Moroccan Culture is Our Font de Commerce: The Key to Growing Marrakech Tourism

Moroccan culture is our most valuable asset. When tourists come to Morocco, they aren’t seeking the same 5-star hotel chains they can find anywhere else—they come for the richness and uniqueness of our heritage. In Marrakech, the city itself is the attraction. The name alone, tied to any product, conference, or event, is enough to draw international attention because it represents our deep cultural roots.

Recognizing this, the Moroccan Ministry of Tourism has outlined a strategic roadmap, with numerous public, private, and semi-public institutions working towards a common goal. However, based on practical, on-the-ground insights and current data, particularly in Marrakech, the tourism industry requires several targeted actions to truly thrive.

1. Brand Advocacy through Memorable Experiences

Marrakech tourism must go beyond offering passive services. Every tourist should leave with a personal story that inspires them to become ambassadors for the city. By creating memorable, shareable experiences, we can turn visitors into organic promoters of the destination.

2. Prioritizing Sustainable and Responsible Tourism

It’s vital to put sustainability at the forefront by establishing local commissions of experts who can support businesses in preserving and promoting Marrakech’s heritage. This means not making our 1,000-year-old culture bend to suit short-term visits but rather designing tourist experiences that revolve around discovering and respecting this rich heritage. Sustainable tourism requires more than lip service—it needs practical, expert-led support.

3. Empowering Cultural Production

To truly future-proof Moroccan tourism, cultural production must be integrated into the sector. This means combining sustainable practices with a strong emphasis on brand advocacy to both export Moroccan culture globally and invite the world to experience it firsthand. The key to long-term impact is fostering a tourism model that doesn’t just benefit from our culture but actively contributes to its evolution and preservation.

4. Better Access to Information

One of the most significant challenges Morocco’s tourism sector faces is poor communication and lack of accessible information. Digitalization of services, reliable information hubs, and physical tourist offices throughout the country are essential. Many opportunities have been lost simply due to miscommunication—this must change if we are to build a future-ready tourism industry.

None of this is rocket science; it’s about awareness and adaptability. By focusing on culture, sustainability, and communication, we can ensure that Marrakech remains not just a place to visit, but a destination that leaves a lasting impact.

Are you a tourism or culture expert? Let’s connect over coffee and discuss innovative solutions!