What If Fez Leveraged Its Cultural Heritage Differently?

The Actual History

Fez (or Fes), founded in the 8th century CE, stands as Morocco's oldest imperial city and one of the most historically significant urban centers in the Islamic world. The city flourished as a religious, cultural, and commercial hub during the medieval period, particularly under the Marinid dynasty (13th-15th centuries), when it reached its golden age. The city's ancient core, Fez el-Bali, contains the renowned University of Al-Quaraouiyine, established in 859 CE and recognized by UNESCO as the oldest continuously operating educational institution in the world.

Following Morocco's independence from France in 1956, the country faced significant challenges in preserving its cultural heritage while pursuing modernization. Under King Mohammed V (1955-1961) and later King Hassan II (1961-1999), Morocco prioritized industrial development, infrastructure, and modern urban expansion. During this period, many historic cities, including Fez, experienced a complex development trajectory.

By the 1960s, Fez faced growing challenges: its ancient medina suffered from deteriorating infrastructure, overcrowding, and economic decline as commercial activity shifted to newer districts. The traditional artisanal sectors—leather tanning, ceramics, textiles, and metalwork—struggled against industrialization and cheaper imports. Many skilled artisans abandoned their crafts for more financially sustainable opportunities, threatening centuries-old techniques with extinction. Meanwhile, the medieval urban fabric deteriorated as wealthier residents relocated to the modern Ville Nouvelle, leaving poorer populations concentrated in the ancient quarters with inadequate infrastructure and services.

In 1981, UNESCO designated Fez el-Bali as a World Heritage Site, recognizing its outstanding universal value as one of the most complete medieval cities in the Arab world. This catalyzed some preservation efforts, yet progress remained slow and fragmented. The 1990s saw the establishment of the Agency for the Dedensification and Rehabilitation of Fez Medina (ADER-Fès), tasked with addressing the medina's structural and socioeconomic challenges.

Under King Mohammed VI (1999-present), Morocco developed a more systematic approach to heritage preservation and cultural tourism. The early 2000s brought the launch of "Vision 2010" and later "Vision 2020," national tourism strategies emphasizing cultural assets. For Fez, this included rehabilitation projects for monuments, improved infrastructure, and selective tourism development. The World Bank provided funding for heritage preservation projects in the late 1990s and 2000s.

Despite these efforts, Fez has not achieved the same prominence as Marrakech, which emerged as Morocco's premier tourism destination through more aggressive development and marketing. As of 2025, while Fez attracts cultural tourists interested in its historical significance, it remains considerably less visited than Marrakech. The city continues to struggle with balancing preservation, improving living conditions, and leveraging its heritage for economic development. Traditional crafts persist but provide diminishing economic returns, and many historic buildings remain in precarious condition despite ongoing rehabilitation efforts.

Today, Fez presents a complex picture: a repository of invaluable cultural heritage facing persistent challenges of conservation, economic revitalization, and sustainable development in an increasingly globalized world.

The Point of Divergence

What if Fez had implemented a comprehensive cultural heritage strategy in the 1960s, immediately after Morocco's independence? In this alternate timeline, we explore a scenario where Fez pioneered an innovative approach to urban heritage that balanced preservation with sustainable development decades before such concepts became mainstream globally.

The point of divergence occurs in 1963, when Morocco's Ministry of Culture, under the leadership of King Hassan II, established the pioneering "Fez Heritage Commission" (FHC), an unprecedented body of urban planners, historians, architectural preservationists, and economic development experts. This commission was formed in response to several converging factors:

One possibility is that UNESCO representatives, conducting early surveys of potential World Heritage sites, provided a compelling report to King Hassan II about Fez's unique global significance and the urgent need for a preservation strategy. The king, recognizing both the cultural importance and potential economic value, prioritized Fez as a national project rather than focusing exclusively on industrial development.

Alternatively, a coalition of influential Fassi intellectual and merchant families, concerned about their city's declining status, may have successfully lobbied the monarchy to establish a special administrative regime for the ancient capital. These families, with their international connections and historical pride, could have presented a vision for Fez as a showcase of Morocco's cultural sophistication.

A third possibility involves international diplomatic dynamics. Perhaps Morocco, seeking to establish its cultural prestige on the world stage following independence, decided to position Fez as a symbol of Islamic civilization's contributions to world heritage. This may have been part of a soft power strategy to elevate Morocco's status among newly independent nations and traditional powers alike.

