by Beth D’Addono

Rachid Maaninou has his work cut out for him.The director of the Morocco National Tourist Office (MNTO), reopening (the office spent a few years in Florida) in New York this month, is concentrating his attention – and about 10 percent of a $90 million budget – on wooing American tourists from the Northeast to Morocco. After seeing U.S. tourism plummet by half immediately following 9-11, from 120,000 to 60,000, the country’s proactive tourism initiative is fighting back.

With less than three years left in the Vision 2010 tourism expansion program, new development is proceeding at a breakneck pace. The numbers tell the story – American visits to Morocco have increased to 100,000 as of 2006. And the MNTO hopes to double that figure by 2010 as part of its “10 million tourists by 2010” campaign. Royal Air Maroc will increase its nonstop JFK-Casablanca service to 10 flights weekly, with plans to fly twice daily in 2008. Visitors can also fly through any major European hub.
“We’re concentrating our energies on targeting the sophisticated traveler,” said Maaninou. “We’re not interested in the mass market, from Europe or the U.S.” Although Western Europe is its primary audience, Morocco is also targeting untapped populations in Scandinavia, Russia, China and Japan. The efforts are paying off. Overall tourism numbers have risen from four million in 2002 to 6.6 million in 2006.

By the Sea, By the Sea
While cultural tourism has been Morocco’s mainstay, drawing visitors to the ancient medinas and souks of Marrakech and Fez, the country’s sizeable 2,200-mile coastline has remained undeveloped. That’s changing, thanks to the MNTO’s Azur Plan, joint ventures with foreign developers that will deliver six full-scale seaside resorts, and 130,000 hotel and villa beds by 2010.
The first to open in early 2009 is the Mediterrania Saidia, with nine hotels, 30,000 beds, a 12-mile boardwalk, spas and three golf courses. Less than 40 minutes from the Angad Oujda airport, Mediterrania Saidia is a two-hour flight from most European capitals.
New highways and a proposed high-speed train between Tangier and Marrakech, will facilitate movement between Morocco’s major cities and the seaside resorts. In all, some $40 billion in investment is committed to Morocco over the next two decades.

Luxury Coming on Line
Also in the works are several resort complexes: Kerzner International, the force behind Atlantis in the Bahamas and Dubai, is working on the first phase of the Mazagan, an $830 million project in El Jadida, 25 miles from Casablanca to open in 2009.
Located in the beach town of Essaouira, west of Marrakech, Mogador Essaouira will offer golf, a spa, 10 hotels and villas with 6,800 beds opening between 2009 and 2012.
Taghazout is a $2 billion complex near Agadir that will include 18,000 beds, with the first hotel opening in July, 2009, and completion by 2016. Five-star brands include Four Seasons, Raffles and Fairmont.
Set in the Sahara dunes south of Agadir, Plage Blanche plans 19,500 beds in four and five star hotels, along with an 18-hole golf course, shopping, spa. The first hotel will open in 2012.
South of Tangiers in the city of Larache, Lixus is named for a Phoenician archaeological site. Virgin beaches, dunes and rolling hills set the stage for 12,000 upscale hotel rooms, a marina, an equestrian center, the first hotel will open in 2009.

Expanded Hotel Offerings
Additionally, Four Seasons, Mandarin Oriental and boutique Fouquet’s Barrière will open in Marrakech by 2008. The first of eight planned resorts across Morocco by Cuban American Christian Rivadalla, Octagone Terra Resort and Spa features 52 luxury suites located in 20 villa complexes, 17 starting at about $400 a night. Luxury Riads, like the newly opened Riad Meriem in Marrakech, owned by Manhattan designer, Thomas Hays, appeal to people looking for cultural authenticity.
More European than African, Morocco is historically one of the most diverse of Muslim nations. To most first time visitors, the cosmopolitan nature of the country will undoubtedly surprise.
For more information, contact the Moroccan Tourist Office, E-mail info@mnto-usa.org; www.visitmorocco.org

