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: Nov 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
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.
.
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