morocco - Société Marocaine d`Ingénierie Touristique

To u r i sm in v e s tm e nt in
Morocco
a golden star opportunity
Moroccan Agency for
Tourism Development,
a new entity in the service
of the tourism development
To reinforce the position of the Moroccan tourism industry in an international and a
very competitive market, the government created a new entity dedicated to develop and
promote the Moroccan tourism investment named the Moroccan Agency for Tourism
Development -SMIT-
•T
he conception and the development of the tourism product as defined by the
national strategy (seaside, cultural, urban, rural, niche, entertainment and domestic
products);
• T he identification of potential sites for targeted developers and operators;
• T he Study and investment advisory as a key player in the field of tourism
engineering;
• T he promotion and communication of investment opportunities;
• T he enhancement of private initiative and public-private partnership.
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Since its establishment, the SMIT is actively working to carry out the assignments of the
national strategy for tourism development through the following actions:
4
P : 06
Chapter I
A land with much to offer
P : 12
Chapter II
A country in Action
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
CONTENTS
A LAND
with much
to
offer
6
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Abound with pristine sandy shores on the
Mediteraranean and the Atlantic, varied and contrasted
landscapes, unique culture, hospitable and welcoming
people ; Morocco offers its visitors an unparalleled
experience.
Morocco
A LAND with much to offer
Morocco An Ideal
AN ACCESSIBLE DESTINATION :
At only 14 Km from Europe and two hours and half from
major European capital.
A MULTITUDE OF NATURAL ASSETS :
3500 Km of Mediterranean and Atlantic coastlines, mild
weather, varied and contrasted landscape…
AT THE CROSSROAD OF CULTURES :
Over the centuries, the European, Arabic and African
influences have fused together to create a unique
Moroccan culture clearly seen in medieval medinas and
modern cities.
8
Investment Environment
• Stable Macroeconomic indicators with monitored
inflation, low interest rates, growing liberal and open
economy.
• Developed infrastructure and telecommunication
networks.
• Unrestricted holding of capital.
• Unrestricted repatriation of invested capital (capital
gain and dividends).
• Special local and central governmental bodies
dedicated to facilitate investment (regional Centres for
investments and the Morrocan Agency of Investment
Development).
• Reforms in key fields (Commercial legal system,
financial system, labor code,…).
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Morocco
A tourism industry
abound of opportunities
in Morocco
An opportunity
to optimize your
investment
Special incentives and measures in favour of the
encouragement of investments in the tourism
industry were established :
• Governmental subsidies on land acquisition price,
external infrastructure and staff training ;
• Total exemption from value-added tax and import
duties on equipments ;
• Total exemption from corporate tax for the first five
years and an application of only 17.5%, beyond this
period, on the sales generated in foreign currency.
10
Tourism investment
in Morocco
Available Financing
Ressources
In addition to conventional banking system, ready
to support debt funding of tourism projects, several
domestic investment funds especially oriented to
equity financing of tourism investment programs
are open to potential partnerships such as: Actif
Invest, Madaef, H Partners, T Capital, Saham Hotel.
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Tourism
A COUNTRY
in Action
The strategic decision, named Vision 2010, launched
by His Majesty the King Mohammed VI at the beginning
of the last decade, to develop the Tourism sector more
rapidly, has become a core ambition for the country.
The Moroccan tourism’s international achievements (25th
place worldwide at the end of 2010) and its importance to
the Moroccan economy over the last ten years are the
direct results of the political decision to make Tourism a
national priority.
As a continuation of the Vision 2010, the Moroccan
Government has undertaken a major exercise to coordinate the work of public and private partners with a
view to drawing up a new strategic vision for the industry.
Morocco
TOURISM
Strategy with Tangible
Results
A Successful
8,3
7,9
7,4
6,6
5,5
An increasing trend of tourist arrivals
4,4
4,5
2001
2002
5,8
4,8
The dynamics of change and its impact on the
Moroccan tourism package was reflected on
the evolution of tourist arrivals to Morocco
since the launch of Vision 2010.
0
2003
2004
2005
2006
2007
2008
2009
2010
Tourist Arrivals 2001 - 2010 (in Millions)
Vision 2020 involves an exhaustive and rigorous analytic
exercise. It is inspired by the determination to follow it with
an exercise in fundamental territorial improvement that
brings employment and enhances the competitiveness of
tourism in Morocco by basing it on special advantages of
the various regions, in a varied but integrated way.
