The MOGA Festival has published the results of a study focused on the socio-economic impact of its 2025 edition on the city of Essaouira. Conducted by the firm K&Co and finalized in January 2026, the study measures the economic, tourism, social, and image-related benefits generated by the event, distinguishing between the MOGA IN experience and the territorial dynamics fostered by MOGA OFF.
15,000 participants and 51.5 million dirhams in generated spending
According to the study, the 2025 edition of the festival attracted an estimated total attendance of 15,000 participants, including 10,800 for MOGA IN and 4,200 for MOGA OFF.
The average budget per person is estimated at 10,187 dirhams, encompassing festival-related and associated expenditures.
Based on this, the total overall spending generated is estimated at 51,505,472 dirhams, representing the direct impact on the local and national economy.
The study also indicates that the festival created 1,404 direct and formal jobs, with a strong contribution from Moroccan artists and cultural professionals, as well as service providers and operational teams.
In terms of satisfaction, 92% of participants expressed satisfaction, with 62.1% being very satisfied, and an average rating of 4.51/5.
Accommodation, transport, and consumption: the main spending categories
The analysis highlights a spending structure dominated by several key categories, including:
- Accommodation: 3,410 dirhams
- Transport: 1,062 dirhams
- Meals & snacks on site: 709 dirhams
- Drinks on site: 1,290 dirhams
A ripple effect on tourism and extended stays
The study emphasizes significant use of diverse accommodation options, with a preference for Airbnb (49%), followed by Booking (21.1%), while 20.3% of participants reported not having booked in advance. The most cited types of accommodation are villas (27.8%), apartments (27.6%), hotels (18%), and riads (15.5%).
Another notable indicator: 35.6% of participants extended their stay beyond the festival, with an average extension of 2.6 days, boosting the impact on local consumption.
A predominantly Moroccan audience, with a strong foreign presence
The field survey conducted among 615 respondents shows participation largely dominated by Moroccans (62.9%), while confirming a significant international presence (37.1%). Among the foreign respondents, the most represented nationalities are:
- France: 34.4%
- United States: 21.7%
- United Kingdom: 15.2%
The surveyed audience is primarily young adults, with an average age of 30 years. The 26-30 age group represents 34.5% of the respondents.
MOGA OFF: a structuring territorial initiative
The study identifies MOGA OFF as a lever for spreading activity throughout the city. In 2025, it relied on 37 venues, 38 activities, and 7 programming categories, ranging from music to culture, sports, sustainability, social economy, heritage, and well-being.
The initiative also relies on a network of 37 partner hotspots, distributed as follows:
- Restaurants / cafes: 62%
- Brands, shopping, & concept stores: 27%
- Well-being & beauty: 11%
During the OFF period, the study observes an average daily spending in the city of 1,500 dirhams, with 87% of participants reporting a daily budget between 1,000 and 3,000 dirhams.
A study based on field data
Conducted in 2025 and finalized in January 2026, the study combines a quantitative survey of 615 respondents, field observations, and analysis of the festival’s economic and organizational data.
Born in Essaouira, the MOGA Festival has developed as an event that celebrates local cultural heritage while expanding internationally since 2021, with editions notably held in Portugal and Spain. The firm K&Co, the author of the study, specializes in consulting on cultural strategy and innovation, supporting impact projects in the cultural and creative sectors.
