23 Sep Interview with HE Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and Social and Solidarity Economy of Morocco
Can you give us an overview of Morocco’s tourism sector including key facts and figures to underline the importance of the sector to the economy?
Tourism is a significant contributor to the Moroccan economy, playing a key role in the country’s development. It makes up seven percent of the gross domestic product, which really underscores its importance. Plus, tourism directly employs more than six percent of the active population, approximately 800,000 people and has a significant impact on other related sectors, especially handicraft. The handicraft sector alone employs 2.6 million people, demonstrating just how far-reaching tourism’s influence on employment is.
Tourism also brings in substantial revenue, generating $10.4 billion in foreign exchange earnings. This inflow of revenue is crucial for the nation’s economic health and growth. Investment in tourism is also robust, with a steady five percent annual increase, indicating growing confidence in Morocco’s tourism potential. Notably, foreign direct investment in this sector makes up 20 percent, reflecting the attractive opportunities that Morocco presents to international investors.
When our government took office, the country was going through a critical period, marked by the COVID-19, which severely impacted the economy, especially the tourism sector. We had to act quickly with two main priorities in mind. Our first action was a short term $200 million emergency plan to provide immediate cash relief to industry professionals. Second, we developed a comprehensive tourism recovery plan aimed at reestablishing Morocco as a top travel destination. Our goal was to quickly position Morocco as a preferred choice for international travelers, once travel restrictions were lifted and it worked. Despite obstacles, we achieved an impressive recovery rate of 84 percent of pre-pandemic levels by 2022. Moreover, we improved our ranking in the UN-Tourism from 34th in 2019 to 22nd.
2022 wasn’t just another year for us; it was a pivotal moment to reassess our vision. We found ourselves at a crossroads, questioning whether we should simply aim to recapture our pre-pandemic success of 13 million visitors in 2019, or if we should dream bigger. After careful consideration, we’ve set our sights on an ambitious vision: to welcome 26 million tourists by 2030 and cement our place among the world’s top 15 destinations.
What is the government’s tourism strategy, including strategies to diversify the tourism product? How is the country preparing for the Africa Cup of Nations 2025 and World Cup 2030?
We’ve made a bold, transformative choice for our tourism sector. As a first step toward our 2030 vision, we launched a 2023-2026 tourism roadmap that is already delivering incredible results. A record breaking 14.5 million tourists in 2023 and we had an impressive 14 percent growth since then up to June 2024. Our 2023-2026 tourism roadmap aims to welcome 17.5 million tourists by 2026, create 200,000 new jobs and attract $12 billion in tourism earnings. We’re revolutionizing the Moroccan tourism experience through nine exciting thematic fields, including Ocean Waves, Hiking and Trekking, MICE, Cultural Circuits, Desert & Oasis Adventures. This innovative approach ensures that every region of Morocco shines with its unique potential, offering unforgettable Moroccan experiences year-round.
To implement this offer, we’re charging full steam ahead with our strategic initiatives. We’re set to double our direct flights to major international markets, significantly boosting connectivity. Our “Morocco Kingdom of Light” campaign is reaching new heights, captivating potential visitors worldwide. We’re also elevating our hospitality offerings across the board, from luxurious resorts to budget friendly options, ensuring every traveler finds their perfect stay. In addition, we’re enriching our animation experience to cater to diverse tourist needs and enhancing service quality through an ambitious training program.
The upcoming Africa Cup of Nations 2025 and the World Cup 2030 are incredibly exciting opportunities for us. These events are real catalysts that are pushing us to accelerate our plans. We’re pouring our energy and creativity into preparing for these monumental occasions, which will showcase Morocco’s warmth, beauty and world-class hospitality on a global stage.
What are some of the sector’s biggest challenges and opportunities on its ambition to reach 26 million visitors by 2030?
There is a tremendous momentum for tourism investments in Morocco, with many investment opportunities to seize across the entire value chain. We’re focusing on accommodation expansion, aiming to add 40,000 new beds by 2026. In 2023 alone, we’ve added 135 new units and are actively partnering with investors to accelerate this growth. Alongside expansion, we’re modernizing existing facilities through our “Cap Hospitality” initiative, which will upgrade 25,000 hotel rooms with state backed renovation loans.
We’re also investing in flagship animation tourism projects across Morocco, including attraction parks, hot air balloon zones and exhibition centers. These projects are designed to enhance the overall tourist experience, encouraging longer stays and exploration beyond traditional hotspots. To complement these physical assets, we’re stimulating the development of entertainment and animation SMEs to enrich visitor experiences and boost return rates. Quality of service is also a priority, which is why we’ve launched comprehensive training programs ensuring high standards across the hospitality sector.
Beyond tourism specific infrastructure, Morocco is undergoing significant national development that will greatly benefit the tourism sector. Major projects include the extension of our high-speed train network to connect major cities, as well as a major plan to extend the capacity of key airports while enhancing in-site tourist experiences.
With the major sporting events on the horizon, these investments take on even greater significance. We’re rolling out a comprehensive game plan to make the most of these global spotlights, with the aim of firmly establishing Morocco as a world class destination that captures the interest of travelers from every corner of the world.
What are the government’s strategies to promote economic development while protecting the country’s land and marine assets.
Under the leadership of His Majesty King Mohammed VI, may God assist him, Morocco has long been committed to clean energy and sustainable development. In tourism we follow this path, as our industry fundamentally relies on the diversity of our natural and cultural resources, which we must preserve.
