The Head of Government, Aziz Akhannouch, chaired, on Friday in Rabat, the signing ceremony of the framework agreement for the deployment of the strategic roadmap for tourism 2023-2026 with a budget of 6.1 billion dirhams (MMDH).
This roadmap aims, by 2026, to attract 17.5 million tourists, to reach 120 billion in foreign exchange earnings, to create 80,000 direct and 120,000 indirect jobs, in addition to repositioning tourism as a key sector. in the national economy.
In the introduction, the Head of Government noted the “exceptional achievements” of the tourism sector during the year 2022 and this in a difficult global context. He also recalled “the strong mobilization of the government”, such as the emergency plan of 2 billion dirhams during the crisis.
Returning to the “exceptional momentum that our country is experiencing”, Aziz Akhannouch recalled the planetary exposure experienced by Morocco during the 2022 World Cup and more recently following its candidacy for the organization of the 2030 World Cup in alongside Spain and Portugal.
For her part, Mrs. Fatima Zahra Ammor recalled that thanks to the general mobilization of all the actors and the offensive actions carried out in terms of air travel and promotion, the Kingdom attracted around 11 million tourists in 2022, i.e. a 84% recovery rate of 2019 arrivals, exceeding the global average of 63%. The sector also recovered 116% of foreign currency travel receipts compared to 2019.
The Minister also underlined that this recovery period has made it possible to carry out a fundamental reflection on the Moroccan tourism of tomorrow, and thus to set the ambitious vision of doubling the number of arrivals to 26 million by 2030.
To achieve the aforementioned objectives, this roadmap intends to transform the tourism sector by acting on all the essential levers, namely a new logic of the offer articulated around the customer experience and structured around 9 thematic sectors and 5 transverse sectors. ; an offensive plan to double air capacity; strengthening promotion and marketing, with particular emphasis on digital; the diversification of cultural and leisure activities products with the emergence of a fabric of dynamic and modern SMEs; the upgrading of the existing hotel park and the creation of new hotel capacities; strengthening human capital, thanks to an attractive framework for training and human resource management, to improve the quality of the sector and offer better career prospects to young people.
In the process, a new governance was put in place through the creation of a National Interministerial Commission for Tourism (CNIT) chaired by the Head of Government and composed of the signatory parties, two national commissions, the air commission and the “Supply/Demand” product, twelve commissions for monitoring regional plans chaired by the Wali of each Region, a central coordination structure and regional coordination structures, relays at the local level, and finally Laboratories of ‘Impulse institutionalizing the dialogue between the public and the private sector, each made up of a multidisciplinary team.
To conclude, Fatima Zahra Ammor recalled that given the importance of the customer experience in the loyalty of tourists, the roadmap should allow a quantitative and qualitative leap guaranteeing an irreproachable customer experience and to position the destination Morocco among the largest in the world.
Signed the Framework Convention on the 2023-2026 Tourism Roadmap: Abdelouafi LAFTIT, Minister of the Interior; Fatima Zahra Ammor, Minister of Tourism, Handicrafts and Social and Solidarity Economy; Mohamed ABDELJALIL, Minister of Transport and Logistics; Mohamed Mehdi BENSAID, Minister of Youth, Culture and Communication; Faouzi LEKJAA, Minister Delegate to the Minister of Economy and Finance, in charge of the Budget; and Hamid Bentahar, President of the National Confederation of Tourism
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