Editorial – Responsibilities

5.7 million tourists visited Morocco at the end of April 2025. This represents an increase of 23% on the previous year. The month of April alone, with 1.7 million arrivals (+27%), illustrates the momentum.
These flattering figures are the result of sustained efforts in the areas of promotion, infrastructure, air connectivity, and diversification.
However, the euphoria of these results must not obscure the fundamental work in progress.
The country is certainly making rapid progress, but it still needs to build large and solid structures. For behind every million tourists lies a complex equation, where growth, employment, identity and sustainability intersect.
How can we make tourism a sustainable lever for regional development, while at the same time controlling flows, reinforcing professional training and guaranteeing an upmarket offering? How can one irrigate remote areas and preserve fragile ecosystems? One of the crucial crash tests to be passed is the famous customer experience, a relentless barometer of hotel, transport, health, service, reception, and cleanliness infrastructure. Scams, too, are common in tourist areas, and can undermine a hotel’s reputation.
And the discussion forums are overflowing with testimonials. In this respect, there are still many battles to be won.
A Chinese proverb says: “Don’t open a store if you don’t know how to smile”. This is the first sign of attention expected by customers. In many places (and everyone will have had their own experience), the citizen comes up against interlocutors who often “don’t want to be there”, annoyed, ill-prepared, chatting with colleagues and pretending not to have seen you…
Today, one really has to realize that every additional visitor is an opportunity, but also a great responsibility.