12
9,3
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Morocco
Morocco
A COUNTRY in Action
2001 : Shifting to a new era
Vision 2010 : a shared VISION
The year 2001 a clear break away, moving
from an average of 1 500 new beds per year to
9800 new beds per year.
12700
10000
9600
12700
10400
9000
Several internationally renowned operators
and hospitality brands trusted the Moroccan
tourism market as well : Banyan Tree,
Mandarin Oriental, Raffles hotels and resorts,
Marriott, Lucien Barrière , Intercontinental,
Hyatt Corp, Accor, Iberostar, Barcelo, Four
Seasons….
23688
7500
12546
5000
5000
8727
3800
6261
5799
4054
0
0
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Evolution in the additional accommodation capacity (in beds)
14
1749
2001
2002
2003
2004
2005
2006
2007
2008
2009
Investment in million Moroccan dirham 1€~11,50 MAD
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
2173
2920
Morocco
A COUNTRY in Action
Thanks to all achievements and lessons
drawn from the previous cumulative
experiences and with a view to the future
strategic opportunities, the Moroccan tourism
industry is now in a position to consider the
big ambitions for the coming decade.
The new Vision
rests on five
fundamental principles :
1- Building on the achievements of Vision
2010.
2- Moving to a more integrated form of
territorial improvement.
3- Making the country’s great variety of
resources respond to the demands of the
most promising markets.
4- Remedying the industry’s persistent
structural weaknesses.
5- Putting sustainable development at the
heart of the tourism strategy.
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Vision 2020 : Main strategic
approaches
Commitment, ambitions and objectives:
One of the main objectives of the Vision 2020
is to raise Morocco, by 2020, to be one of the
world’s top twenty tourist destinations, making
it a model destination as far as sustainable
development in the Mediterranean area is
concerned with respect for our authentic social
and cultural life.
The product’s concept consists of eight
destinations built around five main lines of
development which are:
• Enhancing the range of cultural products;
• Continuing to market the seaside resorts;
• Creating a range of Nature tourism products;
• Setting up themed corridor;
• Setting up a range of facilities.
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Vision 2020 : An
innovative exercise
Morocco
A COUNTRY in Action
• Building additional accommodation capacity of 200 000
new beds;
• Doubling Morocco’s share in the main world market;
• Tripling the number of domestic travelers.
The framework for the strategic activity:
Vision 2020 will play an important role in the process
of enhancing regionalization to which Morocco is
committed. This division will cut across current
administrative boundaries and will make it possible for
the country’s regions to benefit from their full potential
(cultural heritage, natural attractions, living culture …).
The new range of tourism products will be organized in
eight tourist territories.
• Souss-Sahara-Atlantic:
bringing together the tourist sites of Agadir, its
hinterland (Tarfraout, Imouzer Ida Outanane
etc…), Laayoune and Guelmim, offering the
combination of desert, atlantic and perpetually
sunny climate.
• Mediterranean Morocco:
with the attraction on Saidia, Marchica and
Cala Iris, will make the most of Morocco’s
Mediterranean aspects, combining leisure with
sustainable development.
• Marrakech and the Atlantic:
based around the attractions of Marrakech,
Toubkal and Essaouira, will further enhance this
area’s product range, as it remains the gateway
to a Morocco that is both chic and at the same
time authentic.
• The Center of Morocco:
is the destination of a journey to the very sources of
the country’s culture, history and understanding
of well-being, with a highly complementary
attraction of Fès, Meknes and Ifrane.
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• The Northern Cape:
based on the sites of Tangier, Tetouan,
Chefchaouen, Asilah and Larache: a land of
cultural meeting places, balanced by an unrivalled
set of seaside resorts.
• Central Atlantic:
a coherent grouping of Casablanca, Rabat and El
Jadida to make coastal attraction of business and
leisure.
• The Great Southern Atlantic Coast:
centered on the exceptional site of Dakhla, is
based on an unrivalled offering that combines
nature conservation and niche attractions for
sports.
• Atlas and the Valleys:
based on Ouarzazate, the valleys and the oases
as well as the High Atlas. This will be marked
as the leading destination for ecotourism and
sustainable development, Mediterranean style.