Today, we are witnessing a growing trend towards ecotourism, which reflects an increased awareness of environmental issues among tourists and local communities. Recognizing this shift, we’ve made sustainability a cornerstone of our tourism roadmap. We have established a cross-cutting field dedicated to sustainable development to encourage eco-friendly practices throughout the tourism value chain.
Additionally, as part of our national program GO SIYAHA, we have implemented a Green Development support mechanism that helps tourism businesses transition to cleaner practices by covering up to 40 percent of their investments in environmentally friendly technologies, such as smart energy and water management systems.
We are also expanding our touristic offer to include activities such as “Nature, Trekking & Hiking”, ”Desert & Oasis Adventure” and “Cultural Circuits”, which promote ecotourism practices. Furthermore, we are investing in developing rural tourism in the hinterlands to involve Moroccan villages and allow local communities to economically benefit.
Finally, the new ongoing regulation reform will support the development of alternative ecotourism accommodations, like eco-lodges, cabins and homestays. This will give tourists the opportunity to connect more deeply with the rich natural and cultural diversity of Morocco in different regions.
How important is North America in your global tourism strategy?
The American market is a key player for Moroccan tourism, ranking in the top five for tourist arrivals. By the end of 2023, the U.S. market had bounced back to 96 percent of its pre-pandemic levels, with overnight stays up by 17 percent and tourism revenues up by two percent compared to 2019. The trend is very positive, with the market fully regaining its pre-pandemic arrival levels in the first five months of 2024. We have big ambitions for the US market. We want to attract 1 million American tourists by 2026. To do so, we are working on three main areas.
First, we are enhancing Morocco’s visibility by partnering with well-known brands that resonate with Americans and participating in major events with significant media coverage. For example, we recently ran the “Kingdom of Light” Roadshow, celebrating Moroccan culture across the U.S. Second, we’re improving airline connections to Morocco by increasing direct flights to tourist destinations. The Moroccan National Tourism Office has partnered with United Airlines to launch a new direct flight route between Marrakech and New York, starting in October 2024, marking the first point to point connection by an American airline to Morocco and North Africa. Lastly, we’re engaging with travel industry operators by partnering with several tour operators to boost sales and visibility among travel agents and tour operators.
How strong is the American presence in the local tourism industry and what is the importance of North American investors to develop the sector?
American companies have established a significant presence in Morocco’s tourism landscape, contributing substantially to the development of infrastructure, hospitality and services. Renowned hotel chains such as Four Seasons, Marriott, Ritz-Carlton and Nobu exemplify this investment trend. These North American investors bring not only capital but also valuable expertise and innovation, crucial for the sector’s growth.
The opportunities for American investors in Morocco’s tourism industry are vast and varied. From luxury accommodations to ecotourism and adventure travel, the potential for growth is significant. Morocco’s strategic location, rich cultural heritage and natural diversity make it an attractive destination for investment. As tourism in Morocco continues to explode, Morocco offers American investors an unparalleled opportunity to be part of a thriving and transformative tourism landscape.
Can you highlight some of the latest promotional campaigns and the government’s strategies to brand Morocco as a priority tourism destination?
Our marketing approach has been multifaceted, innovative and responsive to current challenges and evolving travel trends. First, we launched our “Kingdom of Light” campaign across our main markets, with a strong emphasis on digital strategies. This approach was particularly effective in a post-Covid era as well as promoting our summer seasons and reaching a broader, more connected audience. We launched the “Forever Marrakech” campaign in response to the September 8th earthquake, to demonstrate Morocco’s resilience and our commitment to supporting our key tourist destinations in the face of adversity. The Moroccan National Tourist Office has also invested in a constant social media presence with “always-on” content production. This strategy keeps potential visitors engaged and interested in Morocco throughout the year. We invest in Influencer campaigns that play a crucial role in our communication strategy. Our “Trendhouse” operation, involving 10 TikTok creators, aimed to position Morocco as a must-visit destination for young travelers. We also organized a masterclass in collaboration with TikTok and ONMT to train tourism professionals in new digital communication trends.
We’ve leveraged major cultural events, such as the “the London Family” operation during the Mawazine festival, to showcase our rich cultural heritage. In the sports domain, our partnership with Netflix for the “Netflix Cup” has been an excellent opportunity to promote Morocco as a premier golfing destination, thus diversifying our tourism offerings. We’ve also invested in brand content, including a golf program on Euronews and a special edition of the French TV show “C’est à vous” featuring Moroccan chefs, which has helped to promote our local gastronomy.
All these marketing initiatives revolve around our key brand values: authenticity and modernity. Our goal is to position Morocco as a responsible destination that offers unique and authentic experiences while being at the forefront of global tourism trends.
What are your final messages to the readers of NEWSWEEK?
To Newsweek Readers, I’m happy to invite you to discover Morocco, a country full of opportunities for investors and travelers alike. Now is the perfect time to invest in Morocco and here’s why: we have modern infrastructure to support your business, a new investment charter that makes investing easy and straightforward, with many financial incentives. We will support you every step of the way.
Morocco isn’t just about business. We’re also the most welcoming country you’ll ever visit, home to amazing cultural sites and experiences and known for some of the best food you’ll ever taste. From busy cities to peaceful beaches and deserts, Morocco has it all. Come see for yourself why Morocco is the place to be for investors and travelers. We can’t wait to welcome you.