Tourism is a vector of sustainable and inclusive growth in Morocco, said Tuesday evening in Casablanca, the Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatim-Zahra Ammor.
Speaking during a conference-debate under the theme “Tourism: What new challenges and what vision for Morocco”, organized as part of the “Eco Life Debates”, the Minister highlighted the role of the sector as a locomotive of economic development in Morocco, with a contribution amounting to 7% of the national GDP the employment of 5% of the active population.
Fatim-Zahra Ammor, in this sense, underlined that the period of health crisis and then that of recovery allowed a deep reflection on the stakes of Moroccan tourism and the potentialities of its various sectors and thus to develop the Framework Partnership Agreement for the deployment of the strategic roadmap for the tourism sector 2023-2026.
This new roadmap, she said, puts the customer experience and tourist loyalty at the heart of its strategy to achieve a quantitative and qualitative leap aimed at positioning the Morocco destination among the largest in the world.
This offer strategy focused on the customer experience, added the Minister, is based on levers of competitiveness and thematic sectors and other cross-functional ones, including an offensive plan to double air capacity, the strengthening of promotion and digital marketing, the consolidation of the attractiveness of investments, the diversification of cultural entertainment and leisure products, the improvement of the hotel stock, the strengthening of human capital, and the creation of the conditions necessary for recruitment and retention talents.
She also highlighted the new tourist offer which includes the sectors of international tourism (Ocean waves, Beach & Sun, Nature, Trekking & Hiking, City Break, and Business Tourism, etc.) as well as those of tourism. internal (Seaside and Nature and discovery), emphasizing that these sectors reflect mature markets in Morocco and highlight the natural potential and authentic specificities of the country.
For his part, the Director General of the Moroccan National Tourist Office (ONMT), Adel El Fakir, welcomed the positive impact of the 2023 World Cup on Morocco as a destination and the image of the country, highlighting emphasis, in this context, on the need to work for the strengthening of air connectivity and the establishment of direct flights in order to encourage potential visitors and investors.
He also stressed the importance of improving the quality of hotels in Morocco and strengthening their reception capacity, while emphasizing the aspect of cultural tourism and the specificities of the different Moroccan regions.
Adel El Fakir also indicated that 37% of travelers go through travel agencies, highlighting the need to work on visitor loyalty tools and on the brand strength of consulting platforms and these agencies. in order to gain the trust of potential travelers.
He added that it is necessary to capitalize on Morocco’s proximity to several countries and world markets, including Europe, and to strengthen air connectivity via national and international operators in order to consolidate Morocco’s position vis-à-vis the competitors.
For his part, the president of the National Confederation of Tourism (CNT), Hamid Bentahar, noted that the roadmap, put in place by the ministry, will enable the tourism sector to play its role as an investment lever and promote the creation of businesses, affirming that it will make it possible to stimulate the different generations of investors and to meet the needs and financial capacities of all social categories.
This strategy, inclusive and equitable, creates the conditions for resilience and recovery, he said, stressing the need to work collectively to put in place projects that will help achieve its objectives, improve the level life of the 2.5 million families who live from tourism and to increase employment opportunities in the sector.
The Chairman of the Board of the Moroccan Society of Tourism Engineering (SMIT), Imad Barrakad, indicated that the Company is currently working on topics such as digital, culture and gastronomy, in order to improve products, offers and hotel capacity.
In this sense, he stressed that the variety of landscapes and natural wonders are not enough to retain customers, thus emphasizing the need to renew and create an attractive device in terms of hotel offers. .
SMIT, he said, is currently working on circuit engineering to understand the type of product to be developed according to the specificities of the regions, and on conventions to strengthen cultural animation and animation incubators within small towns, in partnership with the Regions of Morocco.