Branding Morocco

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Luxurious riads such as the intimate 27-room Villa des Orangers offer authentic, boutique accommodation options for visitors heading to the ancient Moroccan city of Marrakech.

International hotel operators, Gulf investors and European travellers are making a beeline for Morocco, so regional travellers might want to follow suit says Selina Denman.

There is a certain irony in the fact that Europeans flock to Morocco for a taste of the Middle East, but Middle Eastern travellers remain largely unaware of the country's many familiar attributes.

A shared language, religion, cuisine and heritage should make it a firm favourite, but a lack of awareness amongst the trade means that potential synergies are not being fully exploited.

"A lack of knowledge and understanding of a lot of the travel trade as to what is available in Morocco is a big hurdle, but the marketing of Morocco in my view is not strong enough in this region," notes John Flower, product manager for Alpha Holidays Dubai. "The tourism board should be far more active in educating the trade and working closely with wholesalers to promote the destination."

Spoilt for choice

With a varied product that includes 1500km of coastline, a mild climate, a rich cultural heritage, an established tradition of high-level service, ski slopes, world-class golf resorts and thalassotherapy spas, Morocco is hardly a hard sell.

"A melting pot of fascinating and colourful cultures, Morocco is a lively destination - an exciting, exotic country where Arab traditions meet the vibrant customs of Africa and the influences of Europe," confirms Dina Al Herais, vice president, commercial operations for Emirates Holidays.

"Morocco also offers a great variety of attractions: sumptuous palaces, souks and ancient kasbahs, as well as beautiful scenery and stunning landscapes, with palm oases, mountains and a dramatic desert," she adds.

While expatriate visitors often head towards Agadir's Atlantic Sea resorts, it is what Flower refers to as ‘old Morocco', the imperial cities of Marrakech, Fes, Rabat and Meknes, that have most to offer regional visitors.

"Other areas worthy of mention are Ouarzazate, which is on the edge of the Sahara. While travellers from the region are probably tired of deserts, this is still quite a unique place. But for me, one of the most amazing places is the Atlas Mountains and the ski resorts there. It is like a little piece of Switzerland in North Africa," he says.

Most Middle Eastern carriers have centered their operations on the country's economic capital, Casablanca. As part of a codeshare agreement with Royal Air Maroc, Emirates Airline operates daily flights to the gateway city.

Fuelled by strong corporate traffic, the route is currently recording above network-average load factors of 70%.

But a limited choice of direct flights from the Middle East to other destinations in Morocco may present a challenge for those trying to recommend the country to their clients.

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