Whatever the specific trigger, the establishment of the FHC represented a fundamental departure from actual history. Rather than allowing Fez's historic core to deteriorate while pursuing modernization elsewhere, this alternate Morocco committed to a balanced approach. The commission was granted unprecedented authority and resources to implement an integrated strategy for the medina's revitalization, including legal protection for historic structures, renovation programs, infrastructure modernization, and economic development initiatives centered on traditional crafts and cultural tourism.

Most significantly, this alternate timeline's approach rejected the false dichotomy between preservation and development that characterized much of urban planning in the postcolonial era. Instead, it pioneered the concept of "living heritage" that would not become mainstream in international preservation circles until decades later.

Immediate Aftermath

Early Preservation and Infrastructure Interventions (1963-1970)

The Fez Heritage Commission's first priority was to halt the physical deterioration of the medina while addressing its most pressing infrastructure needs. Unlike in actual history, where ad hoc interventions often created additional problems, the FHC developed a systematic approach:

Comprehensive Inventory: Teams of architects, historians, and students conducted Morocco's first comprehensive architectural survey, documenting over 13,000 historic structures within the medina. This unprecedented database established priorities for intervention based on historical significance and structural risk.
Infrastructure Modernization: Rather than imposing disruptive modernization, engineers developed innovative solutions to integrate essential services while respecting the historic fabric. Underground conduits for electricity, water, and sewage were installed along existing pathways, minimizing disruption to historic structures. By 1968, over 60% of the medina had reliable utilities without compromising its medieval character—a remarkable achievement that attracted international attention.
Ownership Reforms: The commission addressed the fragmented ownership patterns that had hindered restoration by creating innovative legal frameworks. The newly established "Fez Heritage Trust" allowed multiple owners of historic properties to pool their rights while maintaining equity stakes, enabling restoration of previously neglected complexes.

Economic Revitalization Through Craft Renaissance (1965-1973)

The FHC recognized that preserving buildings alone would not sustain Fez's heritage. The commission implemented a multi-faceted strategy to revitalize traditional crafts as viable economic activities:

Artisan Cooperatives: By 1965, the commission had established cooperatives for major craft sectors, providing organizational support, quality control standards, and collective marketing. Unlike the struggling individual workshops in our timeline, these cooperatives achieved economies of scale while maintaining traditional techniques.
School of Traditional Arts: In 1967, Morocco established the National School of Traditional Arts in Fez, formalizing apprenticeship systems and elevating craft knowledge to professional education status. The school attracted both Moroccan youth and international students interested in traditional Islamic arts, creating a new generation of practitioners.
Export Development: The FHC partnered with the Moroccan Office of Foreign Trade to create "Artisanat de Fès," a marketing entity that connected Fassi artisans to international markets. By 1970, exports of high-quality Fassi crafts to Europe and North America had increased by 300% compared to 1963 levels, providing sustainable income for thousands of artisan families.

Tourism Development with Cultural Integrity (1968-1975)

Unlike our timeline's mass tourism models, the FHC pioneered a controlled, cultural approach to tourism:

Restoration-First Policy: The commission established a principle that tourism facilities would only be developed after restoration of historic structures, not before. This prevented the compromises often made when tourism priorities drive preservation decisions.
Adaptive Reuse Guidelines: By 1968, the FHC had developed detailed guidelines for converting historic structures to new uses. These allowed for sensitive adaptation of certain foundouks (caravanserais) and palaces into small hotels, museums, and cultural centers while preserving their architectural integrity.
Cultural Tourism Programming: Rather than focusing on passive sightseeing, the commission developed educational experiences highlighting living traditions. By 1972, visitors could participate in workshops with master artisans, attend lectures on Islamic art and architecture, and experience traditional music in authentic settings.
Visitor Management: Learning from Venice's overtourism challenges, the FHC implemented capacity controls before they became necessary. The "Fez Visitor Pass" system, introduced in 1973, limited daily entries to sustainable levels and directed revenue directly to preservation projects.

International Recognition and Influence (1970-1975)

The FHC's innovative approach quickly gained international attention:

UNESCO Partnership: In 1971, UNESCO established its first field office focused on urban heritage in Fez, a decade earlier than any similar initiative in our timeline. This partnership brought additional resources and expertise while positioning Fez as a laboratory for heritage management approaches.
Educational Exchange: Universities from Europe, the Middle East, and North America established research partnerships and field schools in Fez. By 1974, over 200 international researchers and students annually participated in documentation and preservation projects.
Model City Status: By 1975, delegations from historic cities across the developing world—from Cairo to Lahore to Quito—visited Fez to study its integrated approach. The "Fez Model" began influencing heritage policies internationally, years before the establishment of similar frameworks in our timeline.