August 2007 Feature

Travel Large and Lovely on Dollars in Morocco

Morocco may be one of the most exotic places where the dollar stretches large, long and lovely without making your clients cut corners on comfort. Known as Europe’s gateway to Africa, Morocco is set on the northwestern tip of Africa, separated from Europe by nine miles of the Straight of Gibraltar Sea; its capital of Rabat faces the Atlantic Ocean while the Mediterranean Sea wraps around its unspoiled beaches along its dramatic 2000-mile coastline.
Visitors heading for the hills — the Atlas Mountains, the Kasbah Trail into the desert, take camel treks, stay in riads, sleep in deluxe tents, or hop into Land Rovers driven by blue-draped Bedouin drivers for a look at the sunrise over the shifting dunes of the mythical Sahara Desert — will be rewarded because even though jet setters and filthy rich investors are snapping up Moroccan real estate resulting in skyrocketing prices, travelers just passing through can still nose out bargains, dine on rich wines and local, freshly prepared authentic foods and stay in luxurious settings for a fraction of what the dollar is worth (or not worth) in other popular destinations this year.

Distinct Legends
Every town, village, or Imperial City in Morocco has its own claim to fame – its own past, fables, folklore, and people that made their unique contributions to what the country is today. In the southern regions of Morocco, east of Ouarzazate and west of Erfoud are jewels in the literal rough of the mountains and cliffs. If clients are driving in Morocco and have time to spare, consider giving this region of Morocco ample time to explore.
Marrakesh is a city lined with date palms, its ochre red walls surround a huge medina of flat-roofed houses. Its labyrinthine alleyways lead to tent-covered souks or markets selling aromatic spices, fine leatherwork and Berber carpets. The cast of characters may have changed at Djamaa El Fna Square during the past 500 years but the snake charmers, soothsayers, acrobats, storytellers and vendors of magic potions remain in place. Go to this amazing city square festival to enjoy a conglomeration of acrobats, story tellers, musicians and snake charmers.
Souks in Morocco are a way of life and visitors will find bargains for sure, but most Moroccans will have a lot more experience than visitors do when it comes to haggling the price, so you will seldom find yourself able to get better than that which is offered. Besides Moroccan carpets, textiles, and other handicrafts, Morocco has become known all across North Africa and Europe for its pottery and ceramics. The most wellknown regions are Safi, Fez, Meknes, and Sale near the capital city of Rabat. Each region has its own style and color schemes.
Marrakesh is an attractive gateway to the remote and tranquil High Atlas Mountains that remain snow-capped from November to April.The curiously-named Ouarzazate [War-za-zot] - four or five hours by road from Marrakesh - marks the main gateway to southern Morocco and it also marks the start of the Kasbah Trail. These fortified villages or - more often than not - their crumbling remains continue to fascinate visitors. Found throughout the southern valleys, a few Kasbahs are still used by communities of Berbers, descendants of Morocco’s original inhabitants. The most scenic part of the Kasbah Trail is in the area of the Draa Oases that stretches to Zagora.

Romantic Itineraries
Honeymooners may choose to unwind in easy-going Essaouira, one of the most enervating and atmospheric Moroccan towns just three hours’ drive north of Agadir, a picturesque fishing harbor made more attractive by its long golden sandy beaches. Clients that prefer outdoor activities or simply feel like they need a little water on their skin, should be encouraged to attempt this sport as Essaouira and Agadir are known for ideal windsurfing conditions. While modern hotels do not dot the Moroccan countryside, there have been a few newcomers that are garnering plenty of well-deserved attention. Outside Marrakesh in the Palmeraie is Ksar Char-Bagh, which some insiders say may be the most beautiful Moroccan hotel to open in recent years. A re-creation of a 14th-century Moorish palace, its imposing tower and courtyard with a reflecting pool are reminiscent of the Alhambra. Just a 45-minute drive from Marrakesh is Richard Branson’s new property, the Kasbah Tamadot, near the village of Asni in the foothills of the Atlas Mountains.
Just six hours from New York, Morocco is close, yet its exotic culture takes clients a world away in the blink of an eye at a fraction of the cost of visiting other continents. Call Royal Air Maroc at 800-292-0081 or 212-750-5115; www.royalairmaroc-usa.com
For more information, call the Moroccan National Tourist Office 407-264-0133; fax 407-264-0134; E-mail info@mnto-usa.org; www.visitmorocco.org