Travel
Travel and Tourism

Travel And Tourism in Morocco

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: 104  |  Publication date: Nov 2009
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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

Tourism industry achieves steady growth over the review period

In a difficult year brought on by the global economic crisis, Morocco was able to achieve strong growth in 2008. The government’s strategies for promoting the travel and tourism industry, embodied in the creation of the “Plan Azure”, include partial privatisation of the national airline. Travel and tourism also benefited from Morocco’s geographical situation, which makes it feasible for low cost carriers to operate and an attractive destination for city breaks. Local security enforcement and the positive image of the Kingdom are other factors that have made Morocco an attractive destination for international tourists.

The government’s travel and tourism policy was another force behind the growth as it embarked on the development of tourist resorts, and also offered encouraging incentives to domestic as well as foreign investors. Moreover, tourism facilities are in abundance, offering a variety of tourism activities – beach resorts, cultural tourism, trekking, desert expeditions, rural tourism and sports tourism.

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Domestic tourism benefits from country’s economic growth

Domestic tourism recorded sluggish volume growth over the 2003-2008 review period. Much of this stems from low levels of disposable income, which prohibits the majority of Moroccan citizens from travelling for leisure purposes.

In 2008, domestic tourism benefited from the economic progress achieved by the Kingdom and from the fact that outbound tourism became more expensive. The Office of Tourism set out a development strategy for local tourism, which enables larger groups to take holidays locally at reasonable prices. This strategy consists of the construction of 30,000 more beds, mainly in campsites and tourist apartments to suit the limited budget of families.

Investment boosts competition in the tourism industry

The improvements grounded in the economic reforms, such as tax incentive schemes, have motivated capital investments in most areas of the industry. This is especially prevalent in the accommodation sector, in which the main active local companies include: Atlas Hospitality Morocco, Kenzi Hotels, Riyad Mogador, and Kenzi hotels. These leading domestic hotel chains have grown considerably in recent years and have ambitious development plans leading up to 2010. Other tourist sectors are dominated by international players, such as Hertz and Avis, in car rental. Competition will be tougher between local and international key players across sectors, but particularly in travel accommodation and transportation.

Internet transactions still not broadly adopted by Moroccans

Internet penetration reached around a quarter of households in 2008. However, internet transactions did not contribute much to the travel and tourism evolution over the review period, as the majority of local companies did not start generating online sales until recently. However, large hotels and foreign-invested tour operators do have modern websites facilitating quotations and bookings. As a result, internet transactions are mostly increasing within travel retail services especially for package holidays, flights and accommodation followed by car rental services, travel accommodation and transportation. The incidence of internet bookings is higher in travel retail services and travel accommodation thanks to the numbers of foreigners booking these services, based in countries where online bookings are much more common than in Morocco.

Bright longer-term prospects for tourism industry

Despite the ongoing economic crisis, travel and tourism in Morocco is predicted to see healthy long-term development over the forecast period thanks to the continuous efforts of the government to support this key industry, rolling out promotions abroad and within the country, as well as offering incentives to foreign investors to set up projects in Morocco.

The government is about to initiate a new road map, called Vision 2020 providing continuity with Vision 2010. The plan for the years up to 2020 will focus on the integration of tourism services and the enhancement of the customer experience, instead of tourism infrastructure. Privatisation and attractive incentives for companies to invest in Morocco will create additional jobs, and employment generated by increased tourism activity arising from these initiatives. Moreover, more tourists from remote areas will visit the Kingdom attracted by the cultural and natural features, its many historical monuments as well as fascinating natural landscapes, which will help to boost long-haul travel.

