Tourism & culture · SMIT
Hkayate L'Blad, nine days of shared stories.
A large-scale cultural and tourism activation for SMIT (Moroccan Tourism Engineering Company), combining play, culture and discovery of local heritage.
What we brought to life.
SMIT, the Moroccan Tourism Engineering Company, wanted to bring local heritage to life for the general public and foreign visitors alike.
A large-scale activation in public space, sharing culture through play: installations, trails and activities designed for every generation, including a MASSA™ Zone where 1,000 to 1,200 2-a-side matches were played.
Over 22,000 visitors in nine days, including more than 1,200 international tourists, gathered around Moroccan stories and heritage.
The project from the field.
Video testimonials
They tell the story of their AFCON in Casablanca.
Moroccan visitors and tourists from all over the world talk about these nine days: the atmosphere on the square, the games, the welcome and the energy of AFCON 2025.
The video is hosted on YouTube and only loads when you click.
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