Tourism French Market The Top Resa 2012 Show is gloomy, reflecting the economic and social situation in France.
The Top Resa 2012 show will not have been a good celebration because of the undeniable impact of the economic and social crisis plaguing France. Closure of industrial and economic establishments, layoffs by the thousands and the future is not rosy at all. A possible exit from the crisis is planned, according to the President of the French Republic, at the beginning of 2014. Until then, the crisis must be managed well. The opening day of the French tourism fair was also well below what we knew before. No jostling at the entrance, as usual.
The Top Resa 2012 show will not have been a good celebration because of the undeniable impact of the economic and social crisis plaguing France. Closure of industrial and economic establishments, layoffs by the thousands and the future is not rosy at all. A possible exit from the crisis is planned, according to the President of the French Republic, at the beginning of 2014. Until then, the crisis must be managed well. The opening day of the French tourism fair was also well below what we knew before. No jostling at the entrance, as usual.
The second day the show moved a little better, but no performance to report; we could clearly see that people were going in circles and that business was not coming. The Moroccan professionals present were twiddling their fingers, due to lack of contacts, in a failed and non-functional stand which in no way encouraged contacts. Tea and pastries distributed to applicants on a snack basis, anti-promotion in this period of crisis. During the ITB last year, hostesses distributed unlimited tea and pastries, to the great joy of visitors and Moroccan professionals. In Paris, it was really too stingy, especially when we know that the French appreciate tea and Moroccan pastries.
Three important subjects dominated the discussions between the Moroccan professionals present at Top Resa: the tourism situation, air travel, and the implementation planned by the supervisory ministry of the High Authorities of Tourism (HAT) and the Tourist Development Agencies (ADT). Note that Minister Haddad, present at the show, unfortunately did not tour the exhibitors in the Morocco stand. Neither he nor the CEO of the ONMT were able to take this opportunity to meet the professionals and discuss with them, albeit briefly to listen to their remarks and grievances.
There is a clear disconnect in terms of communication between decision-makers and professionals in the field and it is a shame and very regrettable. It is this lack of real consultation between the two parties, for which the administration is also responsible because it is it which decides, which has been well criticized with regard to the ministry’s approach to the establishment of the HAT and the ADT. A current topic to which we will return soon with more details. This is a hot topic with provisions and decisions that will jeopardize the future of tourism in Morocco. However, without the truthful and sincere involvement of professionals, we will only go backwards instead of moving forward, despite the fine speeches of those in charge. That said, a working lunch meeting took place, at the initiative of the ONMT Paris delegate, between Minister Haddad and the French TOs, in the presence of the ONMT CEO and Abderrahim Oummani, v/p of the National Tourism Federation FNT (representing the sufferer present that day) and honorary president of the National Federation of the Hotel Industry FNIH. On the French side were present the president of TUI France; the president of CETO, the president of SNAV, the president of FRAM, the co-founder of Promo vacances and the CEO of TUI Marmara.
The discussions focused, among other things, on the current situation, an unavoidable subject, but also on the actions to be taken to encourage sales, according to corroborating sources both French and Moroccan. The airline was also discussed with the great desire to apply the principle of one seat one bed, to really bring French customers to Morocco. The French TO expressed the desire for development and consolidation first of all existing destinations, including Agadir and the seaside in general. Tours of the imperial cities are running out of steam, while ecological tourism is gaining more and more momentum. Internet sales are growing significantly and Morocco must follow and support the movement with the necessary promotion, advertising and communication. An e-tourism strategy is necessary to ensure good sales of the tourism product.
Finally, it should be remembered that the French market remains the leading European tourist market, both in terms of arrivals and overnight stays. It is a vital market for our tourism, which declines depending on the uncertainties, but which is maintained given the privileged relations between the two countries. Air connections are also the most numerous between the two countries. It is the primary market for the two largest destinations in the Kingdom. Agadir, despite the handicap of air connections, remains a destination where the French market has for years still held first place as a European source market. The first 8 months of 2012 saw 135,570 arrivals and 825,480 overnight stays while 2010 saw 159,666 and 1,028,117 respectively.
In any case, you have to know how to manage this difficult but non-dramatic tourist situation all the same, relating to the French market; because in the opinion of French TOs the flow is certainly decreasing, but demand in Morocco (notably for the seaside resort of Agadir and MICE in Marrakech) looks quite promising in the near months to come.
Mohamed RIAL
