Tourism
From The Report: Morocco 2016
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Welcoming more than 10m tourists annually since 2014, Morocco is Africa’s top tourism destination by foreign arrivals, the result of a decade of steady development under the framework of two successive sector development plans, Vision 2010 and Vision 2020. Despite an increasingly challenging regional environment, the sector has proved resilient thanks to the kingdom’s political stability, with only a minor drop in tourist arrivals in 2015. Authorities are expecting the sector to pick up in 2016, driven by increased air connectivity, further diversification of source markets and a more specialised tourism supply.

This chapter contains an interview with Omar Kabbaj, CEO, Interedec.

Articles from this Chapter

Overview

A regional leader: The sector plan emphasises diversification of the offering, improved air connectivity and investment in promotion
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Welcoming more than 10m tourists annually since 2014, Morocco is Africa’s number-one tourism destination in terms of foreign arrivals. This comes on the back of a decade of steady development under the framework of two successive sector development plans, Vision 2010 and Vision 2020 aimed at structuring and consolidating the tourism industry. The sector accounts for around 12% of Morocco’s GDP and directly employs roughly 507,000 workers, according to the Ministry of Tourism (MoT). In spite…

Analysis

Looking further afield: Adding new air connections and developing new marketing campaigns to boost visitor numbers
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In a bid to attract 1.5m additional visitors by 2018, the Moroccan National Tourism Office (Office National Marocain du Tourisme, ONMT) rolled out a Dh400m (€36.7m) investment plan in 2015 aimed at diversifying its source markets through two main channels: improving Morocco’s air connectivity – with a projected opening of 57 new air routes – and the development of digital marketing campaigns. Germany The fastest-growing source market for Morocco in 2015 was Germany, with nearly 300,000…

Interview

Strengthening assets: OBG talks to Omar Kabbaj, CEO, Interedec
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Interview:Omar Kabbaj What can be done to increase the attractiveness of Casablanca as a travel destination? OMAR KABBAJ: Casablanca is the first destination in Morocco for business and cruise tourism. It is also the third tourism destination overall after Marrakech and Agadir. However, despite its mythic name – once featured in a cult movie – strong international competition in urban tourism is forcing large international cities to adopt a strengthened branding strategy that brings…