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16 <strong>MOROCCO</strong>special advertising sectionThe magic of MoroccoThe kingdom is becoming amagnet for tourists, withattractions ranging fromgolfing and windsurfing toskydiving and adventures inthe mountains.Having seen the number of tourists toits shores rise from 5 million to 7.4million over the past four years,Morocco is now reaching out beyondWestern Europe, its core source of visitors,to attract travelers from Japan, China,Eastern Europe, the Arab states of thePersian Gulf, and the U.S.“We must sell Morocco as a destinationso that Americans come and spenda week or ten days here, enjoying abeach holiday with an authentic culturalaspect,” says Abdelhamid Addou, thedirector-general of the national tourismoffice. “I would love to see Americanstaking their spring vacation in Agadir orMarrakech.”The essence of Morocco’s appeal totourists is the manner in which it is modernizingitself without abandoning itsancient culture and customs. The historicimperial cities of Fez and Meknes retaintheir ravishing architectural splendor. Themedina of Fez is the world’s largestinhabited Islamic medieval city, firstestablished as capital in the 9th centuryunder Sultan Idriss II, a great-greatgrandsonof the Prophet Muhammad.However, modern pursuits are expandingthe country’s attractions as it movestowards niche tourism in recognition oftoday’s competitive global market.In addition to creating six new madeto-orderseaside resorts, five on theAtlantic coast and one on theMediterranean, the country’s tourismauthorities are also promoting a broaderrange of vacation interests. These extendfrom windsurfing to the pleasures of skiingand exploring rural retreats in theAtlas and Rif Mountains.The country is also enhancing itsattractiveness to golfers by increasingthe number of courses from 22 to 42and using recycled water to keep thefairways green. In the desert city ofMarrakech, the number of golf courseshas risen from four to 15. “Visitors cango skiing and rafting one hour awayfrom Marrakech, and business travelerswill find our main cities equipped withVittorio Sciosia / Alamyall the necessary facilities and services,”says Addou.Extreme sports are also offered. Theskydiving club of Beni Mellal, the capitalcity of the Tadla-Azilal region, is attractingincreasing numbers of skydivingdevotees, says Addou. “You get to jumpa dozen times a day in the sun. And ifyou want to go windsurfing, Essaouira isthe ideal place.”By diversifying its range of attractions,Morocco plans to increase the number ofvisitors it receives from its main market.The next target markets on Addou’slist are Eastern Europe, China, Japan andRussia, which represent the largestgrowth market for tourism. Alongsidethese are wealthy consumers from theoil-rich Arab states of the Persian Gulf.“These countries already have closeeconomic and political links withMorocco,” he says, “so we must investthere to attract more of their inhabitantsto Morocco as tourists.”A key element of the government’stourism strategy is to attract visitors atboth ends of the scale. Addou points outthat since 2003, Morocco has not onlyincreased the number of its visitors by50% but has also increased the incomeit receives from tourism.The government plans to invest morein the industry and further develop educationand training in the sector in aneffort to boost the contribution oftourism to the country’s gross domesticproduct from 7% to 12%.“We don’t just aim to increase theshare of tourism in the Moroccan economy,”states Addou. “We also aim toincrease Morocco’s GDP as a whole. Nowwe must capitalize on the past to goahead faster and more efficiently.” ❖
special advertising section 17One TV program discovers raw talent and givesa leg up to the country’s rising business stars.Rising to thechallengeAreality TV program isproving highly effectivein promoting theenterprising spirit of youngMoroccans and is helpingaspiring entrepreneurslaunch their businesses andmarket their products.Challengers is a popularlocally produced series thathas featured a cooperative of womenblacksmiths hammering out wroughtironproducts; the country’s first schoolfor circus performers; 100 village womenprofitably running a rabbit-breedingbusiness; and the manufacturer of adulttricycles, which are ideal for rapid transportthrough Morocco’s bustling bazaarsand souks.Ant Strack/CorbisParticipants in theprogram compete fora first prize of$27,500 and receivesupport with start-uploans and specialistadvice. For example,the region’s advertisingfirm, Agence MPCom, supported onefinalist from l’Oriental.Challengers is producedand screenedby 2M TV, Morocco’sbiggest televisionchannel. It was createdin 1989 by thecountry’s largest economicconglomerate,ONA (Omnium Nord-Africain), when Morocco became thefirst African state to allow a privatelyowned TV company to transmit programs.In this way, 2M rode the wave ofmedia liberalization, breaking some oldtaboos and tackling controversial issues.“Our mission was to give people theopportunity to express themselves, and2M played an important role in thedemocratization and opening up ofMorocco,” says a 2M executive.When the company ran into financialdifficulties, its problems stirred widespreadconcern, as its survival wasregarded as essential for the future wellbeingof the country’s fledgling democracy.As a result, the state took a 72%share in 2M. The company now operateson an annual budget drawn primarilyfrom its advertising revenue.It produces 40% of the programs ittransmits and provides a 24-hour schedule,in Arabic and French, of news,documentaries, culture, sporting andchildren’s programs, as well as serialsand films.Challengers continues to be one of2M’s flagship programs, and some participantshave attracted substantialinvestment funding.The three young women who createdthe blacksmiths’ cooperative had tostruggle to win confidence in their technicalknow-how in such a traditionallymale-dominated sector. But they did sothrough the artistry of their work – andtheir products are now on display andfor sale in a Marrakech showroom. ❖
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