In an era where digital technology is transforming every aspect of our lives, Morocco is not left behind. The country launched the first edition of the #SIYAHAPASSION competition, an initiative led by the National Confederation of Tourism (CNT) in collaboration with experts and professionals in tourism education. The goal? Highlight careers in the tourism industry and inspire a new generation of guides and professionals. The competition, supported by the Ministry of Tourism, Social and Solidarity Economy and the Moroccan National Tourism Office, quickly captured attention with more than a million followers and the presentation of nearly fifty videos. The organizers hope not only to promote tourism, but also to stimulate the digital transformation of the sector, essential for the economic development of the kingdom. The competition provides a platform in which citizens, students and professionals can share their experiences, ambitions and future visions for tourism through creative videos. Using formats ranging from thirty seconds to three minutes, participants are encouraged to deploy visual narrative techniques to highlight their talent and the diversity of professions in the sector. The public can discover these stories on TikTok and Instagram using the hashtag #SIYAHAPASSION and the tag @yallahmorocco_. From April 5 to May 5, 2024, this initiative will not only highlight hidden talents, but also strengthen links between tourism stakeholders across the country. A jury comprised of tourism leaders, educational institution leaders and social media experts will evaluate submissions based on originality, clarity of message and quality of production. The winners will benefit from cash prizes of 10,000, 7,000 and 5,000 dirhams, as well as stays for two in partner hotels, rewarding the best creative works. This bold initiative demonstrates Morocco’s commitment to embrace the future while promoting an industry crucial to its economy. With the #SIYAHAPASSION competition, Morocco does not just follow global trends, it seeks to define them, thus projecting its image as an innovative and dynamic hub on the international tourism scene.
