Travel And Tourism in Morocco
Euromonitor International's Travel And Tourism in Morocco report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 99 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Growth in tourism on track
In 2006, the Moroccan government was very exited about the development of tourism in Morocco. Tourism authorities reported a “record” increase in the number of tourists. Only a few years ago, the Moroccan government has launched what it described as “Vision 2010”, a broad-based policy to almost double the number of visitors to the country by the end of the decade. There are encouraging signs that “Vision 2010” could become a reality, with a sizeable rise in hard currency income from tourism in 2006.
The best is yet to come, according to Moroccan tourism officials. The tourism authorities in Morocco are, naturally, happy with the direction things are going after boosting their marketing campaigns to attract further tourists. The government has begun a massive advertising campaign, packaging Morocco as an exotic-yet-safe destination for Europeans: cheap, warm and steeped in tradition. The spin: hear the calls to prayer, haggle over a tea set and then unwind at the beach. Or forget the medina altogether and just play golf.
Developments in infrastructure lure tourism real estate investors
The North African country of Morocco looks set to become a new hotspot for people thinking of retiring to the sun, after a planned tunnel with Spain received ministerial backing. Recently, plans for a tunnel linking Morocco with Spain have gained steam. In an interview, Karim Ghellab, Morocco's minister of transportation said: "It's not easy to predict a date yet, but it is a project that will happen. It will completely change our world."
With several low-cost airlines already offering cheap flights to the country, the new tunnel is only going to improve access to the country for people looking to retire abroad.
According to a Moroccan property expert, Property Borders, foreign investment in the country is already at an all time high and 10 million tourists are expected to visit annually by 2010. Many travel accommodation professionals and real investment advisors report that property in Morocco is also showing impressive returns. A record number of Britons are buying property and experiencing capital gains of more than 20% per year.
The costal towns of south-west Morocco are particularly suitable for people thinking of buying a property to retire to. The stretch along the coasts of Morocco is exciting for those looking for a second home, because property prices are still very reasonable.
Marrakech – the desert pearl
Marrakech is the most coveted city in Morocco attracting the attention of real estate investors and European tourists looking to acquire a second home away from the hassle and bustle of congested cities. This has had a strong impact on prices of property in the red city. According to Moroccan real estate agents, house prices in Marrakech for instance have increased twofold or even threefold in certain parts of the city over the past few years.
The same trend has been noticeable among council dwellings that are increasingly being sold as secondary homes to middle-class Moroccans from other cities. Sales prices have reached Dh6, 000 (US$680) per sq m in many parts of the city. To alleviate the effects of rising prices on the local population, the government launched a new initiative that aims to build 30,000 apartments and houses, creating accommodation for 165,000 people, by 2007. The investment is expected to exceed Dh7.8 billion (US$880 million).
While Marrakech is a becoming relatively popular destination, the central Moroccan city however is more famed for one or two-day excursions for travellers wanting to get a first hand impression of Moroccan culture and history. Agadir and developing resorts in northern Morocco are still the prime destinations for tourists. Business travellers, on the other hand, head for Casablanca and Rabat.
Dubbed the “second home” for French tourists
Morocco remains the most attractive destination for French tourists. This is the outcome of an annual survey published in 2006 by the research centre of the Association of French tour operators (CETO), of which 80% of French travel agents are members. The survey highlights a rather negative picture for most countries surveyed compared to 2005, except for Morocco. The number of French outbound tourists decreased considerably in 2006 (5.17 million in 2005, 5.11 million in 2006). Under these adverse conditions, Morocco noticed a steady increase in inbound tourists from France. In 2006, there were over 2.4 million French tourists that visited Morocco.
Other than Morocco and Tunisia, which continue to attract French tourists year-on-year, other destinations considered competitors to Morocco lost their attraction in 2006. It is reported according to studies by the World Tourism Organisation that Turkey and Egypt recorded respectively a 26% and 38% decrease in the number of French tourists. Spain and Italy also respectively lost 5% and 3% of their French customers.
According to the Moroccan Ministry for Tourism, this performance is due mainly to the development of the air transportation sector and the aggressive marketing of Morocco as a safe and “second home” destination for French tourists. The increase in the number of flights between Morocco and France following the "Open Sky" policy in December 2005 has had a positive impact on the number of visitors as well as the pricing. The tourism authorities also acknowledge the effectiveness of the marketing campaigns they launched in conjunction with French tour operators in 2005 and 2006.
Tourism mass with class
It is not just the budget conscious traveller that Morocco is seeking to attract though. There is an increasing move towards capturing a slice of the upper end of the regional tourism market. The growing numbers of wealthy tourists have also served to kick start a flurry of development projects to cater to their every need.
Among the big ticket schemes is Colony Capital's US$2 billion resort on the Atlantic coast near Agadir that will cover some 2,000 acres and include up to five deluxe hotels, and offer varied outdoor activities for the well heeled. Another is a project by Kerzner International to develop a resort, complete with 500-room hotel, golf course, spa and casino, 80km outside of Casablanca. In mid-September 2006, the multinational developer Domaine Palm Marrakech signed an agreement with the Moroccan government to establish an international standard golf resort in Marrakech. Projected to cost US$215 million, the resort will add 5,300 beds to the country's accommodation capacity and will create more than 1,500 new jobs.