Table of contents

TRAVEL AND TOURISM IN MOROCCO : MARKET INSIGHT

EXECUTIVE SUMMARY

Tourism industry achieves steady growth over the review period

Domestic tourism benefits from country’s economic growth

Investment boosts competition in the tourism industry

Internet transactions still not broadly adopted by Moroccans

Bright longer-term prospects for tourism industry

KEY TRENDS AND DEVELOPMENTS

Economic Indicators

Legislative Environment – open skies accord

Legislative Environment – tourism Investments

Government tourism policy

Sustainable tourism

Consumer Lifestyles

Low Cost Carriers

Emerging Niche Sectors

Internet developments

TERRORISM AND SECURITY

LEAVE ENTITLEMENT

CONSUMER DEMOGRAPHICS

BALANCE OF PAYMENTS

MARKET INDICATORS

Table 1 Leave Entitlement: Volume 2005-2008

Table 2 Holiday Demographic Trends 2003-2008

Table 3 Holiday Takers by Sex 2003-2008

Table 4 Holiday Takers by Age 2003-2008

Table 5 Length of Domestic Trips: 2003-2008

Table 6 Length of Outbound Departure: 2003-2008

Table 7 Seasonality of Trips 2005-2008

MARKET DATA

Table 8 Balance of Tourism Payments: Value 2003-2008

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

Summary 1 Research Sources

LOCAL COMPANY PROFILES - MOROCCO

ATLAS BLUE SA - TRAVEL AND TOURISM - MOROCCO

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Atlas Blue: Key Facts

Summary 3 Atlas Blue: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 4 Atlas Blue: Competitive Position 2008

ATLAS VOYAGES SA - TRAVEL AND TOURISM - MOROCCO

STRATEGIC DIRECTIONS

KEY FACTS

Summary 5 Atlas Voyages : Key Facts

Summary 6 Atlas Voyages: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 7 Atlas Voyages: Competitive Position 2008

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 2008

KENZI HOTELS - TRAVEL AND TOURISM - MOROCCO

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Groupe Kenzi: Key Facts

Summary 12 Groupe Kenzi: Operational Indicators

COMPANY BACKGROUND

COMPETITIVE POSITIONING

Summary 13 Groupe Kenzi: Competitive Position 2008

TOURISM FLOWS INBOUND IN MOROCCO

HEADLINES

TRENDS

COUNTRY OF ORIGIN

INBOUND DEMOGRAPHIC PROFILE

MODE OF TRANSPORT

PURPOSE OF VISIT

CITY ARRIVALS

INCOMING TOURIST RECEIPTS BY COUNTRY

PROSPECTS

SECTOR DATA

Table 9 Arrivals by City in Morocco 2007/2008

Table 10 Arrivals by Country of Origin: 2003-2008

Table 11 Leisure Arrivals by Type 2005-2008

Table 12 Business Arrivals: MICE Penetration 2005-2008

Table 13 Arrivals by Method of Transport: 2003-2008

Table 14 Arrivals by Purpose of Visit: 2003-2008

Table 15 Incoming Tourist Receipts by Country: Value 2003-2008

Table 16 Tourism Expenditure by Sector: Value 2003-2008

Table 17 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2008

Table 18 Forecast Arrivals by Country of Origin: 2008-2013

Table 19 Forecast Arrivals by Method of Transport: 2008-2013

Table 20 Forecast Arrivals by Purpose of Visit: 2008-2013

Table 21 Forecast Incoming Tourist Receipts by Country: Value 2008-2013

TOURISM FLOWS OUTBOUND IN MOROCCO

HEADLINES

TRENDS

DESTINATIONS

OUTBOUND DEMOGRAPHIC PROFILE

MODE OF TRANSPORT

PURPOSE OF VISIT

OUTGOING TOURIST EXPENDITURE BY COUNTRY

PROSPECTS

SECTOR DATA

Table 22 Departures by Destination: 2003-2008

Table 23 Leisure Departures by Type 2005-2008

Table 24 Business Departures: MICE Penetration % Breakdown 2005-2008

Table 25 Departures by Method of Transport: 2003-2008

Table 26 Departures by Purpose of Visit: 2003-2008

Table 27 Outgoing Tourist Expenditure by Country: Value 2003-2008

Table 28 Outgoing Tourist Expenditure by Sector: Value 2003-2008

Table 29 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2008

Table 30 Forecast Departures by Destination: 2008-2013

Table 31 Forecast Departures by Method of Transport: 2008-2013

Table 32 Forecast Departures by Purpose of Visit: 2008-2013

Table 33 Forecast Outgoing Tourist Expenditure by Country: Value 2008-2013

TOURISM FLOWS DOMESTIC IN MOROCCO

HEADLINES

TRENDS

DESTINATIONS

MODE OF TRANSPORT

PURPOSE OF VISIT

DOMESTIC TOURIST EXPENDITURE

PROSPECTS

SECTOR DATA

Table 34 Domestic Trips by Destination: 2003-2008

Table 35 Domestic Trips by Destination: 2003-2008

Table 36 Domestic Trips by Purpose of Visit and by Method of Transport: 2003-2008

