This article proposes the development of a conceptual framework to evaluate the attractiveness of small towns in Morocco. The significance and originality of this framework lie in addressing a critical gap. In fact, unlike several pioneering countries in this domain, Morocco currently lacks an official reference framework for measuring and monitoring the attractiveness dynamics of its territories. The proposed conceptual framework is grounded in international best practices for assessing territorial attractiveness. It adopts a holistic economic approach, encompassing all essential dimensions of attractiveness, including socio-demographic, economic, and spatial dynamics, as well as quality of life. This approach is further enhanced by a rigorous econometric methodology, specifically principal component analysis (PCA). This methodology enables the measurement of the attractiveness of each dimension individually through synthetic indicators. These synthetic indicators are subsequently aggregated to formulate an overall synthetic attractiveness index (OSAI), ensuring a balanced assessment without offsetting effects. This approach guarantees an accurate and exhaustive evaluation of territorial attractiveness. In summary, this article proposes an innovative and practical approach to assess the attractiveness of small Moroccan towns. By addressing a significant methodological gap, it aims to support and enhance territorial development efforts in Morocco.