Long-term Impact

Transformation of Fez's Urban Environment (1975-1995)

Over two decades, the early preservation initiatives evolved into a comprehensive urban renaissance that transformed Fez while maintaining its authentic character:

Residential Revitalization

Unlike in our timeline, where the medina experienced significant population loss and socioeconomic decline, alternate Fez maintained its residential vitality:

Mixed-Income Housing Strategy: The FHC implemented innovative financing mechanisms that prevented wholesale gentrification while improving living conditions. The "Heritage Housing Trust" provided subsidized loans for resident-led restoration, allowing original families to remain while upgrading facilities.
New Architectural Dialogue: By the 1980s, Fez pioneered a neo-traditional architecture movement that allowed contemporary construction to complement historic structures. New buildings within and adjacent to the medina followed traditional proportions and materials while incorporating modern functionalities, creating harmony between old and new.
Demographic Balance: Unlike our timeline's medina, which became primarily occupied by rural migrants and lower-income residents, alternate Fez maintained a diverse social composition. By 1995, the medina housed university professors alongside artisans, merchants alongside students, creating a vibrant community rather than a museum or ghetto.

Infrastructural Innovation

The early infrastructure work expanded into sophisticated systems that made Fez a model for sustainable historic city management:

Pedestrian-Centered Mobility: By 1985, Fez had developed an innovative network of electric micro-vehicles for goods transport within the car-free medina, solving logistical challenges while preserving the pedestrian environment. This system, using narrow gauge rails along main arteries and battery carts for final delivery, became a model studied by historic cities worldwide.
Water Heritage Systems: The commission restored Fez's historic water infrastructure—fountains, hammams, and underground channels—and integrated them with modern systems. By 1990, Fez had successfully revived its traditional water conservation practices while ensuring modern standards of health and accessibility.
Urban Agriculture Integration: The restoration of Fez's historic gardens (riads) expanded into a comprehensive urban agriculture program. By the mid-1990s, a network of productive gardens throughout the medina supplied local restaurants and markets, maintaining the historic integration of green spaces in the urban fabric.

Economic Transformation: The Cultural Economy (1980-2010)

The craft revival initiatives of the 1960s evolved into a sophisticated cultural economy that positioned Fez at the forefront of creative industries in the Islamic world:

Craft Evolution

Innovation Within Tradition: Unlike our timeline where traditional crafts largely stagnated, alternate Fez developed a dynamic balance between preservation and innovation. The Institute for Traditional Arts Research, established in 1982, encouraged master artisans to explore new applications while maintaining technical integrity. By 2000, Fassi ceramic techniques were being applied to contemporary architecture, traditional textile patterns were influencing global fashion, and ancient calligraphy was inspiring digital typography.
Luxury Market Positioning: By the 1990s, Fez crafts had successfully positioned themselves in global luxury markets rather than mass tourism. Collaborations with international designers and brands—like a landmark 1994 partnership between Fassi leather artisans and Hermès—created sustainable high-value markets for traditional skills.
Knowledge Economy: The documentation of craft techniques evolved into a significant knowledge industry. By 2010, Fez hosted a major digital archive of Islamic arts and crafts that served researchers, designers, and cultural institutions worldwide, generating both prestige and revenue.

Educational Leadership

University Expansion: The ancient Qarawiyyin expanded beyond its traditional religious curriculum to include a world-class Institute for Islamic Art and Architecture by 1985. This institute, bridging traditional knowledge systems with contemporary academic approaches, attracted scholars and students from across the Islamic world and beyond.
International Educational Tourism: By the 2000s, Fez had developed a substantial educational tourism sector, with thousands of international students annually attending programs ranging from classical Arabic calligraphy to Islamic architectural principles. These extended stays generated more economic impact than conventional tourism while contributing to cultural exchange.

