Around 80,000: this is the number of Jewish tourists who visited Morocco in 2018. The average expenditure per tourist is around 11,000 DH excluding air travel (mainly via Istanbul, Malta or Athens). According to Lesley Sachez, CEO of the Complet Tours agency which holds 70% of this market (i.e. 50,000 people/year), the number of Israeli tourists who traveled via her agency increased by 32% between 2017 and 2018. “We expect growth of 20% this year. The high season begins in September and lasts almost the whole year. Currently, we are approaching Sukkot, a holiday period where three Jewish pilgrimage festivals coincide. I’m planning around fifty circuits for the month of October alone,” says Lesley Sanchez.
At the beginning, the clientele was mainly made up of Sephardic Jews who were on a roots trip to Morocco. Today, several Ashkenazim are arriving, not to mention an increase in religious people whose needs are more specific in terms of kosher food and utensils. “A cook travels with the group of religious people and prepares their kosher meals in the hotel kitchens. Some people bring back pots and pans in their luggage. Today, several hotels in different cities in Morocco dedicate part of their kitchen to the community to prepare their vegetarian or kosher meals. The volume of tourists has increased thanks to organized kosher trips,” explains Ms. Sanchez.
Demand shifts towards adventure, discovery and MICE
The ONMT certainly does not promote the Morocco destination in Israel. But word of mouth helps to make the Kingdom better known. The feedback is positive. “Security is assured; Moroccans are warm and hospitable. These are the main messages relayed by visitors returning home,” explains Youssef Safine, a Hebrew-speaking guide based in Marrakech, who accompanies up to three groups per day.
Tour operators of Moroccan origin promote the Morocco destination to tourists and their partners. “In general, the basic route for Sephardic Jews begins in Casablanca via Marrakech for three days, Essaouira and ends in Fez. These tourists are very attached to traditions and visit Jewish holy places in Morocco during the Hiloula periods. Between 4,000 and 6,000 Jews visit Morocco every Hiloula,” explains Chouvi Assayag, owner of the Dar Ima restaurant in Marrakech. “The only kosher restaurant in the ocher city,” according to him.
But it has evolved over the past few years. She “migrated towards more adventures and discoveries. Previously, the circuit was the same for everyone. We recently introduced Chaouen as well as Tangier and Tetouan into the circuit. Some of them even rent self-drive Jeeps with mechanics to visit Rabat, Casablanca, Fez, Afourar and finally Marrakech. The MICE and conference niche is also growing. We have received groups of prestigious multinationals such as L’Oréal, Unilever and BMW scheduled for 2019,” reveals Ms. Sanchez.
To be able to stay in Morocco, Jewish tourists of Israeli nationality obtain a 15-day visa upon arrival at Casablanca airport (the tour does not exceed 11 days). Certain tourists with dual European, American or even Moroccan nationality are exempt from this procedure. More and more of them would be fascinated by the beauty of Moroccan landscapes. In any case, this specific market is significant for the Moroccan tourism sector. Its growth potential is significant, provided some adjustments are made, particularly in terms of catering.
source: lavieeco.com
