Morocco in pole position

"The spiritual city of the Kingdom welcomes a significant flow of tourists from West Africa, in order to perform a pilgrimage every year to the Zaouia Tijania of Fès," noted Zouitene in an interview in the columns of 'L'Economiste'. "Considered a holy place by the Tijanes, the city of Fès occupies a very prominent place in the Office's promotion strategy, either as an individual brand or at the level of the ONMT's communication on Moroccan cultural tourism," specified Zouitene, adding that the ONMT plans to open a delegation of the Office in Senegal soon to better promote the destination to this market. To develop this niche, the ONMT plans three components: the air route, communication, and notoriety, stressed Zouitene. Regarding the air route, he emphasised the need to make the Fès destination more accessible to this potential by strengthening the Casablanca-Fès flight and scheduling new routes, noting that the region and the ONMT are currently working with RAM and Air Arabia to set up the Dakar-Fès flight. For the communication component, public relations actions with a sustained effort of proximity targeting influential personalities, leaders, and prescribers are planned, in parallel with the organisation of weeks in Africa according to a well-defined calendar. Regarding notoriety, the Office intends to strengthen the visibility of the city of Fès through major events, such as the Morocco-Africa tourism convention which will be held next May in Fès and whose goal is to establish lasting economic relations with the various countries of the African continent, or the annual congress of the Tijanes. Regarding the budget intended for the development of the Tijanes niche, Zouitene specified that it represents 7% of the total envelope provided for the three-year plan for Fès. Thus, the Office and its main partners will invest 2.85 million dirhams annually in the promotion of Fès in Africa. The strategy developed involves professionals and elected officials in the development of tourism. It is a joint programme that includes innovative public relations actions, the strengthening of partnerships with tour operators, and the increase in air scheduling from sub-Saharan markets. The three-year plan for Fès spans 3 years and aims for 700,000 tourists by 2016. Designed by the Office's experts, in partnership with tourism professionals, local and elected authorities, and other partners, the regional, concerted, and integrated strategy will require an envelope of 131.5 million dirhams, of which 76.5 million dirhams will be financed by the Office.

Provider / Source : MAP, Le Matin