PART V - CASE STUDY 12.1
National-level tourism planning in Morocco
The kingdom of Morocco, which lies on the north-west Atlantic coast of Africa, embodies many of the planning challenges of an emerging destination area. Although Morocco is separated by less than 10 miles of sea from Europe and its nearby neighbour, Spain (see Figure 1), its geographic and cultural positioning as a Muslim state on the continent of Africa had limited tourism development prior to 2001. Although the country is now recognised as possessing significant tourism assets that include
To achieve these broad goals, some ambitious planning targets have been set:
Figure 1 Planned resort development in Morocco
National-level tourism planning in Morocco
The kingdom of Morocco, which lies on the north-west Atlantic coast of Africa, embodies many of the planning challenges of an emerging destination area. Although Morocco is separated by less than 10 miles of sea from Europe and its nearby neighbour, Spain (see Figure 1), its geographic and cultural positioning as a Muslim state on the continent of Africa had limited tourism development prior to 2001. Although the country is now recognised as possessing significant tourism assets that include
- a high-quality, undeveloped coastline;
- a rich cultural heritage that blends Roman, Moorish, French and Arab influences and includes seven World Heritage Sites;
- important ecological areas;
- foreign visitor levels in 2001 stood at only 2.2 million. Most of these visitors were drawn to the main beach resort of Agadir and the inland city of Marrakech.
To achieve these broad goals, some ambitious planning targets have been set:
- Levels of foreign visiting are to be increased to 7 million annually by 2010.
- 600,000 new jobs are to be created to support the tourism sector.
- 80,000 new hotel rooms are to be constructed, which will increase bedspaces from 70,000 in 2001 to 230,000 by 2010.
- Six major coastal resort areas are to be developed.
- Existing resorts, especially Agadir and Tangier, are to be refurbished.
- Cultural tourism to heritage sites such as Fes, Meknes, Marrakech and the Roman site at Volubilis is to be encouraged.
Figure 1 Planned resort development in Morocco
To enable these targets to be achieved, government and private sector investment is being channelled towards infrastructure improvement – especially the further development of several regional airports and a programme of new road construction; new promotional work by the Moroccan Tourist Board; and new tourism training programmes for Moroccans seeking employment in tourism. Plans to increase the number of incoming flights from Europe and associated deregulation through the adoption of an ‘open-skies’ policy (signed in December 2005) is also an essential part of the plan.
However, the key element in ‘Vision 2010’ is the creation of new coastal resorts, known as the ‘Plan Azur’. These resorts are envisaged as up-market destinations, designed to raise the market profile of Morocco and attract high-spending tourists from Europe and north America to the luxury hotels, condominiums, golf courses and leisure complexes that form the basis to each development. The locations of the Plan Azur resorts (of which one is on the Mediterranean coast and the remainder on the Atlantic coast) are shown in Figure 1. These sites have been consciously selected to achieve a better balance of economic development across the country as a whole and divert growth away from the traditional economic heartland in the area between Casablanca and Rabat, the Moroccan capital. Each resort is based upon beach tourism but is intended to offer a slightly different product. So, for example, Plage Blanche (which is in the least-developed location and possesses important ecological sites) is expected to appeal to an eco-tourist market; Taghazout and Port Lixus will offer a range of sport-related activities; whilst Mogador has potential to attract heritage tourism because of its proximity to the World Heritage Sites of the Medinas at Essouira and, more distantly, Marrakech.
But while Vision 2010 clearly offers significant opportunities, there are also evident challenges to its full implementation. For example:
Sources:
However, the key element in ‘Vision 2010’ is the creation of new coastal resorts, known as the ‘Plan Azur’. These resorts are envisaged as up-market destinations, designed to raise the market profile of Morocco and attract high-spending tourists from Europe and north America to the luxury hotels, condominiums, golf courses and leisure complexes that form the basis to each development. The locations of the Plan Azur resorts (of which one is on the Mediterranean coast and the remainder on the Atlantic coast) are shown in Figure 1. These sites have been consciously selected to achieve a better balance of economic development across the country as a whole and divert growth away from the traditional economic heartland in the area between Casablanca and Rabat, the Moroccan capital. Each resort is based upon beach tourism but is intended to offer a slightly different product. So, for example, Plage Blanche (which is in the least-developed location and possesses important ecological sites) is expected to appeal to an eco-tourist market; Taghazout and Port Lixus will offer a range of sport-related activities; whilst Mogador has potential to attract heritage tourism because of its proximity to the World Heritage Sites of the Medinas at Essouira and, more distantly, Marrakech.
But while Vision 2010 clearly offers significant opportunities, there are also evident challenges to its full implementation. For example:
- Although foreign investment in the Plan Azur has been attracted from Belgium, Holland, Spain, South Africa and the USA, a general lack of national government funding for heritage sites has been identified as a problem.
- Outside investment has been affected by a lack of detailed information on market trends in tourism in Morocco and by bureaucracy and fiscal complexity at several levels of government.
- The wider development of rural tourism (which offers scope for trekking and adventure tourism) is severely constrained by poor conditions and a lack of basic amenities (such as clean water) in many rural areas.
- There is an urgent need to develop local programmes of training in tourism and hospitality management if local people are to benefit from the jobs that the plan will create.
Sources:
- Ambrose, T. (2002) ‘Cultural tourism opportunities in Morocco’, Locum Destination Review, Winter: 26–8.
- Moroccan Ministry of Tourism (2005) 2010 Vision and Future . Accessed via www.tourisme.gov.ma.