Entreprendre dans le tourisme en contexte de mobilité Nord-Sud : une étude des stratégies des Français à partir des médinas d'Essaouira et de Fès (Maroc)

French entrepreneurs are reshaping Morocco’s medinas—particularly the UNESCO-listed Medina of Essaouira—as hubs for transnational tourism and lifestyle migration. This study reveals how these 'privileged migrants' leverage homes, riads, and hospitality ventures to embed themselves in local economies while maintaining global mobility, creating a distinct socio-economic ecosystem. Unlike traditional migration patterns, their strategies blend professional opportunity with cultural immersion, challenging conventional North-South dynamics. The research employs immersive qualitative methods, focusing on two medinas—Essaouira (known for its cosmopolitan vibe) and Fès—to uncover the material and social dimensions of this entrepreneurial phenomenon. Findings highlight how these ventures contribute to a 'bottom-up' reconfiguration of urban spaces, blending economic activity with cultural exchange.

Joly, M. Entreprendre dans le tourisme en contexte de mobilité Nord-Sud : une étude des stratégies des Français à partir des médinas d’Essaouira et de Fès (Maroc). https://doi.org/10.70675/1d5982d6zb7a0z450eza0b1z2f047185f1dc