Enhancement of the city’s cultural heritage
The city of Rabat, a UNESCO World Heritage Site, already has certain cultural assets such as the Archaeological Museum, the Villa des Arts, the Renaissance Cinema, the 7th Art Cinema, the National Library of the Kingdom of Morocco, the Bank Al-Maghrib Museum, more recently the Mohammed VI Museum of Modern and Contemporary Art inaugurated in the fall of 2014, not to mention the many cultural institutes present in the city.
Some places combine cultural heritage and environment such as the Kasbah des Ouadayas or the archaeological site of Chellah which hosts the Jazz au Chellah festival every year.
Visa For Music has contributed to the development of these places through the activities it has proposed.
Development and diversification of the city’s culture offer
By showing the artistic dynamism of the region on stage, Visa For Music has a positive influence on the image of the region, which is too often discussed in the media only to highlight the most tragic situations. On the contrary, through Visa For Music, for four days, Rabat becomes the capital of a cosmopolitan and diverse region that proudly assumes and displays this wealth. This enhancement of the region’s image also has a positive socio-economic impact as it strengthens the city’s tourist vocation and creates jobs.
The Visa For Music project is part of this process of development and diversification of the city’s cultural offer by proposing once a year, for 4 days, a major event that has brought together, for its 7 editions, more than 5,700 professionals and 39,000 spectators from all over the world to see the 500 artists who are the pride of our region perform on stage.
Boosting the local economy and trade
The economic impact of the arrival of national and international artists and professionals at Visa For Music can be measured by the consumer spending involved (accommodation, meals, various purchases, souvenirs, etc.).
It is obvious that the businesses specialized in the sector (hotels, tourist attractions, restaurants, etc.) are the first beneficiaries of the implementation of a local cultural project of this magnitude.
Participation in the development of local cultural tourism
In addition to the direct target of the Visa For Music project, which is the professionals and artists of the music sector, the event can encourage tourists to choose this destination at this time of the year because of the appeal of the concerts.
For tourists in general – The administrative capital of the kingdom has strengthened as a tourist destination and has consolidated its cultural dimension especially in terms of creation and diversification of content.
Visa For Music has succeeded in attracting new audiences, both young and old, for the evening showcases in a period that is not the most favorable for tourism (early autumn).
“Rabat must be able to continue to assert itself and distinguish itself as the cultural capital of the Kingdom and the continent in general. “