Table 37 Domestic Tourist Expenditure: Value: 2003-2008

Table 38 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2008

Table 39 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2008-2013

Table 40 Forecast Domestic Tourist Expenditure: Value: 2008-2013

TRAVEL ACCOMMODATION IN MOROCCO

HEADLINES

TRENDS

HOTELS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 41 Hotel Performance in Morocco 2007/2008  

Table 42 Travel Accommodation Sales by Sector: Value 2003-2008

Table 43 Travel Accommodation Outlets by Sector: Units 2003-2008

Table 44 Travel Accommodation by Sector: Number of Rooms 2003-2008

Table 45 Regional Hotel Parameters 2008

Table 46 Travel Accommodation Sales: Internet Transaction Value 2003-2008

Table 47 Hotel National Brand Owners by Market Share 2004-2008

Table 48 Hotels National Brand Owners by Key Performance Indicators 2008

Table 49 Forecast Travel Accommodation Sales by Sector: Value 2008-2013

Table 50 Forecast Travel Accommodation Outlets by Sector: Units 2008-2013

Table 51 Forecast Travel Accommodation Sales: Internet Transaction Value 2008-2013

TRANSPORTATION IN MOROCCO

HEADLINES

TRENDS

AIRLINES

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 52 Transportation Sales by Sector: Value 2003-2008

Table 53 Airline Capacity: 2003-2008

Table 54 Airline Utilisation: 2003-2008

Table 55 Airline Passengers Carried by Distance: % Breakdown: 2003-2008

Table 56 Transportation Sales: Internet Transaction Value 2003-2008

Table 57 Airline Market Shares 2004-2008

Table 58 Airlines National Brand Owners by Key Performance Indicators 2008

Table 59 Forecast Transportation Sales by Sector: Value 2008-2013

Table 60 Forecast Transportation Sales: Internet Transaction Value 2008-2013

CAR RENTAL IN MOROCCO

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 61 Car Rental Sales by Sector and Location: Value 2003-2008

Table 62 Structure of Car Rental Market: 2003-2008

Table 63 Average Car Rental Duration by Sector 2004-2008

Table 64 Average Car Rental Duration: % Breakdown 2004-2008

Table 65 Time of Booking: % Breakdown 2005-2008

Table 66 Car Rental Sales: Internet Transaction Value 2003-2008

Table 67 Car Rental Market Shares 2004-2008

Table 68 Car Rental National Brand Owners by Key Performance Indicators 2008

Table 69 Forecast Car Rental Sales by Sector and Location: Value 2008-2013

Table 70 Forecast Car Rental Sales by Sector: Internet Transaction Value 2008-2013

TRAVEL RETAIL IN MOROCCO

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

GROWTH SECTORS

PROSPECTS

SECTOR DATA

Table 71 Travel Retail Outlets by Sector: Units 2003-2008

Table 72 Travel Retail Products Sales: Value 2003-2008

Table 73 Travel Retail Sales by Destination: % Value Breakdown 2003-2008

Table 74 Travel Retail Online Sales by Sector: Internet Transaction Value 2003-2008

Table 75 Travel Retail Products Market Shares 2004-2008

Table 76 Travel Retail Products National Brand Owners by Key Performance Indicators 2008

Table 77 Forecast Travel Retail Outlets by Sector: Units 2008-2013

Table 78 Forecast Travel Retail Products Sales: Value 2008-2013

Table 79 Forecast Travel Retail Online Sales by Sector: Internet Transaction Value 2008-2013

TOURIST ATTRACTIONS IN MOROCCO

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 80 Tourist Attractions Sales by Sector: Value 2003-2008

Table 81 Tourist Attractions Visitors by Sector: 2003-2008

Table 82 Tourist Attractions Sales: Internet Transaction Value 2003-2008

Table 83 Leading Tourist Attractions by Visitors 2003-2008

Table 84 Forecast Tourist Attractions Sales by Sector: Value 2008-2013

Table 85 Forecast Tourist Attractions Visitors by Sector: 2008-2013

Table 86 Forecast Tourist Attractions Sales: Internet Transaction Value 2008-2013

HEALTH & WELLNESS TOURISM IN MOROCCO

HEADLINES

TRENDS

PROSPECTS

SECTOR DATA

Table 87 Number of Hotel/Resort Spas: Units 2003-2008

Table 88 Health & Wellness Tourism Sales by Type: Value 2003-2008

Table 89 Spa Consumer Markets: Domestic Tourism 2005-2008

Table 90 Spa Consumer Markets: Arrivals 2005-2008

Table 91 Forecast Health & Wellness Tourism Sales by Type: Value 2008-2013

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