OBG highlights Morocco's tourism development strategy

   "Morocco has a long-term tourism development strategy," said the group in a  report titled "Adjusting for Growth", adding that Morocco has recently highlighted  its flexibility by introducing a new programme to supplement "Vision 2010".

   The 10-year plan has been largely successful, but given that it is nearing its conclusion, the government has launched "Cap 2009" to retool the sector's objectives and pump cash into the market in preparation for the upcoming launch of Vision 2020.

   Taken together, the two plans aim to boost arrival numbers, upgrade infrastructure and increase the quality of human resources, OBG explained, noting that the number of tourists rose 69% between 2001 and 2007, and another 7% from 2007 to 2008, bringing the total arrivals to around 7.9 million. 

   Hotel construction has been keeping pace with the increases and total bed capacity has already increased more than 47% since the start of the plan, said the think-tank, adding that given that tourism attracts more investment and contributes around 6% to the GDP annually, the government is taking proactive measures to ensure that this momentum continues, even during the downturn. 

   With tourist receipts decreasing 3.5%, from 58.67 billion Dirhams (7.1 billion U.S. Dollars) in 2007 to 56.59 billion dirhams in 2008, Cap 2009 will seek to use internet marketing to expand the arrivals base beyond the traditional European markets, the report said. It added that the programme will receive a budget increase of 10% in 2009 to facilitate the  entry into new markets, particularly Eastern Europe, Russia, the Gulf and  China. 

   Domestically, Cap identifies Marrakech, Fez, Casablanca and Agadir as priority regions which is consistent with the north African Kingdom's promotion of high-end  cultural and beach tourism, stressed the group, noting that efforts to target these areas are already included in Vision 2010. 

   The component Plan Azur, Plan Biladi and Plan Madain are aiming to develop resorts, bolster domestic tourism and showcase the country's cultural destinations, the group added, explaining that Plan Azur is expected to be the linchpin of the three, as Morocco looks to capture some of the lucrative regional resort market. 

   The plan outlines six new integrated resorts that will require investment of  45 billion dirhams and will result in the creation of 110,000 beds and 400,000 direct and  indirect jobs, said the group.

   Adding infrastructure is the primary goal of Vision 2010, while Vision 2020 expected to focus on human resources and build upon the expanded offerings, it  added, noting that when the government launches the programme next year, it will be geared towards bringing service quality up to the standard that many international consumers expect. 

   Vision 2020 will also take into consideration requirements for sustainable and responsible tourism, as well as the protection of natural and cultural resources, it explained. 

   To accommodate the continued rise in arrivals, Morocco is working to upgrade its airports. The objective is to reach a capacity of 32 million passengers by 2012, with current capacity at 23 million, OBG quoted CEO of the Moroccan National Airports Authority (Office National Des Aéroports, ONDA), Abdelhanine Benallou as saying.

   The group recalled that in mid-April, the African Development Bank granted Morocco  a loan of 240 million Euros to enhance facilities at the Casablanca, Fez, Agadir, Marrakech  and Rabat airports, which handle the bulk of the country's air traffic. 

   The loan will cover about 75% of the 3.37 billion dirhams project, with the ODNA covering the remainder of the cost. ONDA is also working with the Moroccan  National Tourism Office to reduce bureaucracy, and has announced adjustments to  airport taxes on chartered flights. 

   The government's willingness to make adjustments across the tourism sector underlines the country's adaptability, particularly during these difficult  times, said the group. 

   Cap 2009 will expand Morocco's presence in emerging markets, which should help make up for a decline in arrivals from Western Europe, it added, concluding that targeted internet marketing and increased bed capacity will develop a solid foundation that will help temper the effects of the recession  in the short term, and provide the necessary framework for future growth under Vision 2020.