Visitor promotion focuses on Morocco’s diverse range of attractions.

magical land of open-air markets, spices, ancient civilizations and beautiful beaches: Morocco has something for everyone. Promoting this cultural appeal is part of the government’s strategy in the development of the tourism sector, one of the most important engines of the economy. Each year, Morocco attracts over two million visitors, mainly from Europe, but a significant number from America.
Though numbers have dipped during 2002, the industry remains an important source of hard currency earnings and a major employer.

Expansion of the tourism sector is the government's top priority and annually it contributes around $280 million to Morocco’s economy and employs over 600,000 people. The aim is to attract 10 million visitors by 2010.

In the summer, the king of Morocco himself, Mohammed VI, spoke of the need to accelerate the development of the industry. There is ongoing investment in the country’s resorts and facilities to attract more visitors. In 2001, tourism revenues grew three percent over the previous year. This is a destination with a lot to offer and timeless appeal.

MOHAMED ACHARI Minister of Culture and Communications

Mohamed Achari, Minister of Culture and Communications, believes that what distinguishes Morocco is its unique geographical position and ancient civilization, rather than its sandy beaches and sunny climate. “I’ll give you an example,” he says. “If you look at the historical sites in southern Spain, you will realize that they represent the Andalucian culture. But this culture is still alive in Morocco. It exists in our houses, in kitchens, in music, weddings. Andalucian culture is living in Morocco.”

Mr. Achari says that he would like to see even more Americans take an interest in his country. He wants to see more people travel into the interior, to see the diversity on offer. “Morocco is not only imperial cities and beaches,” he says. “People need to visit the inside of Morocco like the beautiful Atlas mountains.”

Getting the right message across is vital. With a portfolio that also includes media and communications, Mr. Achari understands the role of promotion more than most. He says a lot of work has been done to promote the image of Morocco abroad – people are now able to find it on the map – but much more is needed.

“We need to continue presenting Morocco abroad so that more and more people know it,” he says. “They should know that Morocco is a stable and democratic country midway between Africa and Europe. A country that, as King Hassan II used to say, is like a tree with its roots deep in Africa and branches in Europe. It is a country that belongs to the Arab world but with some sensitivity that makes it the occident of the Arab world.”

As communications minister he is also playing an important role in shaping the future of broadcasting and media services in the kingdom. Players in this industry can assist in the country’s general marketing efforts. One of Morocco’s leading television stations, 2M, is looking to launch its services in the U.S. possibly by the end of this year. It will be a significant leap forward in the availability of Arabic stations in the States as well as a promotional tool for Morocco itself.

The reform of the media, from television to radio, which includes plans to scrap the state monopoly over television – next year, the state is to consider the issue of privatizing 2M itself – is expected to lead to more choice and variety for viewers. It poses important questions for the proliferation of Morocco’s cultural identity, both at home and abroad.

NOUR-EDDINE SAIL Managing Director of 2M

Nour-Eddine Sail, 2M Managing Director, believes that the station has a lot to offer an international audience. As the country’s second oldest channel, after the state-owned Royal Television Morocco, it has a long history; it is now the leading channel of the two original stations. 2M also has interests in radio and the internet.

Mr. Sail thinks the arrival of 2M in the U.S. would be significant for many people. “All we ask for is that our signal arrives, that people get our message there,” he says. “We do have a message, especially for the 100,000-200,000 Moroccans who live in the U.S. and the 100,000 who live in Canada. So, all we want is to be broadcast over there and to give these people the chance to watch us.”