This will involve broadening the impact of the “Morocco, Land of Light” campaign, diversifying actions, increasing commercial partnerships and promoting the different destinations and sectors on local and foreign markets, while strengthening the marketing, said Ms. Ammor, during a meeting of the Committee on Productive Sectors at the House of Representatives, dedicated to the presentation of the ministry’s draft budget for the year 2025.
The measures planned by the ministry to strengthen the Morocco destination include the doubling of direct flights, particularly from source markets with high potential, in order to maintain the momentum recorded in 2024, she said.
In this wake, a contract covering 11.4 million seats was signed with airlines, representing 87% of the total direct transport capacity in Morocco and new new air links were created, directly linking Marrakech to cities such as Montreal, New York, Budapest and Bucharest, noted the minister.
Regarding the indicators of the tourism sector, Ms. Ammor affirmed that Morocco is positioned at the head of competing countries in terms of evolution of the number of tourists over the first seven months of 2024 compared to 2023. The Kingdom thus displays a increase of 15%, compared to +12% for the Canary Islands, +8% for Turkey and +7% for Tunisia.
At the same time, Morocco welcomed 13.1 million tourists until the end of September, generating 76.4 billion dirhams (billion dirhams) in foreign currency revenue at the end of August, an increase of 7% compared to the same period in 2023. , she indicated, noting that in August alone, foreign exchange earnings reached 17 billion dirhams.
In this wake, 7,700 beds will be created by the end of the year, distributed between 5 and 4 star hotels and club hotels (21%), tourist residences (22%), guest houses (18 %) and other establishments (27%).
The government official also mentioned the establishment of a support mechanism for closed or dilapidated tourist accommodation establishments in the regions of Ouarzazate and Zagora, with a budgetary envelope of 80 million dirhams, targeting 1,000 rooms spread over 13 units.
Furthermore, Ms. Ammor highlighted that the craft sector maintained its remarkable performance, with an increase in exports of 2% during the first nine months of 2024 compared to the same period in 2023.
This sector currently has more than 140 infrastructures, with 50 others under construction, and several others under programming, in addition to around 90 projects registered as part of the rehabilitation and development programs for the old medinas.
As part of the efforts made by the ministry to strengthen quality and protect the Moroccan product, the minister noted that 10 standards have been developed and approved for the leather sector and 5 standards for jewelry.
Furthermore, the collective certification marks for “Caftan Marocain” and “Zellige de Tétouan” have been developed and approved, while the brands and names “Zellige” and “Haute Couture Marocaine” have been registered with the Moroccan office of industrial and commercial property, she recalled.
What are the key components of the “Morocco, Land of Light” campaign that contribute to economic growth?
Interview Between Time.news Editor and Tourism Expert on Morocco’s Economic Growth through the “Land of Light” Campaign
Time.news Editor: Welcome, everyone! Today, we have the pleasure of speaking with Dr. Ranya El Amari, a renowned tourism expert, who will help us unpack the recent developments in Morocco’s tourism sector, particularly surrounding the “Morocco, Land of Light” campaign. Thank you for joining us, Dr. El Amari.
Dr. Ranya El Amari: Thank you for having me. I’m excited to discuss Morocco’s vibrant tourism landscape!
Editor: The recent reports suggest that the Moroccan government plans to broaden the impact of the “Morocco, Land of Light” campaign. What can you tell us about the significance of this initiative?
Dr. Amari: The “Morocco, Land of Light” campaign is pivotal for spotlighting the diverse cultural and natural attractions that Morocco offers. By diversifying actions and strengthening marketing efforts, the campaign aims to position the country as a top destination not just for regional, but for international travelers. This strategic approach can significantly elevate Morocco’s global visibility in the tourism market.
Editor: It’s fascinating to see a systematic approach like this. The Minister of Tourism, Ms. Fatim-Zahra Ammor, also mentioned plans to double direct flights from key source markets. Why is this important?
Dr. Amari: Doubling direct flights is essential for enhancing accessibility. By establishing new air links, especially to major cities like Montreal and New York, Morocco can tap into new tourist markets. Increased connectivity not only attracts visitors but also boosts local economies by facilitating smoother travel opportunities.
Editor: During the presentation of the ministry’s draft budget for 2025, it was highlighted that Morocco saw a remarkable increase in tourists compared to other regions. What factors do you think contributed to this success?
Dr. Amari: There are several contributing factors. First, Morocco’s unique cultural experiences, stunning landscapes, and rich history entice travelers seeking adventure and authenticity. Additionally, the government’s proactive measures, such as promoting targeted marketing strategies and securing partnerships with airlines, have played a crucial role. The reported 15% increase in tourist numbers from January to July 2024 shows that these initiatives are resonating well with potential travelers.
Editor: That’s impressive! Can you share more about the economic impact this tourism growth has had on Morocco?
Dr. Amari: Absolutely! By the end of August 2024, Morocco generated 76.4 billion dirhams in foreign currency revenue. This is not just a win for the tourism sector; it’s a significant boost for the national economy. The revenues from tourism contribute to job creation, infrastructure development, and can lead to improved services for both residents and visitors alike.
Editor: It sounds like a multifaceted growth story! Looking ahead, what do you think Morocco should focus on to maintain this upward trend?
Dr. Amari: Morocco must continue to innovate and adapt its tourism offerings. This includes investing in sustainable tourism practices to preserve its natural and cultural heritage. Moreover, promoting niche markets, such as eco-tourism, gastronomy, and wellness tourism, can attract a diverse range of visitors. Lastly, maintaining robust partnerships with airlines and travel agencies will be crucial to expanding the reach of Morocco as a preferred destination.
Editor: Thank you, Dr. El Amari, for your insights into Morocco’s tourism sector and the promising steps being taken to enhance its global appeal. We look forward to seeing how these initiatives unfold in the coming years.
Dr. Amari: Thank you for having me! It’s an exciting time for Moroccan tourism, and I’m eager to see how it evolves.
Editor: That’s all for today’s discussion. Thank you to our viewers for tuning in! Until next time, keep exploring the world of travel and tourism through our lens at Time.news.