Tourism: Great enthusiasm for Marrakech

AS expected, September and October 2022 were exceptio­nal months for tourism in Mar­rakech thanks in particular to the All Saints’ Day but also to the resump­tion of the events organized in the ocher city. Conferences, exhibitions, festivals… the agenda is full. These are events that attract both interna­tional and national tourists, such as the Marrakech International Film Festival, which has resumed its edi­tion after two years of absence. The hotels rub their hands but shops and bazaars a little less. Nonetheless, the atmosphere of recovery is well and truly established. In terms of figures, at the end of September, Marrakech welcomed nearly 1.3 million tourists according to statistics from the Dele­gation of the Ministry of Tourism in Marrakech. These arrivals generated nearly four million overnight stays. In the eyes of tourism professionals and in particular hoteliers, the average occupancy rate is the true indicator of the health of tourism in Marrakech. “We hope for even more because the destination deserves it and its players and businesses have shown resilience despite the two-year crisis”, said Lahcen Zelmat, vice-president of the Marrakech CRT (Regional Tourism Council) and president of the Na­tional Federation of the Hospitality Industry. Per foreign source market, France continues to lead in terms of arrivals, followed by the UK, the US, and Spain. Domestic tourism this year gave a place of choice to Marrakech with a total of 577,745 tourists who stayed in Marrakech at the end of Sep­tember. It should be noted that despite the strong heat of last summer, the ocher city managed to attract a large number of national and international tourists as well as Moroccans residing abroad, achieving records in August and July (see L’Economiste No 6323 of August 11, 2022). The outlook for December looks promising, thanks in particular to the end-of-year celebra­tions. For the occasion, a big concert will be organized in the place of Je­maa el-Fna with the Congolese rapper Maitre Gims. In terms of air transport, Marrakech is gradually recovering its flights and its passengers. Since the reopening of the Moroccan borders in February, the Marrakech Ménara air­port has received 3.7 million passen­gers (end of October), representing a recovery rate of 71%. In nine months, the airport recorded nearly 28,000 air movements with a recovery rate of 75% according to data of ONDA, the national airports authority. To stay in the “top of mind” especially on the eve of the 2022 winter season and to prepare for the year 2023, the National Tourism Board (ONMT) is launching a second wave of commu­nication from November 11 onwards in 19 countries around the world. This communication campaign will be based on a TV media plan, on the major international channels but also in the cinema and on digital. In terms of billboards and the print press, the campaign includes a major regional focus as well as on social media.

Badra BERRISSOULE