The year is just starting and Marrakech is already on the starting blocks. 11th best destination in the world according to the New York Times, 7th destination in the world according to National Geographic magazine, the city has also just been ranked among the 20 flagship destinations to visit this year by the daily newspaper Le Monde, not to mention the various awards collected by its hotel establishments. These distinctions firstly reward the efforts undertaken in Marrakech to improve the product and diversify the segments. Marrakech has gone from a cultural tourist destination to a multi-product destination (family, golf, mice, nature and adventure). It is also a distinction for its tourist sites and its heritage as well as museums like that of Yves Saint Laurent which will open its doors in 2017. It must be said that the facelift carried out by Marrakech on the eve of the COP22 has made it possible to improve the tourist product. Beyond the direct fallout from this conference which restored tourism for 2016, the gain was double for Marrakech, estimates Hamid Bentahar, president of the regional tourism council. First in terms of marketing and communication and then in terms of product.
Indeed, several projects (garden, roads, lighting, etc.) have been accelerated. But it’s not all about winning accolades. We must know how to capitalize on these by, for example, promoting the experience and know-how that Marrakech has acquired in order to attract other large-scale events. Also capitalize on this potential for confidence in the USA and “work” more on the American market. Unfortunately, given the small budget of the ONMT, 500 million DH, for all the cities of Morocco, we cannot achieve miracles. And even the famous regional promotion fund which had been approved before the Sovereign – as part of Marrakech renewal – never saw the light of day. However, the growing capacity of the city – Marrakech continues to attract tourist investments and each year, some 1,000 new beds are added to the current capacity – requires much more aggressive promotion, insists Lahcen Zelmat, president of the National Federation of the Hotel Industry.
The scissor effect between capacity supply is increasing more quickly, while overnight stays are stagnating, strongly impacting the business of the hotel segment. “We need all-out promotion in traditional markets, including France in particular, but also in new source markets,” recommend the professionals. Without this, we cannot expect miracles!
Best destination…
• 2016: Best Street Food destination according to CNN and 3rd best destination according to Travelers choice Tripadvisor
• 2015: Best Golf Destination named by the International Association of Golf Tour Operators (IAGTO)
•2014: 6th destination in the world by Travelers choice Tripadvisor (title also obtained in 2010)
• 2014: best ski resort for Oukaimeden by CNN.
• 2014: Best luxury hotel, best Spa… the Palais Namaskar managed to win several distinctions from the World luxury Hotels Awards
• 2013: Marrakech is in the top 40 vacation spots most popular with the planet’s super-rich on the Business Inside website
• 2013: The La Mamounia palace is ranked by Condé Nast Traveler and Travel and Leisure as one of the best hotels in the world
• 2013: 2nd best place in the world for Jama El Fna awarded by the Lonely Planet travel guide.
