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: 104 | Publication date: Mar 2009
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
Travel and tourism industry sees strong growth in 2007
The travel and tourism industry continued to grow healthily in 2007 in Morocco, thanks to the increased number of inbound as well as outbound tourists. The number of arrivals in 2007 rose by 12% over the previous year, while departures recorded growth of 2% compared with 2006.
Travel and tourism saw the positive impact of the improved economy, which contributed to the stimulation of outgoing and domestic travel. In this respect, the percentage of Moroccans taking holidays jumped to 35% in 2007.
The industry also benefited from Morocco’s geographical situation, which makes it feasible for low cost carriers to operate to these destinations, and makes it an attractive destination for city breaks. Local security enforcement and the positive image of the Kingdom in the outside world are other factors which made Morocco an attractive destination for international tourists.
The government’s travel and tourism policy was another driving force behind the growth, in that it embarked on the development of tourist resorts, and also offered incentives in favour of domestic as well as foreign investors. Moreover, tourism facilities were in abundance, offering a variety of activities, such as beach resorts, cultural tourism, trekking, desert expeditions, rural tourism and sports tourism.
More arrivals and fewer departures
The majority of inbound tourists to Morocco come from Europe. 60% of visitors in 2007 were from France and Spain. The dominance of French and Spanish tourists is attributable to their strong economic and historic relationship, which goes back centuries. The strong presence of Moroccans living permanently in these countries was another factor contributing to this figure.
Departures still progressed at a relatively slow pace in 2007; up 2%, mainly to France and Spain. The number of Moroccans travelling outside the country is still low, due to the fact that travelling for pleasure is limited to individuals with high disposable incomes, who are not affected by strong foreign currencies.
Religious tourism to Saudi Arabia is flourishing, and registered strong growth in 2007. This was because Ramadan coincided with the summer period.
Despite efforts, domestic tourism sees sluggish growth
Domestic tourism recorded volume growth of 1% in 2007 over the previous year. This sluggish growth was mainly determined by the low levels of disposable income, which prevented the majority of Moroccan citizens from travelling for leisure. This activity is still restricted to Moroccans in the middle and high disposable income groups.
In 2007 the number of Moroccans taking holidays was 35% of the population; an eight percentage point increase on 2002. Domestic tourism benefited from the economic progress achieved by the Kingdom, and from the fact that outbound tourism became expensive. The Office of Tourism has set a development strategy for local tourism, which enables larger numbers of people to take holidays locally at reasonable prices.
Beaches remained the favoured destination for local as well as inbound tourists; accounting for around 40% of total tourists in 2007.
The government’s strategies for promoting the industry are embodied in the creation of the “Plan Azure”, through which Morocco hopes to attract 10 million visitors by 2010, which includes partial privatisation of the national airline and the annual organisation of campaigns such as “Holidays for All” and “Kounouz Biladi”. These mainly focus on encouraging local tourism by giving discounts to local tourists. A new plan initiated consists of increasing the capacity of local tourism by 30,000 beds, mainly in campsites, to fit the limited budget of the majority Moroccans.
Internet transactions still not broadly adopted by Moroccans
Internet penetration reached 20% in 2007. However, internet transactions did not contribute much to the travel and tourism environment over the review period, as the majority of local companies did not start on-line sales until recently. However, large hotels and foreign-invested tours have modern websites enabling quotations and bookings.
As a result, internet transactions are mostly increasing within travel retail, especially for package holidays and flights, followed by car rental services, travel accommodation and transportation. The incidence of internet bookings is higher in travel retail and travel accommodation, thanks to the numbers of foreigners booking these services, based in countries where on-line bookings are much more common than in Morocco.
Local key players
The main active local companies are Royal Air Maroc, Atlas Blue and Jet4You in air transportation. Atlas Hotels, Kenzi Hotels and Riad Mogador lead the local hotel chains; they grew considerably during the last years of the review period, and have ambitious development plans before 2010. Nevertheless, the majority of Moroccan hotels are not chained. Other tourism markets are dominated by international players, such as Hertz and Avis in car rental.