Similarly, the Four Seasons Hotel and Resort scheduled to open a luxury five-star resort in Marrakech in 2008. The complex started construction in early 2005 and will consist of the hotel and amenities as well as a series of five-star villas, some of which are to be sold to private ownership and then fully serviced by Four Seasons.
Morocco, the new Mollywood
The film industry is helping support travel and tourism efforts to market Morocco as a leading destination. When it comes to filming large Hollywood productions, Moroccan studios in Ourzazate (in the south) are more popular than ever. 2006 saw a large number of international film productions shot in the country. Paramount Vantage's "Babel," New Line Cinema's "The Nativity Story" and MGM's upcoming "Home of the Brave" were shot there in 2006 as was an episode of CBS' "The Amazing Race." Universal Pictures' "Charlie Wilson's War" just finished shooting in Morocco, while New Line's "Rendition" and Warner Independent Pictures' Paul Haggis mystery thriller "In the Valley of Elah" are lining up shoots for 2007.
As a result, Morocco has enhanced its marketing image. In late September 2006, Morocco, along with New Zealand, Fiji, Prague and Australia, was rated as one of the five “coolest places on earth” in a survey carried out by the British consultancy firm Superbrands. While it might be stretching things somewhat to describe a country as a brand, as was done in the survey, the accolade was welcomed by the Moroccan tourism industry, and the government, both of which are working hard to lift the sector's profile.
Table of contents
TRAVEL AND TOURISM IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth in tourism on track
Developments in infrastructure lure tourism real estate investors
Marrakech – the desert pearl
Dubbed the “second home” for French tourists
Tourism mass with class
Morocco, the new Mollywood
KEY TRENDS AND DEVELOPMENTS
Economic drivers
LEGISLATIVE ENVIRONMENT
Government paying close attention to travel and tourism environment
Open Skies agreements transform aviation sector
Removing visa requirements barriers
Cruise activities in need of regulating
Anti-terrorism legislation has positive impact
Government tourism policy and sustainable tourism
Consumer lifestyles
Low cost carrier development
Emerging niche sectors
Internet developments
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHICS
BALANCE OF PAYMENTS
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005/2006
Table 2 Holiday Demographic Trends 2001-2006
Table 3 Holiday Takers by Sex 2001-2006
Table 4 Holiday Takers by Age 2001-2006
Table 5 Length of Domestic Trip: 2001-2006
Table 6 Length of Outbound Departure: 2001-2006
Table 7 Seasonality of Trips 2005/2006
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2001-2006
DEFINITIONS
Tourism Parameters
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Sustainable tourism
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ATLAS BLUE SA - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Atlas Blue SA: Key Facts
Summary 3 Atlas Blue SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Atlas Blue SA: Competitive Position 2006
ATLAS HOSPITALITY MOROCCO SA - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Atlas Hospitality: Key Facts
Summary 6 Atlas Hospitality: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Atlas Hospitality: Competitive Position 2006
COMPAGNIE DE TRANSPORTS AU MAROC (CTM) - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 CTM: Key Facts
Summary 9 CTM: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 CTM: Competitive Position 2006
OFFICE NATIONAL DES CHEMINS DE FER (ONCF) - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 ONCF: Key Facts
Summary 12 ONCF: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 ONCF: Competitive Position 2006
ROYAL AIR MAROC SA - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Royal Air Maroc SA.Key Facts
Summary 15 Royal Air Maroc SA.Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Royal Air Maroc SA.Competitive Position 2006
TOURISM FLOWS INBOUND IN MOROCCO
HEADLINES
TRENDS
COUNTRY OF ORIGIN
INBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
INCOMING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 9 Arrivals by Country of Origin: 2001-2006
Table 10 Arrivals by Purpose of Visit: 2001-2006
Table 11 Leisure Arrivals by Type 2005-2006
Table 12 Business Arrivals: MICE Penetration 2005-2006
Table 13 Arrivals by Method of Transport: 2001-2006
Table 14 Incoming Tourist Receipts by Country 2001-2006
Table 15 Tourism Expenditure by Sector: Value 2001-2006
Table 16 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005/2006
Table 17 Forecast Arrivals: 2006-2011
Table 18 Forecast Incoming Tourism Receipts: 2006-2011
TOURISM FLOWS OUTBOUND IN MOROCCO
HEADLINES
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
OUTBOUND DEMOGRAPHIC PROFILE
OUTGOING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 19 Departures by Destination: 2001-2006
Table 20 Leisure Departures by Type 2005-2006
Table 21 Business Departures: MICE Penetration % Breakdown 2005-2006
