Marrakech – At the Europamundo 2024 Convention, which is being held in Marrakech from November 1-4, industry leaders gather to discuss the evolving landscape of global tourism and the significant role Morocco plays in it.
With over 590 tour operators from more than 50 countries in attendance, the event demonstrates Morocco’s potential as a premier multi-destination hotspot, a sentiment echoed by many key figures in the industry.
Biven Lund-Christian, President of the Board of Directors at Europamundo, spoke about Morocco’s growth over the years, in an interview with Morocco World News (MWN). “The product that we are selling today is really a different product,” he said, highlighting that Morocco’s blend of luxury and authenticity, makes it attractive to a diverse range of tourists.
Discussions at the convention also revolved around sustainability and responsible tourism. With an increasing awareness of the environmental impact of travel, operators recognized the necessity of incorporating sustainable practices into their offerings.
The government of Morocco has also been proactive in promoting tourism as a key economic driver. Initiatives aimed at improving infrastructure, such as expanding airports and modernizing public transportation, have made it easier for tourists to explore the country.
Additionally, the Moroccan Ministry of Tourism is actively working to enhance marketing efforts and improve the overall visitor experience.
High goals for Moroccan tourism
The Europamundo Convention is an opportunity to promote Morocco’s tourism vision, which has a goal to attract 26 million tourists worldwide.
Alejandro de la Ossa, CEO of Europamundo Vacaciones, shared his insights on this vision with MWN during the convention, praising Morocco’s transformation over the past two decades.
“The evolution of the people, the evolution of the city, the evolution of the infrastructures – it’s a fantastic country today,” he noted.
Ossa’s perspective highlights the strategic investments and developments that have positioned Morocco as a key player in the global tourism market.
An immersive experience
One of the standout features of this year’s convention is the extensive post-tours planned for participants.
Delegates are invited to experience the rich diversity of the country firsthand, with two distinct circuits showcasing southern Morocco and the regions along its Atlantic coast.
As the participants are able to see first-hand, Morocco’s rich history is a key element that captivates travelers. From the ancient medinas of Fez to the Roman ruins of Volubilis, the country’s historical sites offer a glimpse into its storied past.
Looking ahead
The conversations at the Europamundo Convention signal a promising future for Morocco, demonstrating a united effort to enhance its global image.
The collective enthusiasm and commitment from industry leaders at the event reflect a strong strategic direction for Moroccan tourism, aligning with the nation’s aspirations to welcome an increasing number of international visitors.
In light of recent geopolitical tensions in the region, Morocco’s reputation as a safe travel destination has become increasingly significant.
With the tourism industry in Europe and other regions recovering from the impacts of the pandemic, travelers are seeking destinations that promise not only adventure but also peace of mind.
As the convention is drawing to a close, the shared optimism among attendees is palpable.
Looking ahead, the future of Moroccan tourism appears bright. With a captivating mix of tradition and modernity, alongside a reputation for safety and hospitality, Morocco is poised to solidify its status as a must-visit destination in the years to come.
The insights and connections forged at the Europamundo Convention will undoubtedly play a pivotal role in shaping the future of tourism in Morocco, demonstrating the country’s readiness to embrace its potential on the global stage.
Morocco’s tourism prominence in numbers
According to Statista, Morocco ranks among the top destinations for international tourists in Africa. In 2019, international tourism constituted 47 percent of the country’s overall tourism.
Over the past decade, the number of tourists visiting Morocco has generally risen, although the COVID-19 pandemic in 2020 had a significant impact.
Fortunately, inbound tourism rebounded in 2021. In recent years, nearly half of international arrivals have been Moroccan nationals living abroad, with Europe being the primary source region for visitors to Morocco.
The tourism sector is a vital economic driver in Morocco, contributing approximately $9 billion to the country’s GDP in 2021.
As a significant contributor, this sector generates a wealth of job opportunities.
In 2019, Morocco’s tourism industry employed over 560,000 individuals, accounting for about five percent of the nation’s total workforce.
Specifically, nearly 150,000 people took jobs in hotels and accommodation services, while around 25,000 worked in travel agencies throughout the country.
Morocco’s tourism sector has recorded “positive” results for the summer of 2024, according to a recent interview with Fatim-Zahra Ammor, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy.
In July alone, the country welcomed 2.6 million tourists, reflecting a remarkable 20% increase from July 2023, which translates to an additional 424,000 visitors.
This growth is attributed to a 23% rise in Moroccans living abroad and a 14% increase in international tourists.
The positive trend is further evidenced by the performance of classified tourist accommodation establishments (EHTCs) across Morocco’s regions.
The Souss-Massa region saw an 8% increase in overnight stays and a 4% rise in arrivals during the July-August period.
Meanwhile, northern regions such as Tangier, Assilah, and Mdiq-Fnideq reported a 12% increase in overnight stays and an 11% rise in arrivals. Marrakech, a popular tourist destination, also experienced a 6% increase in overnight stays and an 8% rise in arrivals.
Dakhla-Oued Eddahab has emerged as a standout in seaside tourism and water sports, boasting a significant 32% increase in arrivals and a 5% rise in overnight stays this summer.
The Oriental region had a slower start in July but improved in August, recording a 5% increase in overnight stays at EHTCs and a 3% rise in arrivals compared to the previous year.
Minister Ammor has emphasized that these results highlight Morocco’s increasing appeal as a premier tourist destination.
Beyond the impressive statistics, she has noted sector’s significant contributions to the Moroccan economy, including job creation, regional development, and overall economic stimulation.