Bright future for the travel and tourism industry
Travel and tourism in Morocco is predicted to see healthy growth over the forecast period, thanks to the continuous efforts from the government to support this key industry, in terms of rolling out promotions abroad and within the country, as well as offering incentives to foreign investors to set up projects in Morocco.
Growth will include all tourism; domestic, inbound and outgoing. Transportation and car rental are set to flourish, as more people will be able to travel due to rising levels of disposable income. The improvements grounded in economic reforms such as privatisation, and attractive incentives given to companies to invest in Morocco, will create additional jobs, as well as employment being 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, as it has many historical monuments as well as fascinating natural landscapes, which will help to boost long haul travel.
The competition will be tougher amongst the local and international key players. This competition will cover all markets, but particularly travel accommodation and transportation.
Table of contents
TRAVEL AND TOURISM IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Travel and tourism industry sees strong growth in 2007
KEY TRENDS AND DEVELOPMENTS
Economic Indicators
Legislative Environment
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 2005-2007
Table 2 Holiday Demographic Trends 2002-2007
Table 3 Holiday Takers by Sex 2002-2007
Table 4 Holiday Takers by Age 2002-2007
Table 5 Length of Domestic Trip: 2002-2007
Table 6 Length of Outbound Departure: 2002-2007
Table 7 Seasonality of Trips 2005-2007
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2002-2007
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
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 2007
ATLAS VOYAGES SA - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Atlas Voyages SA: Key Facts
Summary 6 Atlas Voyages SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Atlas Voyages SA: Competitive Position 2007
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 2007
GROUPE KENZI SA - TRAVEL AND TOURISM - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Groupe Kenzi SA: Key Facts
Summary 12 Groupe Kenzi SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Kenzi Hotels: Competitive Position 2007
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: 2002-2007
Table 10 Leisure Arrivals by Type 2005-2007
Table 11 Business Arrivals: MICE Penetration 2005-2007
Table 12 Arrivals by Method of Transport: 2002-2007
Table 13 Arrivals by Purpose of Visit: 2002-2007
Table 14 Incoming Tourist Receipts by Country: Value 2002-2007
Table 15 Tourism Expenditure by Sector: Value 2002-2007
Table 16 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2007
Table 17 Forecast Arrivals by Country of Origin: 2007-2012
Table 18 Forecast Arrivals by Method of Transport: 2007-2012
Table 19 Forecast Arrivals by Purpose of Visit: 2007-2012
Table 20 Forecast Incoming Tourist Receipts by Country: Value 2007-2012
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 21 Departures by Destination: 2002-2007
Table 22 Leisure Departures by Type 2005-2007
Table 23 Business Departures: MICE Penetration % Breakdown 2005-2007
Table 24 Departures by Method of Transport: 2002-2007
Table 25 Departures by Purpose of Visit: 2002-2007
Table 26 Outgoing Tourist Expenditure by Country: Value 2002-2007
Table 27 Outgoing Tourist Expenditure by Sector: Value 2002-2007
Table 28 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2007
Table 29 Forecast Departures by Destination: 2007-2012
Table 30 Forecast Departures by Method of Transport: 2007-2012
Table 31 Forecast Departures by Purpose of Visit: 2007-2012
Table 32 Forecast Outgoing Tourist Expenditure by Country: Value 2007-2012
TOURISM FLOWS DOMESTIC IN MOROCCO
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURIST EXPENDITURE
PROSPECTS
SECTOR DATA
Table 33 Domestic Trips by Destination: 2002-2007
Table 34 Domestic Trips by Purpose of Visit and by Method of Transport: 2002-2007
Table 35 Domestic Tourist Expenditure: Value: 2002-2007