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
The Vision’s target is to double the industry’s size in
terms of :
Morocco
A COUNTRY in Action
• Patrimony and Heritage Program:
exploiting the Kingdom’s cultural identity and
heritage through coherent and attractive tourism
products.
strategic resources :
the plans for help
• Events, Sport and Leisure Program:
to create a rich and a varied range of events that
complements the basic tourist infrastructure so
as to strengthen the tourist offering.
The
and guidance across
the board
The framework programs for a
diversified product range
Six programs have been drawn up for cultural,
seaside and nature products, built on sustainable
development and enhanced by programs
featuring high value-added niches and particular
market segments that raise the destination
attractiveness:
• The Azur 2020 Program:
to provide an international competitive range of
seaside resorts of Morocco.
• Green / Eco and Sustainable development
Program:
the conservation of the natural and rural
resources and to ensure the continuing respect
for the social and cultural authenticity of the
host communities by offering them social and
economic benefits.
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• High value-added Business and Well-being
Program:
To make Morocco a new international destination
for business tourism by creating infrastructure
that can host big international gatherings and
setting up synergies with sports, well-being
and culture sectors. Also, making Morocco a
new international destination for well-being and
health.
• The Biladi Program:
Offering to the Moroccans a product adapted to
their habits and manner of traveling.
A dynamic and tailored promotion and
marketing strategy
In order to double the size of Moroccan tourist
industry, the government fixed 6 major challenges
to be met such as strengthen Morocco’s presence
in its traditional markets and develop new market
growth points; the development of new market
segments with strong potential; triple domestic
tourism; organize an international positioning for
six new tourist destinations; providing guidance
and help for marketing seaside resorts and
strengthen the country’s presence in the various
retail channels.
In order to meet these marketing challenges,
substantial funds will be allocated to the Moroccan
National Tourist Board (ONMT) for the promotion
of tourism.
An integrated plan for developing
sustainable tourism
To promote sustainable tourism, three major
challenges need to be met: the conservation of
Morocco’s natural resources, responding to tourists’
evolving social and environmental sensitivities;
making sustainability a distinguishing feature for
Morocco.
To meet these challenges, successful development
mainly requires to establish special instruments
for monitoring and evaluating sustainability
indicators for the industry; strengthening the
sustainability criteria in legal and regulatory
standards as well as the creation of a marketing
strategy designed to position Morocco as a leader
country in sustainable development.
An outstanding Human Ressources/
training plan
Getting Morocco into the world’s top twenty
destinations will entail boosting the quality and
competitiveness of our industry by developing
highly qualified and motivated people. This can
mainly be achieved through training the staff to
reach the international requirements in terms of
service and tourist provision, a new generation
of hotel model and the establishments of new
tourism colleges teaching an innovative way of
operating that aims at the excellence level.
TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
Each territory will accordingly have its own
targets and its own road map to be implemented
by means of local bodies equipped with their own
tools and resources.
Morocco
A COUNTRY in Action
Making the tourism industry more
competitive and modernizing its entire
chain of value.
In the highly competitive environment of
international tourism, Morocco must position
itself as a destination that can compete at the
international level in terms of quality of service,
accommodation and welcome.
To take up this challenge, Vision 2020 will set up a
National Program for Innovation and Competitive
Excellence in Tourism.
Measures to support funding for
sustained and continuing investment in
the industry.
This will be funded by a government grant
in the first place and will be able to leverage
large amounts of capital. It will take a stake in
the country’s main tourism projects, guiding
investment towards new types of products and
new destinations.
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TOURISM INVESTMENT IN MOROCCO
A G O L D E N S TA R O P P O R T U N I T Y
To remove constraints on access to financial
resources, Vision 2020 will establish a national
and international funding instrument named
the Moroccan Tourism Development Fund
(FMDT), which will be a practical instance of the
government’s commitment to the industry as a
whole.
Invest in a
golden Star
The Moroccan agency for tourism development
Société Marocaine d’Ingénierie Touristique - SMIT Ministère du Tourisme et de l’Artisanat
Avenue Ennakhil - Cité des Affaires - Hay Riyad - Rabat - Maroc
T : +212 537 57 78 83 - F : +212 537 57 78 84
E mail : [email protected]