Essaouira: First African Destination to Receive ‘Creative Friendly’ Label

Rabat – The coastal city Essaouira has become the first “Creative Friendly” labeled destination in Morocco and the African continent, with the Creative Tourism Network (CTN) acknowledging the Moroccan city’s rich history of promoting arts and socio-cultural diversity.

CTN’s Director Caroline Couret presented the distinction to the President of the Provincial Council of Tourism (CPT), Redwane Khanne, during a celebration ceremony held at Dar Souiri Palace, headquarters of the Essaouira Mogador Association.

On this occasion, the pair signed a partnership agreement to work on further boosting tourism in the city.

Essaouira-based boutique hotel “Salut Maroc” received the “Creative Tourism Award” Trophy after being elected “World Best Creative Hotel” among 206 applications.

Khanne welcomed the recognition of Essaouira as the first African city to receive the label of “Creative Friendly,” seeing it as a new opportunity “to convert the cultural potential of the city into a pioneering tourism model” aimed at contributing to the country’s economic growth.

Meanwhile, Provincial Delegate of Tourism Younes Dbibirha spoke about Essaouira’s achievements, recalling its designation by UNESCO as a Creative City of Music in 2019.

Known for its music festivals, along with its beautiful architecture, rich history, and windy beach, Essaouira remains one of the most highly frequented tourist cities in Morocco.

“This recognition is the result of a year of work between the CTN and the Provincial Delegation of Tourism of Essaouira,” CTN said in a statement, noting that the collaboration aims to foster tourism experiences that meet travelers’ demands, especially in terms of “authenticity and human values.”

Collaborating with local actors, CTN explains, allows the creation of an ecosystem between artists, craftsmen, creative industries, the tourism and hotel sector in the coastal town.

“The cultural identity of Essaouira makes it a unique place in the world,” CTN’s president stressed, emphasizing the importance of the support of local institutions for the success of the tourism-related projects in the city.

“The innovative tourism vision of Khanne and Dbibirha was essential to develop this project in Essaouira,” Couret added, thanking Provincial Director of Culture Zhor Amhaouch for her involvement in cultural projects that have “made Essaouira a national observatory of culture and creativity.”