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VEND. 6, SAM. 7 ET DIM. 8 JANVIER 2023 - N°6427  NE PEUT ÊTRE VENDU SÉPARÉMENT  DÉPÔT LÉGAL 100/1991  DIRECTEUR DE PUBLICATION KHALID BELYAZID
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                                       Morocco’s enduring                                        Casablanca:              Growth:
                                       legacy at the 2022                                        The longest              Conditional recovery

                                       World Cup                                                 urban bridge
                                                                                                 completed                Public procurements:
                                        By Dale F. Eickelman                                                              A major turning point…
                                        and Hao Ma

          Editorial                                      Cognitive dissonance                                                               Amin RBOUB



          M      OROCCO, Morocco, Al Maghrib... Never has this word been so  country reputation/ brand awareness... The Kingdom has also demons-
                 much pronounced, evoked, and quoted by the world’s popula- trated that it knows how to “sell its image”, with credible supporting
                 tion. According to Google, more than 3.5 billion people clicked  arguments. This intangible consecration is not the result of chance. It
          this word on the search engine at least once in several languages last  is the result of long-term work undertaken in several fields (diplomacy,
          month. Better still, according to the Washington Post, “Morocco is  sport, economy, industry, culture, communication...),  but beware of the
          among the world’s best tourist destinations in 2023”. Even before the  risk of the bride being too beautiful and beware of cognitive dissonance!
          country, located in North Africa, attracted the attention of the whole  In other words, it will be necessary to synchronise, even harmonize the
          world during the World Cup, Morocco was already emerging as a very  image sent back in relation to daily reality. This new positioning sets the
          popular destination for travel, underlines the US newspaper. “We expect  bar very high. The challenge is that this nice perception of Morocco by
          Morocco to continue to be incredibly popular in 2023”,  predicts James  foreigners should be confirmed by reality. The challenge now is to work
          Thornton, CEO of the Intrepid Travel tour operator. Never before has  on behavior, civic-mindedness, education, values, citizenship, respect
          the country started a new year with so many positive waves in terms of  for others... It is the cement that will make this aura last the longest. o
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