The city of Al‑Ayun hosted a day‑long study session on Thursday, 24 October 2024, titled “Hassani Culture in the Era of Innovation and Digital Transformation: Towards a New Model for Activating Cultural Rights.” The event was organized by the Regional Committee for Human Rights of the Al‑Ayun region – Saqiya Al‑Hamra, and brought together scholars, researchers and cultural practitioners. The program began with a welcome address by the committee’s chairman, Toufic Bardeji, followed by a reading of the event’s framework paper by the committee’s executive director, Sidi Mohammed Salem Saadoun. The day’s discussions focused on safeguarding and renewing Hassani culture, promoting Hassani cultural and creative industries, and exploring the role of digital transformation in preserving cultural memory and creating new economic opportunities. Key topics included: Safeguarding and ensuring the continuity of Hassani culture – strategies for protecting the region’s linguistic, literary, artistic and traditional heritage. Mechanisms and proposals for developing Hassani cultural and creative industries – ways to commercialise and promote local cultural products. Hassani culture and digital transformation – how technology can preserve memory and support future cultural production. The initiative was framed within the broader context of activating cultural rights and protecting Hassani heritage, a component of Morocco’s unified cultural identity. The discussion referenced Article 5 of the Moroccan Constitution, which recognises Hassani culture as an integral part of the national cultural identity and underscores the responsibility of various actors to safeguard and transmit it to future generations. The program also showcased projects aimed at developing Hassani heritage, including the “SABE” project, the “Melhifi” cooperative, the “Bakhoor Al‑Khayyam” initiative, and “Dar Al‑Dara’a,” among others. These projects illustrate potential avenues for monetising cultural assets and expanding their reach. Participants examined how innovation and digital technologies could preserve Hassani cultural memory, broaden its presence, and stimulate related creative industries such as audiovisual production, publishing, design, traditional crafts and cultural tourism. The event concluded with a session dedicated to recommendations, aiming to formulate proposals that strengthen the protection and enhancement of Hassani culture, adapt it to digital changes, and support its continued relevance within Morocco’s national cultural landscape.