If 2022 was the year of recovery for Moroccan tourism, 2023 should be the year of challenge. With more than MAD 2 billion invested last year, the sector managed to reap the results obtained before the health crisis and posted a recovery rate of 72%. In 2022, 92% of air traffic has been recovered and more than 10 million visitors have been welcomed. With this new upward trend, the Moroccan tourism sector is taking off again. For the year 2023, the authorities in charge of the tourism sector have established clear and optimistic objectives: to exceed 100 billion dirhams in revenue and 13 million arrivals. In short, surpass the historic record reached in 2019. To do this, the Ministry of Tourism is preparing to publish its brand new roadmap for the period 2023-2030, accompanying it with a substantial annual budget envelope. This funding should enable the sector to live up to its ambitions and achieve the planned 10% annual growth. Even if we are still awaiting the publication of said plan of attack, the ministry’s strategy should mainly focus on two levers of competitiveness: strengthening air travel, with a restructuring of the tourist offer, an increase in seat capacities and an increase in connections with emerging countries; and investment, public and private, which should allow an increase in hotel capacity and the birth of new entertainment offers, particularly in the Souss Massa region. The financing of new promotional campaigns as well as the development of the digital presence are also important areas. They should enable the evolution of the Morocco brand and the harmonious creation of numerous potential markets alongside traditional markets. If the Kingdom’s potential no longer needs to be demonstrated, it now wants to change paradigm and move from a logic of destinations to a logic of tourist sectors and experiences, to better respond to international and national tourist demand. Taking advantage of the influence of the Atlas Lions during the last world championship and classified by the Washington Post among the best tourist destinations of the year 2023, the tourism sector is recording record figures at the start of the year. Morocco is thus at the head of reservations on travel sites such as Intrepid Travel or Modern Adventure. A real priority of the government, tourism has visibly undertaken an important turning point which could raise the country among the most popular tourist destinations on the planet.
source: maroc-diplomatique.net
