Morocco’s leading seaside resort is ending 2016 under the sign of resilience. Tourist numbers remained at the same level as last year thanks mainly to national customers who were able to compensate for the decline in traditional source markets in a difficult international environment.
« The tourism sector in Agadir has once again confirmed its strong resilience in a period characterized by great turbulence on an international scale », notes the director of the Regional Tourism Council (CRT), Fouad Hajoui who notes that the year should end with an increase rate of between 2 and 4%.
From -9 pc during the first half, the number of visitors actually increased over the first 11 months of the year to 2 pc.
The national market maintains its position as the main tourist demand for Agadir with 325,766 visitors and an increase rate of 9.2 pc.
Despite its decline of 15 pc, the French market remains in second position with 116,273 tourists, followed by the German market with 85,829 and an increase rate of 5.3%. The English market with 68,881 marked a drop of 5.6 pc.
For many professionals, this is an achievement given the international context in which the tourism sector has evolved.
The slowdown in global economic growth, the repercussions of security turmoil in many Arab countries and the collateral damage of terrorist attacks in France and Belgium with a rise in hate speech and fear have strongly affected the tourism industry.
In the opinion of Guy Mrach, president of the CRT of Agdir Souss-Massa, faced with these exogenous factors, Morocco has undoubtedly demonstrated a strong capacity for resilience.
« We benefit from what we call +the Moroccan exception+ », he notes.
The kingdom is the only country south of the Mediterranean that has been classified by the French Ministry of Foreign Affairs, the British Foreign Office and the American State Department as a safe destination. Mrach, who chairs a hotel group active in several cities in the Kingdom, nevertheless notes the importance today for professionals in the Agadir destination to adapt to the “digital revolution” as well as to the new management methods which characterize the sector.
The customer is no longer obliged to go through the agency to purchase a package. With the internet, To online and Low Cost airlines, the customer creates their own trip at home. “Our promotion and marketing approach must therefore evolve and adapt to this new behavior,” he insists. In order to relaunch the destination, the CRT, in consultation with local authorities, elected officials and other partners such as the ONMT and RAM, is engaged in a vast project.
The diversification of the seaside product by promoting regional cultural and natural potential is at the heart of the plan put in place, which also includes promotion and communication actions aimed at the main source markets, the prospecting of new emerging markets such as the Russian market and those of Eastern Europe, the promotion of sales networks, events with the organization of online TO congresses, golf and surfing competitions, in addition to promotional campaigns on the national market.
Another equally urgent task concerns, it is indicated, the harmonization of the message around the destination so that it is in phase with the national image. The Moroccan National Tourist Office is tackling this essential branding mission.
With regard to air transport, a key element in the development of tourist flows, the CRT announced that it had taken steps with various national and foreign regular and low cost airlines to set up an air base in Agadir, capable of meeting the needs of different markets and ensuring new frequencies.
This air base will also make it possible to develop domestic frequencies between Agadir and Casablanca. In this sense, the support of the regional council through the creation of an aid fund for airlines is considered essential to succeed in such a challenge by setting up an aircraft capable of serving the 14 weekly routes and strengthening point-to-point services.
In an international context which is not expected to change any time soon, only in-depth work on the part of operators and various players in the sector at the regional and national level can enable Agadir to maintain all its attractiveness and gain more market share in a most competitive industry.
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