For Abderrafie Zouitene, CEO of the ONMT, “in addition to defining a solid regional brand for the central Morocco territory, the Office’s marketing plan provides for the densification of air transport, communication campaigns, and the strengthening of the region’s presence in the media”(Ph YSA)
A new marketing plan for the “Morocco center” tourist area is in progress. The main axes of this have just been revealed to professionals and authorities in the Fez-Meknes region. Presented by Abderrafie Zouitene, CEO of the Moroccan National Tourism Office (ONMT), last Saturday, at the wilaya, the new roadmap extends over 4 years (2017-2021) and aims to reposition the destination. Designed by the Office’s experts, in partnership with tourism professionals, local and elected authorities, and other partners, the strategy to boost tourism draws on the strengths of Fez as an “open-air museum”. “A trip offering a new experience that exalts the senses and nourishes the spirit,” says the head of the Office.
According to him, this product is made up in particular of two imperial cities (Fez and Meknes), but also of the Saïss plains and the Middle Atlas mountains, which could offer economic tourist activity for the localities of Sefrou, Moulay Yacoub, Ifrane, Azrou, Taza, Taounate, Khénifra and Guercif etc. In short, it is a destination that we want to promote thanks to a positioning based on culture, history, eco-tourism, sport, outdoor leisure and hydrotherapy.
In fact, the regional strategy is focused on truly promoting cultural and historical heritage.
The aim is, first of all, to create new circuits relating the historical richness of Fez and Meknes in an original way, while capitalizing on Andalusian music and structuring the artisanal sector. In addition to capitalizing on the region’s countless assets relating to local products and natural sites (with the creation of new gastronomic circuits (olive oil, aromatic and medicinal plants, saffron, honey, truffles, etc.), the program insists on the contribution of thematic circuits (hiking, exploration of caves and chasms, archaeology, etc.) as well as the creation of agro-tourist accommodation. Its success is, however, dependent on the effective involvement of market players “The latter are called upon to adopt a disruptive strategy allowing the structuring of the product and its marketing repositioning,” underlines Zouitene.
Based on the culture of experience, the central Morocco territory is capable of competing with major destinations on incomparable cultural historical heritage (tangible and intangible). “It is an exceptional place of pilgrimage for African Muslims and a center of knowledge and universities that must be promoted. It is full of the most refined elements of the art of living produced by the region, and is considered a terroir of first-rate nature: vineyards, spices, olive groves, cedar groves…,” we explain.
To promote this territory, the ONMT is planning a set of promotional actions. This includes participation in fairs and exhibitions, institutional advertising, educational tours, as well as cultural weeks. For this last component, a first cultural and gastronomic week is announced from February 8 in Dakar (Senegal). This will celebrate the inauguration of the Office’s first representation in Africa. The mission of this new delegation will be to promote the destination to pilgrims.
In addition, the central Morocco territory will have its own brand. This approach is part of a global plan linked to the advanced regionalization of the Kingdom which aims to provide each region with a brand. “For Fez-Meknes, an Anglo-Saxon firm bringing together international experts was selected for this work.” The establishment of an optimized regional governance mode and the mobilization of Moroccan tourism professionals in order to strengthen commercial canvassing are not left out.
Also a priority in the Office’s strategy, the digital promotion of the destination will be done via a website which provides all the information on the region. A 3-minute film on the “destination seen from the sky”, produced in partnership with the royal gendarmerie, will be widely broadcast as well as testimonies from major personalities, such as Richard Attias.
Note that the marketing, communication and promotion actions to build this image are spread over 4 years. “The perception of Morocco’s image is good, particularly security. Our approach will give new impetus to Fez and its region. It will also give visibility to our foreign partners (tour operators, TOs, airlines,” concludes Zouitene.
Source: leconomiste
