Editorial – «Small jobs»

Final stretch before the start of the Africa Cup of Nations. Morocco is preparing to welcome thousands of spectators from Africa and Europe to attend the continent’s most prestigious soccer event. A full-scale test before the 2030 World Cup.
While most of the infrastructure work has been completed, there is still a lot of work to be done to upgrade the «intangible» aspects. The idea is to avoid wasting the dividends of these events, because a country’s image is not limited to the height of its bridges or the quality of its roads. It also extends to the behavior of those who welcome, transport, serve, and interact with visitors on a daily basis.
Taxi drivers, saleswomen, waiters, parking attendants… these «small jobs» are not just «small players». They are the first point of contact with foreigners, but also with local consumers. It is this interaction that shapes the impressions of tourists and potential investors. This front line is often undermined by inappropriate behavior, which, when accumulated, becomes a real obstacle.
The challenge is to prevent the micro from killing the macro. Beyond technical skills, it is the quality of service and professional behavior that remain the weak link, especially since for years we have tolerated certain practices, fueling a sense of impunity. The logical approach would be to avoid depriving these «poor people» of their «small livelihood». However, while such behavior may be limited to a minority, it remains too visible. The Kingdom cannot aspire to become a modern hub without demanding a minimum standard from those who embody its «brand» on a daily basis. Today, in addition to the major projects that have been completed, the challenge is to ensure impeccable professional behavior in the «service» of Moroccans and foreigners… with a smile if possible!