“You are aware that information and communication technologies, along with the globalization of the economy, will bring about changes that will place tourism at the forefront of global industries. Thus, We have chosen to share Our vision for the advancement of this sector, which We consider to be a pillar of development, so that Our country may claim its rightful share of the international tourism market within the promising Mediterranean region.”
These words, spoken by His Majesty King Mohammed VI on January 10, 2001, in Marrakech, still resonate with power and clarity. They are neither relics of the past nor mere nostalgia; they are a compass, a continuous call to elevate tourism to the level of a national ambition. Twenty-four years later, on this same January 10, Marrakech, ever the trailblazer, hosted a meeting that was not merely a review or a planning session but a ceremonial act of renewal—a reaffirmation of the royal vision placing tourism at the heart of Morocco’s economic, social, and cultural development.
Under the leadership of Mr. Hamid Bentahar and in the presence of Mr. Achraf Fayda, the newly appointed General Director of the Moroccan National Tourism Office (ONMT), the meeting of the Marrakech-Safi Regional Tourism Council Executive Committee was more than an institutional gathering. It was a moment of collective reflection and commitment. The meeting reaffirmed an essential truth: Marrakech, in its dynamism and daring, is not a city that follows the rhythm of the world but one that leads it. With a 70% occupancy rate, despite a recently increased hosting capacity, and growth 1.5 times the national average, the city offers a glimpse of what its zenith could be. Yet, as Mr. Bentahar reminded us, this zenith will only be reached when we aspire to an 80% occupancy rate—a number that is not just a statistic but a symbolic elevation, a bold aspiration to touch the sky.
This ambitious goal rests on three transformative pillars, three paths that could redefine our approach to tourism. The first is the creation of hubs of creativity—spaces where ideas and innovation intertwine, where artists, technologists, and entrepreneurs jointly envision new ways to travel, discover, and experience. The second is inclusion. There can be no sustainable tourism without deep connections between regions, without solidarity between urban and rural areas, without making every village a welcoming promise and every inhabitant a key player in this dynamic. Finally, the 2025 Africa Cup of Nations, looming on the horizon, is far more than a sporting event: it is a stage where Morocco as a whole, with Marrakech leading the way, can shine brightly, offering the world an event that embodies excellence, hospitality, and splendor.
Yesterday, January 10, 2025, was not merely an echo of the royal speech of 2001. It was its continuation, its movement in action. The words of His Majesty, etched into the minds of those who believe in the transformative power of tourism, have been turned into purpose. It is now the responsibility of every stakeholder—public and private, of every citizen—to make this vision a driving force for elevation, innovation, and surpassing ourselves.
Marrakech is not just a destination. It is a breath, a story, an ever-evolving idea. Yesterday, it reminded us that tourism is not just another sector, but a philosophy, an art of openness and connection. Today, it calls on us to aim higher, to go beyond building, to dream, and to make the sky our only limit.
