Marrakech, a city of culture, innovation, and exchange, is preparing to resonate with the rhythm of an extraordinary academic and human event. April 29 and 30, 2026The Marrakech Innovation City and the Meydene Centre – M Avenue will host the 6th edition of the International Day of Happiness and Bahja (JIBB 2026), organized by the Research Group on the Economics of Happiness (GREB) in partnership with the Marrakech Regional Tourism Council.
Why Marrakech to talk about happiness?
It is no coincidence that Marrakech, the capital of L'Bahja—this ancestral Moroccan concept of authentic and shared happiness—was chosen to host an international symposium on well-being. Marrakech alone embodies the alliance between tradition and modernity, between human conviviality and intellectual effervescence. An ideal setting to explore the major contemporary challenges of happiness.
The 2026 theme: "Youth, Social Networks and Happiness"
In a world where likes have replaced smiles and where endless scrolling has become the daily routine for millions of young people, the question arises: Do social networks really make us happy?
The international scientific community will gather around this burning topical theme. Researchers, economists, psychologists, legal experts, and neuroscience specialists will debate the complex links between subjective well-being, digital transformation, and the behavior of new generations.
Le World Happiness Report 2026, published on March 20, has in fact placed this issue at the heart of its work, revealing a worrying correlation between the increase in time spent on social networks and the decline in the psychological well-being of young people in OECD countries.
Program: two days of reflection and discussion
Tuesday, April 29: Marrakech Innovation City
The first day will begin with 13:30 with the welcoming of participants, followed by a plenary session dedicated to innovation in measuring happiness, led by eminent Moroccan professors.
The afternoon will be punctuated by three simultaneous panels exploring complementary angles:
- Panel 1: Artificial Intelligence & New Digital Economies How is AI reshaping Generation Z's perceptions of happiness? What are the links between digital analytics, digital skills, and sustainable well-being?
- Panel 2: Legal Innovation, Ethics & Digital Sovereignty From protecting the privacy of young people to the excesses of influencer marketing, this panel addresses the legal and ethical issues of online happiness.
- Panel 3: Social R&D, Well-being & L'Bahja as Soft Power Between collective imaginaries, social comparison and mental health, this panel explores happiness as it is spoken, lived and constructed in contemporary Moroccan society.
The day will end at 18:30 over a coffee of synthesis.
Wednesday, April 30 – Meydene Center, M Avenue
The second day promises to be even richer in international exchanges with two major round tables:
Roundtable 1: Deciphering the World Happiness Report 2026 Experts from the Netherlands, South Africa, France, and Morocco will come together to analyze the new paradigms of global well-being. A rare event, not to be missed.
Round table 2: The Bahja: an ancestral value This session will highlight the Moroccan concept of authentic happiness, examining its role as a vector of cultural identity and even of soft power tourist attractions in Marrakech and Morocco.
The closing ceremony and the presentation of certificates will take place at 13:00.
Internationally renowned speakers
The JIBB 2026 brings together researchers from Moroccan universities (Cadi Ayyad of Marrakech, Mohammed V of Rabat, Hassan II of Casablanca, Ibn Tofail of Kenitra, etc.) and international experts in the field.Erasmus Happiness Economics Organization (Netherlands), of theUniversity of Johannesburg and University of Strasbourg.
An event to experience in Marrakech
Whether you are a researcher, student, professional or simply curious, April 29 and 30, 2026 are a unique opportunity to combine knowledge and discovery in one of the most fascinating cities in the world.
Take advantage of your visit to explore the enchanting alleyways of the Medina, recharge in the city's lush gardens, or savor Moroccan cuisine in all its splendor. In Marrakech, happiness isn't just a theory – it's a daily experience.
Places :
- April 29: Marrakech Innovation City
- April 30: Meydene Center – M Avenue, Marrakech
Dates: April 29 and 30, 2026
