Larache – Morocco
The 14th edition of the International “Mata” Equestrian Festival officially opened in the commune of Larbaa Ayacha, in the province of Larache, reaffirming its status as one of Morocco’s most prominent cultural events that combines heritage preservation, tourism promotion and economic development.
Held under the High Patronage of His Majesty King Mohammed VI, this year’s edition is organized under the theme: “MATA Celebrates the Feast of Unity and Half a Century of Economic, Cultural and Spiritual Influence of Morocco’s Southern Provinces.”
The opening ceremony brought together Moroccan political leaders, diplomats, business figures, cultural actors and international guests from France, Belgium, Spain, Senegal and the United States, highlighting the growing international dimension of the festival.
Speaking on the occasion, Festival President Nabil Baraka emphasized that Mata has evolved beyond a traditional celebration into a platform for intercultural dialogue and a bridge connecting Morocco’s diverse regions and cultural identities. He noted that the event contributes significantly to promoting Morocco’s rich heritage and strengthening the country’s attractiveness as a cultural and tourism destination.
One of the highlights of the opening ceremony was the inauguration of an exhibition featuring local products and handicrafts from Morocco’s Southern Provinces, various regions of the Kingdom and several African countries. The exhibition showcased the growing role of cooperatives and the social and solidarity economy in supporting local development, preserving traditional know-how and creating economic opportunities.
Beyond its cultural significance, the festival generates substantial economic benefits for the Larache region and the wider Jbala area. By attracting thousands of visitors, tourists, researchers and heritage enthusiasts, Mata contributes to boosting local commerce, hospitality services and rural tourism while promoting the region’s unique cultural identity.
This year’s edition also features the inaugural ELI Morocco 2026 Forum, bringing together senior public decision-makers, international business leaders, institutional representatives and prominent figures in intercultural dialogue to discuss Morocco Vision 2030 and investment opportunities across Africa.
Participants stressed that culture and heritage are no longer viewed solely as symbols of identity but increasingly as strategic assets capable of driving sustainable development, attracting investment and enhancing Morocco’s international image.
At the heart of the festival remains the traditional “Mata” equestrian competition, a centuries-old practice rooted in the customs of the Jbala tribes near Jbal Al Alam. Riders compete to seize and protect a symbolic doll known as “the Bride” or “the Princess,” handcrafted by local women from reeds and fabric. The doll represents fertility, prosperity, blessing and community solidarity.
Through its unique combination of traditional horsemanship, spiritual heritage, cultural diplomacy and economic dialogue, the Mata International Festival continues to strengthen Morocco’s position as a leading destination for cultural tourism while showcasing the Kingdom’s commitment to preserving its heritage and promoting sustainable regional development.
