Organized by the Regional Tourism Council (CRT) of Casablanca-Settat in partnership with Casa Events & Animation, the Casablanca-Settat Region and the Moroccan National Tourist Office (ONMT), this edition held under the theme “Innovation, performance and attractiveness: what is transforming MICE today and shaping tomorrow’s business tourism” brings together professionals, exhibitors and a large panel of national and international buyers.
This 2025 edition, taking place over two days (November 27 and 28), stands out for its clearly stated ambition to strengthen Casablanca’s position as Africa’s MICE hub while boosting the region’s attractiveness with an expanded program, broader international outreach and an unprecedented volume of business meetings. The event also highlights a vision focused on innovation, performance and the new dynamics shaping business tourism on a global scale.
In an address delivered on the occasion, the Vice-President of the Casablanca-Settat Regional Council, Asmaa Belkeziz, stressed that this second edition of the MICE Meeting takes place within an important national context marked by preparations for major international events such as AFCON 2025 and the 2030 World Cup. She noted that these events represent opportunities to enhance Casablanca’s visibility and reinforce the region’s status as a leading business tourism destination in Africa, aligned with the forward-looking vision of His Majesty King Mohammed VI.
She also highlighted the remarkable momentum currently underway in the Casablanca-Settat region, driven by a growing volume of business travelers, modern infrastructure, solid international connectivity and attractive assets. She called on all stakeholders to continue working together to anticipate tourist arrivals expected by 2030 and to consolidate Casablanca’s position among top global MICE destinations.
For his part, the President of the Regional Tourism Council of Casablanca-Settat, Othmane Cherif Alami, stated that the objective of this event is to promote the Casablanca-Settat destination both nationally and internationally and strengthen its position as Morocco’s MICE capital. He recalled that the MICE Meeting Casablanca serves as a key instrument to unite the local ecosystem and boost the region’s overall competitiveness.
Mr. Alami emphasized that this second edition directly contributes to that ambition by offering a platform for business, exchange and innovation, reaffirming the CRT’s commitment to support the sector’s development, assist professionals and establish Casablanca as a leading business tourism destination in Africa.
He also highlighted the importance of partnerships between public and private stakeholders, which enable a coherent strategy based on showcasing the region’s strengths.
Meanwhile, the CEO of Casa Events & Animation, Mohamed Jouahri, expressed the institution’s pride in contributing to the organization of this 2025 edition, noting that it reflects a strong and continuous partnership with the CRT. He recalled that Casablanca is a city driven by energy and ambition, fully committed to preparing major international events that will strengthen its global visibility.
Mr. Jouahri insisted on the essential synergy between public institutions, private operators and sector stakeholders, stating that this collaboration is key to enhancing Casablanca’s competitiveness and confirming its status as a leading destination on the African and international MICE landscape.
The topics discussed throughout the event address current and future challenges affecting the sector. They explore transformations driven by artificial intelligence, evolving corporate expectations, emerging business tourism trends, the rising role of technological innovation and the importance of infrastructure in destination competitiveness.
The MICE Meeting Casablanca, designed as a cornerstone of business tourism in Morocco, reflects the ambition of the Casablanca-Settat region: to establish this event as a unifying platform and a key reference that confirms Casablanca as one of the most attractive MICE hubs on the continent.
Editorial team/le7tv