Global Cultural Influence (1990-2025)

As Fez's approach matured, its influence extended far beyond Morocco, reshaping global conversations around cultural heritage and development:

Alternative Development Model

Counter-Narrative to Modernization: By the 1990s, Fez represented a powerful alternative to conventional development models. While other historic cities had sacrificed heritage for economic growth, Fez demonstrated that cultural authenticity could be an economic asset rather than an obstacle to development.
Climate-Responsive Urbanism: The traditional design principles preserved in Fez—natural cooling, water conservation, dense walkable neighborhoods—gained renewed appreciation in the era of climate change. By the 2010s, Fez hosted an influential research center studying traditional North African urban design principles as solutions for contemporary challenges.

Cultural Diplomacy Leadership

Islamic World Heritage Cooperation: Building on its expertise, Fez established the Islamic Heritage Cooperation Initiative in 1995, creating technical assistance programs for other historic Islamic cities. By 2025, this program had supported preservation efforts in over 50 cities across North Africa, the Middle East, and Asia.
Global South Leadership: Unlike our timeline where heritage expertise largely flowed from North to South, alternate Fez positioned Morocco as an exporter of heritage management knowledge. The International Center for Living Heritage, established in Fez in 2000, trained preservation professionals from across Africa, Asia, and Latin America, reshaping global heritage practices.

Contemporary Fez (2025)

In this alternate timeline, 2025 Fez differs dramatically from our reality:

Population and Economy: With approximately 1.5 million residents (compared to about 1.2 million in our timeline), alternate Fez has become Morocco's second-largest economic center. Its economy successfully balances traditional crafts, cultural tourism, education, and knowledge industries, with per capita income approximately 35% higher than our timeline's Fez.
Global Recognition: Rather than being overshadowed by Marrakech as in our timeline, Fez stands as North Africa's preeminent cultural destination, hosting over 3 million international visitors annually who come for its architectural treasures, educational offerings, and living traditions.
Urban Character: While maintaining its historic character, alternate Fez features sophisticated infrastructure, vibrant residential neighborhoods across all districts, and a dynamic contemporary cultural scene alongside its traditional foundations. The historic-modern dialogue visible in its architecture and urban planning has influenced cities worldwide.

Most significantly, this alternate Fez demonstrated that cultural heritage, when approached creatively, can serve as a foundation for sustainable development rather than an obstacle to progress—a lesson that, in our timeline, many cities are only beginning to understand in 2025.

Expert Opinions

Dr. Nadia Larabi, Professor of Urban Heritage Management at Harvard University's Graduate School of Design, offers this perspective: "The divergence in Fez's development trajectory highlights how critical early policy decisions can be for historic cities. In our timeline, Fez waited until the 1980s for UNESCO recognition and the 1990s for significant intervention programs—by which time many irreversible losses had occurred. The alternative timeline's early commitment to integrated management transformed not just the physical fabric but the entire socioeconomic ecosystem. What's particularly fascinating is how this alternate Fez anticipated by decades the 'Historic Urban Landscape' approach that UNESCO would only formalize in 2011. It suggests that local knowledge, when properly empowered, can generate solutions that international frameworks later validate."

Ahmed Bouazizi, Economic Historian and Senior Fellow at the Rabat Institute for Development Studies, provides this analysis: "The economic implications of Fez's alternate development path extend far beyond tourism numbers. By establishing high-value craft production as a viable economic sector in the 1960s-70s, this alternate Morocco created a distributed entrepreneurial model that benefited thousands of small producers rather than concentrating wealth in large industrial concerns or international hotel chains. This had profound implications for income distribution and social cohesion. Our research suggests that alternate Fez would have significantly lower inequality indices than actual Fez, while generating more aggregate wealth. It demonstrates that cultural economies, when properly structured, can deliver more equitable development outcomes than conventional industrialization paths that dominated development thinking in the post-colonial period."

Dr. Fatima El-Mehdi, Director of the International Institute for Islamic Art and Architecture in Istanbul, contextualizes the broader cultural impact: "The most profound consequence of Fez's alternate development would likely be its impact on cultural confidence throughout the Islamic world. By demonstrating that Islamic urban traditions could be successfully adapted to contemporary needs without wholesale Westernization, this alternate Fez would have provided a powerful case study during the critical decades when many societies were navigating between tradition and modernity. The psychological impact—showing that traditional knowledge systems remained relevant rather than merely museumified—might have influenced everything from architectural education to heritage policies across dozens of countries. While our timeline has seen a revival of interest in traditional Islamic urbanism since the 2000s, the alternate timeline's earlier and more successful integration might have prevented much of the urban heritage destruction that occurred across the Middle East and North Africa during the late 20th century."