Casablanca – As rural tourism gains momentum globally, Morocco is embracing the trend with an ambitious initiative aimed at unlocking the potential of its rural villages. The Moroccan Tourism Engineering Company (SMIT) has launched a project to develop innovative tourism concepts in 16 villages across the country. This effort is part of the 2024-2026 Tourism Roadmap, designed to diversify Morocco’s tourism offerings and attract visitors seeking authentic, immersive experiences.

Transforming villages into sustainable tourism destinations

SMIT’s initiative seeks to position rural villages as sustainable tourism hubs. By focusing on solidarity-based tourism accommodation, the project aims to integrate local communities into the tourism value chain. Villagers are encouraged to offer lodging in their homes or create lightweight, environmentally friendly structures that reflect the unique themes of their villages. These accommodations provide tourists with an intimate glimpse into Moroccan rural life while promoting economic benefits for local residents.

To implement this vision, SMIT has engaged three consulting firms to lead efforts in enhancing village infrastructure through simple and cost-effective upgrades. These upgrades include aesthetic improvements and equipping existing structures to better accommodate tourists. The overarching goal is to strike a balance between preserving the authenticity of rural life and meeting the expectations of modern travelers.

Culinary and cultural experiences

The initiative also highlights the importance of local cuisine and cultural activities in enriching the tourist experience. Plans include developing a network of host tables, where tourists can enjoy traditional meals prepared by local families, and establishing food kiosks that showcase regional flavors. These culinary offerings aim to provide visitors with a taste of Morocco’s diverse gastronomy while creating income opportunities for villagers.

Cultural and recreational activities will further enhance the appeal of these villages. Outdoor spaces for cultural events and leisure activities will be created using eco-friendly structures, aligning with the broader goal of promoting sustainable tourism. These additions will provide tourists with opportunities to engage with local traditions, art, and music in a meaningful way.

Marketing and partnerships

Recognizing the need for effective promotion, SMIT plans to develop digital platforms to showcase the participating villages. These platforms will feature detailed information about each destination, including accommodations, activities, and cultural highlights. Coupled with targeted marketing campaigns, these efforts aim to raise awareness and drive tourist interest in rural Morocco.

Collaboration with tourism operators is a cornerstone of the initiative. SMIT is working to establish partnerships with these operators, ensuring that rural villages become integral parts of Morocco’s broader tourism network. Contracts will be designed to encourage operators to direct a portion of their clientele to these villages. In return, the villages will commit to delivering high-quality services, creating a win-win scenario for all stakeholders.

Aligning with the 2024-2026 Tourism Roadmap

This project is a key component of Morocco’s Tourism Roadmap for 2024-2026, which emphasizes cross-sector collaboration to enhance rural tourism. Local authorities, associations, and private sector actors are all involved in this effort to ensure its success. The roadmap also envisions integrating technology to create “smart” villages, where digital tools enhance visitor experiences and streamline operations.

Economic and social impact

The initiative’s potential impact extends beyond tourism. By creating jobs and fostering entrepreneurship, it aims to uplift rural communities economically and socially. Villagers become active participants in the tourism ecosystem, gaining skills and generating income. Moreover, the project’s focus on sustainability ensures that development benefits are long-lasting and environmentally conscious.

Morocco’s rising tourism sector

Morocco’s tourism sector is on an upward trajectory, with record-breaking visitor numbers in recent years. In 2023, the country welcomed 14.5 million tourists, a 34% increase compared to 2022. Initiatives like the rural tourism project are poised to build on this success, offering visitors new and diverse experiences that go beyond traditional urban and coastal destinations.

Looking ahead

As Morocco’s rural tourism initiative unfolds, it holds the promise of transforming remote villages into vibrant tourism destinations. By combining authenticity, sustainability, and innovation, the project aligns with the growing demand for meaningful travel experiences. For Morocco, it’s not just about attracting more tourists; it’s about creating a tourism model that benefits everyone involved, from visitors to local communities.