Reporting by: Khalid Alwani
A magnificent seventh edition held under the High Patronage of His Majesty King Mohammed VI, may God assist him, and commemorating the 25th anniversary of the Royal Speech delivered in Ajdir on October 17, 2001. This edition enshrines heritage as a driver of development and marks a quarter of a century since the historic Ajdir speech. The city of Khenifra is experiencing an exceptional cultural and heritage event over three days—October 16, 17, and 18, 2026—organized by the “Soul of Ajdir Atlas – Khenifra” Foundation as part of the seventh edition of the international festival “Ajdir Izouran” (Autumn Phase).
This exceptional edition chose to distribute its pulse between two beating hearts of the city: Al-Kourss Square and 20 August Square, in a unique synthesis combining the power of equestrianism with the delicate touch of craftsmanship.
Al-Kourss Square: When Gunpowder Speaks the Language of Glory
Starting at 2:00 PM (14:00) and throughout October 16, 17, and 18, the historic Al-Kourss Square regains its brilliance to host the traditional equestrian festival “Tbourida”, organized in partnership with the Ministry of Agriculture, Fisheries, Rural Development, Water, and Forests.
This takes place under a slogan carrying deep symbolic weight: “Tbourida: An Authentic Heritage, Living Memory, and Renewed Stakes for Sustainable Development.”
There, the performances will not be merely a spectacle, but an integrated visual epic. Sorbas (equestrian troupes) arriving from the depths of the Middle Atlas, with their decorated horses and horsemen clad in white djellabas and turbans, present canvases of discipline and courage, culminating in a synchronized gunpowder volley that shakes the corners of the square amidst audience applause. It is a human heritage recognized by UNESCO, through which Khenifra revives a sacred, centuries-old bond between human and horse.
20 August Square: An Open-Air Museum Pulsing with Authenticity
A few steps away, and over the same days, 20 August Square transforms into a secondary destination for visitors, albeit with a different flavor. There, with the support of prominent national partners including Holding Al Omrane and CMT, cultural and artistic exhibitions are organized alongside Ahidous and traditional heritage events in celebration of memory, preservation of heritage, and contribution to cultural and territorial development.
20 August Square becomes an open-air museum beneath the sky, where the artisans of the Atlas showcase their creations: Amazigh carpets woven with woolen yarn, Khenifri pottery decorated with earthy colors, silver jewelry, and local products that encapsulate the fragrance of the mountain. It is a living cultural economy where the artisan meets the visitor, and heritage meets investment.
From the Speech of Foundation to Future Stakes
The choice of October 17 is not accidental; rather, it invokes a pivotal moment in Morocco’s history when His Majesty the King laid the foundational blocks in the 2001 Ajdir speech for the advancement of the Amazigh culture as an inclusive national identity.
Today, 25 years later, the “Ajdir Izouran” festival translates that royal speech into cultural and territorial action on the ground. From the neighing of horses in Al-Kourss Square to the nimble fingers of artisans in 20 August Square, Khenifra affirms that it is not merely a city that celebrates, but a capital of memory and a living laboratory that transforms heritage from a mere memory into an integrated project for sustainable development.
Here is the Atlas… Here is authenticity… And here the pulse of deep Morocco continues.
