The last official visit of His Majesty King Mohamed VI to the Russian Federation retained the tourism sector as an important axis for strengthening cooperation and economic relations between the two countries. During the opening session of the mega edutour in Agadir, between Russian professionals and their Moroccan colleagues, the Ambassador of the Russian Federation in Rabat as well as the Director General of the ONMT praised the stability and security which reign in Morocco.
The last official visit of His Majesty King Mohamed VI to the Russian Federation retained the tourism sector as an important axis for strengthening cooperation and economic relations between the two countries. During the opening session of the Agadir mega eductour, between Russian professionals and their Moroccan colleagues, the Ambassador of the Russian Federation in Rabat as well as the Director General of the ONMT praised the stability and security which reign in Morocco.
It should be noted that the Russian market has 20 million travelers abroad, including 4 million to Turkey and 3 million to Egypt. Morocco receives barely 45,000 Russian customers out of the 10 million tourist arrivals officially declared at border posts. The objective in 2016 is to reach 70,000 customers, which remains tiny compared to other competing countries which offer suitable tourist products sought after by Russian customers.
It must be said that the proximity of Turkey and Egypt, compared to Morocco, means that air fares are more attractive, therefore to the disadvantage of Morocco. But it’s not just that: the lack of seaside litter capacity disadvantages the Moroccan product, as well as failures in terms of service provision regarding All Inclusive, Russian-speaking guides, attractiveness in terms of tourist and cultural activities, etc….
IT is disturbing to learn from the mouths of our national tourism officials, during each official event, that Morocco aims for high-contribution tourism when the reality is quite different. When you sell All Inclusive per week for 250 euros, you cannot claim to be selling a high-end product. THAT we stop talking nonsense. At this time of tourism crisis, hoteliers are going even lower in terms of prices to be able to cover their costs. There’s a rush to cut prices to save the mess…
A major hotel professional explains, on this subject, that 20 years ago, the price of half board was far more expensive than that of the current All Inclusive. What a high end we are talking about then. How profitable when the rate remains stuck around 45% whereas for a hotel of good capacity it must be at 75% minimum.
It is certain that the Maga Eductour operation of 300 people, invited for four days to Agadir, will have allowed tour operators to see the seaside product and get a close look at the hotel infrastructure as a whole. The first point raised by these Russian professionals is the lack of cultural attractiveness in the destination. Indeed, Russian customers like to combine a seaside stay with cultural activities. It is obvious that by comparing the Turkish beach product and its components as well as the Egyptian product, this means that we are at a disadvantage. Seen by tour operators that means a lot.
Our managers, at several levels, and our professionals must understand that a good product is easily salable, while a bad product will never be, despite the proliferation of mega educational tours. When we see that Agadir is still incapable of finding the right concept that will promote its marketing and promotion, we really wonder with many observers that it will still be the future of the destination, within the competition.
In order to strengthen the air link between Morocco and Russia, Royal Air Maroc is launching in partnership with the ONMT a regular direct connection Moscow – Casablanca – Agadir with 3 weekly frequencies. These will have to be reinforced by direct flights from Moscow and Saint Petersburg to Agadir and Marrakech. Once these flights are operational, we will be able to judge the impact of the Russian Maga eductour in Agadir and its consequences on the marketing of the product.
In parallel with promotional actions, a 360° communication system is planned by the ONMT with the Russian media and public. This campaign includes urban posters in Moscow and Saint Petersburg, press insertions, radio spots and digital communication supported by public relations operations in both Russia and Morocco. It is certain that as long as the political crisis rages between the Russian Federation and Turkey as well as Egypt, there is strong Russian tourism potential to be exploited for Maros. But provided you put in the right product, the right air connections and perseverance in terms of promotion with a long-term vision.