Table 36 Expenditure per Domestic Trip: 2002-2007
Table 37 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2007
Table 38 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2007-2012
Table 39 Forecast Domestic Tourist Expenditure: Value: 2007-2012
TRAVEL ACCOMMODATION IN MOROCCO
HEADLINES
TRENDS
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Travel Accommodation Sales by Sector: Value 2002-2007
Table 41 Travel Accommodation Outlets by Sector: Units 2002-2007
Table 42 Regional Hotel Parameters 2007
Table 43 Travel Accommodation by Sector: Number of Rooms 2002-2007
Table 44 Travel Accommodation by Sector: Number of Beds 2002-2007
Table 45 Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 46 Hotel National Brand Owners by Market Share 2003-2007
Table 47 Hotels National Brand Owners by Key Performance Indicators 2007
Table 48 Forecast Travel Accommodation Sales by Sector: Value 2007-2012
Table 49 Forecast Travel Accommodation Outlets by Sector: Units 2007-2012
Table 50 Forecast Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2007-2012
TRANSPORTATION IN MOROCCO
HEADLINES
TRENDS
AIRLINES
PRIVATE JETS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Transportation Sales by Sector: Value 2002-2007
Table 52 Airline Capacity: 2002-2007
Table 53 Airline Utilisation: 2002-2007
Table 54 Airline % Utilisation 2002-2007
Table 55 Airline Volume Sales by Seat Class: % Breakdown: 2002-2007
Table 56 Airline Volume Sales by Distance: % Breakdown: 2002-2007
Table 57 Transportation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 58 Airline Market Shares 2003-2007
Table 59 Airlines National Brand Owners by Key Performance Indicators 2007
Table 60 Forecast Transportation Sales by Sector: Value 2007-2012
Table 61 Forecast Transportation Internet Sales by Sector: Internet Transaction Value 2007-2012
CAR RENTAL IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Car Rental Sales by Sector and Location: Value 2002-2007
Table 63 Structure of Car Rental Market: 2002-2007
Table 64 Average Car Rental Duration by Sector 2004-2007
Table 65 Average Car Rental Duration: % Breakdown 2004-2007
Table 66 Time of Booking: % Breakdown 2005-2007
Table 67 Car Rental Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 68 Car Rental Market Shares 2003-2007
Table 69 Car Rental National Brand Owners by Key Performance Indicators 2007
Table 70 Forecast Car Rental Sales by Sector: Value 2007-2012
Table 71 Forecast Car Rental Internet Sales by Sector: Internet Transaction Value 2007-2012
TRAVEL RETAIL IN MOROCCO
HEADLINES
TRENDS
GROWTH SECTORS
Accommodation only
Adventure/trekking holiday
Flight only
Package holiday
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Travel Retail Outlets by Sector: Units 2002-2007
Table 73 Travel Retail Products Sales: Value 2002-2007
Table 74 Travel Retail Sales by Destination: % Value Breakdown 2002-2007
Table 75 Travel Retail Products Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 76 Travel Retail Internet Sales by Sector: Internet Transaction Value 2002-2007
Table 77 Travel Retail Products Market Shares 2003-2007
Table 78 Travel Retail Products National Brand Owners by Key Performance Indicators 2007
Table 79 Forecast Travel Retail Outlets by Sector: Units 2007-2012
Table 80 Forecast Travel Retail Products Sales: Value 2007-2012
Table 81 Forecast Travel Retail Products Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2007-2012
TOURIST ATTRACTIONS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
Visitors
SECTOR DATA
Table 82 Tourist Attractions by Sector: Value 2002-2007
Table 83 Tourist Attractions by Sector: 2002-2007
Table 84 Leading Tourist Attractions by Visitors 2002-2007
Table 85 Forecast Tourist Attractions by Sector: Value 2007-2012
Table 86 Forecast Tourist Attractions by Sector: 2007-2012
HEALTH & WELLNESS TOURISM IN MOROCCO
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 87 Number of Hotel/Resort Spas: Units 2002-2007
Table 88 Spa Sales by Type: Value 2002-2007
Table 89 Spa Consumer Markets: Domestic Tourism 2005-2007
Table 90 Spa Consumer Markets: Arrivals 2005-2007
Table 91 Forecast Spa Sales by Type: Value 2007-2012