Tourism: In the shoes of foreign investors

The clock has already started ticking in the tourism sector, and this is hardly the time for the squabbles that are currently shaking up a large section of the industry. Morocco is resolutely engaged in a race against time, even before 2030, the date of the World Cup.

Since this extraordinary announcement, projects have come thick and fast, programs for the 2030 horizon have followed one another, and one conference after another has unveiled Morocco’s ambitions. But the voices of investors have yet to be heard. Yet they are the spearhead of this movida. To capture their attention, and quickly, a number of proposals have been put forward by professionals from Dubai, a tourist destination par excellence.

■ Everything you need to know about the country

“First of all, they would like to know all about the country”, i.e. everything about the country’s geopolitics, especially in terms of national or regional security, or the risk of terrorist attack, which are perceptions that could cause tourists and investors to lose confidence in a destination.

■ Discouraging justice and administration

Another surefire deterrent for foreign investors would be frequent changes in tax and land ownership policies. They would be just as reluctant to invest if there were a legal risk hanging over their investment, especially if the quality of the administrative service was not up to scratch. Cumbersome procedures, onerous formalities, and inconsistent regulations can deter potential investors.

■ Economic performance and political commitment

Once these key issues have been addressed, investors will be keen to scrutinize the country’s economic indicators. Figures on the economic environment, political issues, levels of education and training, societal and civic behavior, territories, and landscapes… will speak louder than words.

 ■ Watch out for the brand!

Negative media portrayals, often focusing on conflicts and health problems, affect the perception of Africa as a tourist destination. This poses a serious challenge for Brand Africa. Some of the continent’s countries also often struggle to adopt effective branding strategies to position themselves competitively in the global tourism market.

Radia LAHLOU