Table 22 Departures by Mode of Transport: 2001-2006
Table 23 Departures by Purpose of Visit: 2001-2006
Table 24 Outgoing Tourist Expenditure by Sector: Value 2001-2006
Table 25 Method of Payments for Outgoing Tourism Spending: % Breakdown 2006
Table 26 Forecast Departures: 2006-2011
Table 27 Forecast Outgoing Tourism Expenditure: 2006-2011
TOURISM FLOWS DOMESTIC IN MOROCCO
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURISM RECEIPTS
PROSPECTS
SECTOR DATA
Table 28 Domestic Tourist Expenditure: 2001-2006
Table 29 Expenditure per Domestic Trip: 2001-2006
Table 30 Domestic Trips by Destination: 2001-2006
Table 31 Domestic Trips by Purpose of Visit: 2001-2006
Table 32 Method of Payments for Domestic Tourism Spending: % Breakdown 2005/2006
Table 33 Forecast Domestic Tourism: 2006-2011
Table 34 Forecast Domestic Tourist Expenditure: 2006-2011
TRAVEL ACCOMMODATION IN MOROCCO
HEADLINES
TRENDS
Government supporting investments in hotel developments to meet capacity targets
Urgent need for more beds means pressure is on to complete hotel development projects
Internet sales weak for hotels in Morocco
High-end resorts included in government vision for tourism future
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Travel Accommodation Sales by Sector: Value 2001-2006
Table 36 Travel Accommodation by Sector: Units 2001-2006
Table 37 Regional Hotel Parameters 2006
Table 38 Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 39 Hotel National Brand Owners by Market Share 2002-2006
Table 40 Hotel National Brand Owners by Key Performance Indicators 2006
Table 41 Forecast Travel Accommodation Sales by Sector: Value 2006-2011
Table 42 Forecast Travel Accommodation by Sector: Units 2006-2011
Table 43 Forecast Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2006-2011
TRANSPORTATION IN MOROCCO
HEADLINES
TRENDS
Transport Sector Reform Programme (TSRP)
Ambitious targets for building more roads linking tourist hubs
Several initiatives to improve Moroccan ports
Open Skies and LCCs revolutionise air transport
Upgrading of railways
AIRLINES
Jet4You
Atlas Blue
Charter flights
Budget airlines
Seats by class and distance
Internet sales
PRIVATE JETS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Transportation Sales by Sector: Value 2001-2006
Table 45 Airline Capacity: 2001-2006
Table 46 Airline Utilisation: 2001-2006
Table 47 Airline % Utilisation 2001-2006
Table 48 Airline Volume Sales by Seat Class: % Breakdown: 2001-2006
Table 49 Airline Volume Sales by Distance: % Breakdown: 2001-2006
Table 50 Transportation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 51 Airline Market Shares 2002-2006
Table 52 Key Airlines Key Performance Indicators 2006
Table 53 Forecast Transportation Sales by Sector: Value 2006-2011
Table 54 Forecast Transportation Internet Sales by Sector: Internet Transaction Value 2006-2011
CAR RENTAL IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Car Rental Sales by Sector and Location: Value 2001-2006
Table 56 Structure of Car Rental Market: 2001-2006
Table 57 Average Car Rental Duration by Sector 2004-2006
Table 58 Average Car Rental Duration: % Breakdown 2005/2006
Table 59 Time of Booking: % Breakdown 2005/2006
Table 60 Car Rental Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 61 Car Rental Market Shares 2002-2006
Table 62 Key Car Rental Companies’ Key Performance Indicators 2006
Table 63 Forecast Car Rental Sales by Sector: Value 2006-2011
Table 64 Forecast Car Rental Internet Sales by Sector: Internet Transaction Value 2006-2011
TRAVEL RETAIL IN MOROCCO
HEADLINES
TRENDS
Eastern Europe new focus for travel retailers – Russians coming to Morocco up 41%
France remains traditional market with strong links
Exchange services
Online sales low but improving rapidly
GROWTH SECTORS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Travel Retail Outlets by Sector: Units 2001-2006
Table 66 Travel Retail Sales by Product: Value 2001-2006
Table 67 Travel Retail Sales by Destination: % Value Breakdown 2001-2006
Table 68 Travel Retail Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
Table 69 Travel Retail Internet Sales by Sector: Internet Transaction Value 2001-2006
Table 70 Travel Retail Products Market Shares 2002-2006
Table 71 Key Travel Retail Companies by Number of Outlets 2006
Table 72 Forecast Travel Retail Outlets by Sector: Units 2006-2011
Table 73 Forecast Travel Retail Sales by Product: Value 2006-2011
Table 74 Forecast Travel Retail Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2001-2006
TOURIST ATTRACTIONS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Tourist Attractions by Sector: Value 2001-2006
Table 76 Tourist Attractions by Sector: 2001-2006
Table 77 Leading Tourist Attractions by Visitors 2001-2006
Table 78 Forecast Tourist Attractions by Sector: Value 2006-2011
Table 79 Forecast Tourist Attractions by Sector: 2006-2011
HEALTH & WELLNESS TOURISM IN MOROCCO
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 80 Number of Hotel/Resort Spas: Units 2001-2006
Table 81 Spa Sales by Type: Value 2001-2006
Table 82 Spa Consumer Markets: Domestic Tourism 2005-2006
Table 83 Spa Consumer Markets: Arrivals 2005-2006