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: Mar 2009
Cost: 
GBP1190.00

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

Change currency displayed
all prices excluding P&P
request more information

Available formats

  • Instant online access
  • Download PDF
  • Download Word document
research methodology

Get Acrobat Reader

click here to download Adobe Acrobat Reader 7.0

© Euromonitor International 2009