Inspired in spirit by the world-famous Rio de Janeiro Carnival in Brazil, the Souss-Massa region has recently celebrated its traditional Bujlood (Bilmawn) festivities in a more organized and semi-official form. Once considered a purely popular local celebration, the event has now evolved into a major cultural showcase across several provinces of the region, highlighting the richness of Amazigh heritage and the strong attachment of local communities to their ancestral traditions.
The ninth edition of the international Bilmawn Carnival stood out as one of the most significant heritage events in the Souss-Massa region and on the national cultural calendar. It attracted strong public interest and confirmed its growing position as a leading cultural and folkloric festival in Morocco.
This year’s edition was held under the theme: “Moroccan Cultural Diplomacy: Intangible Heritage in the Service of National Causes.” The idea behind this theme is to emphasize how cultural heritage can play an active role in promoting Morocco internationally, showcasing its identity, and supporting national narratives through soft power and cultural expression.
Organizers explained that this edition featured a rich and diverse program of activities. The festivities began with traditional “Iswiass” celebrations held across several local areas, aiming to restore the original spirit of these ancestral rituals and preserve their authenticity. According to the organizers, special efforts were made this year to return the celebrations to their traditional form, ensuring they reflect the true essence of local heritage.
The carnival also welcomed international participation, with delegations and performance groups from France, Belgium, and Bulgaria, alongside national troupes representing different regions of Morocco. These performances created vibrant parades that reflected cultural diversity and reinforced the international dimension of the event.
The festivities concluded on Monday with a major parade in the city of Aït Melloul, designed to bring the Bujlood heritage closer to a wider audience within the province and allow more people to experience and celebrate this cultural tradition.
Organizers also emphasized strict guidelines to preserve the authenticity of the heritage. While participation in the carnival remains open to everyone, it is regulated by clear rules aimed at preventing any distortion of the traditional image of Bujlood. Young participants are encouraged to respect the symbolic identity of the “Bujlood” character, especially the traditional use of animal skins, while allowing limited creative and modern touches that do not compromise its cultural essence.
Any practices, disguises, or behaviors considered harmful to the traditional image of the heritage are strictly prohibited. These measures are part of broader efforts to protect the cultural identity of the festival and ensure its continuity in its authentic form for future generations.
Beyond its festive atmosphere, the Bilmawn International Carnival has become an annual platform for promoting intangible cultural heritage, supporting creative cultural industries, and boosting tourism and local economic activity in the region.
This year’s edition clearly shows that Bujlood is no longer just a traditional celebration linked to Eid al-Adha. It has evolved into a cultural and tourism showcase that reflects the richness of Amazigh heritage in the Souss region, while successfully opening up to the world without losing its authenticity and unique identity.
