Domestic tourism in Morocco…Between challenges and hope for innovative solutions

Domestic tourism represents a major market for the tourism industry in Morocco. Indeed, the number of overnight stays has increased, ranging from 4 million in 2010 to 7.8 million in 2019, to reach 8 million in 2022, that is, 42% of the total overnight stays. This includes reservations in classified establishments, stays with family or friends, as well as apartments for rent. This last way of consumption is highly favored by moroccans, and only 25% of national tourists choose classified tourist establishments. This leads us to raise several questions: Is it a lack of offer, demand, or a mismatch between offer and demand’ needs?

Soaring prices

One of the most prominent barriers to domestic tourism in Morocco is the escalating cost of travel and accommodation. The increasing prices of transportation, accommodation charges, and associated expenses have placed the joy of local exploration out of reach for many Moroccans, creating a double situation: The first one, where individuals are forced to consider foreign destinations over their own country due to the perceived value for money. The second hinders Moroccans’ ability to travel altogether, as these prices surpass their incomes.

Inadequate formulas

The moroccan tourist has a particularity, is that he travels with his family. For many moroccan families, embarking on a domestic vacation proves to be a daunting task due to the inadequate formulas and offerings tailored to larger family groups.

The limited availability of family-friendly accommodations, attractions, and tour packages has left parents struggling to find suitable options that cater to their specific needs such as apartments for rent. This lack of inclusivity has led to potential travelers feeling excluded from the domestic tourism experience.

Infrastructure constraints

The challenges posed by inadequate infrastructure cannot be overlooked. Insufficient connectivity between key destinations, underdeveloped road networks, unreliable transportation services, have hindered the ease of travel and discouraged citizens from exploring their own country. The last tragic accident in Demnat (province of Azilal) brings back onto the stage the question of road safety in Morocco.

Proposed measures

Certainly, Morocco have begun to outline solutions and national programs aimed to reinvigorating domestic tourism such as the program ‘Biladi’ which aims to build 8 tourist resorts suitable for families with different amenities at a reduced price. However, out of the 8 stations, only 3 were created, namely Agadir, El Jadida and Ifrane, which is insufficient.

Therefore, a concerted effort between public and private sectors can result in the development of affordable travel packages. These packages could encompass transportation, accommodation, guided tours, and other amenities at more affordable rates, making local travel more democratized.

Furtheremore, it would be worth adopting incentive programs such as “holidays vouchers”, which are payment instruments that allow financing vacations and cultural and leisure activities. They have two forms: Paper holiday vouchers and dematerialized holiday vouchers (e-holiday vouchers) exclusively usable online. Additionally, modernizing the transportation infrastructure, including investing in efficient rail and road networks, can significantly enhance domestic tourism accessibility.

Hopefully, the new tourism roadmap for 2023-2026 will address all these challenges and extend the chance for all moroccans to discover the beauty of their own country.