Business Monitor International

Morocco Tourism Report

Published 22 November 2013

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Morocco Tourism Report

Executive Summary

The Morocco Tourism Report examines the long-term potential offered by the country but cautions that the economic crisis in the eurozone will continue to weigh on short-term inbound tourism demand. This means overall tourist arrivals and receipt growth rates could well slow over 2013.

The report also analyses the growth and risk management strategies being employed by some of the leading players in the local tourism sector (ie: airlines and hotel chains) as they seek to maximise the long-term growth opportunities offered by the Moroccan market.

In 2011, Morocco welcomed 9,342,302 tourists, an increase of 0.6% compared to 2010, according to information from the Ministry of Tourism. This was a disappointing outcome and reflected several factors: first, the economic crisis in the eurozone weighed on outbound tourism demand from the key source markets of France and Spain; second, the after-effects of the April 2011 suicide bomb attack on a popular tourist café in Marrakech, which killed 16 people; and third, uncertainty ahead of the parliamentary election of November 2011 - a period marked by several demonstrations across the country.

Although the election passed peacefully, BMI believes the other two negative factors (eurozone slowdown and lasting impact of Marrakech attack) will endure across 2012. Early indications are not encouraging, with arrivals for January-April reportedly down by 4% year-on-year (y-o-y) to 2.52mn, according to a report in the La Vie Eco newspaper in June. Passenger traffic at Moroccan airports was also down, by 4.73% y-o-y, over the January-August. Given this poor start to the year, BMI forecasts that there will be a 5% decrease in tourist arrivals for 2012 and a 7% fall in tourism revenue.

Over the past year, BMI has revised the following forecasts and views:

  • BMI has become more negative on the outlook for Moroccan tourism, forecasting that growth rates for inbound tourism will slow to an average of 4.8% per annum...

The Morocco Tourism Report has been researched at source and features Business Monitor International (BMI)'s independent assessment and forecasts for tourist expenditure; government expenditure on tourism; passenger arrivals and departures by mode of transport, reason for travel, origin and destination; and the accommodation market.

BMI's Morocco Tourism Report provides industry professionals and strategists, corporate analysts, associations, government departments and regulatory bodies with independent forecasts and competitive intelligence on the Moroccan tourism industry.

Key Benefits

  • Benchmark BMI's independent tourism industry forecasts for Morocco to test other views - a key input for successful budgetary and planning in the Moroccan tourism market.
  • Target business opportunities and risks in the Moroccan tourism sector through our reviews of latest industry trends, regulatory changes and major deals, projects and investments in Morocco.
  • Assess the activities, strategy and market position of your competitors, partners and clients via our Company Profiles (inc. KPIs and latest activity).


BMI Industry View

This contains a synopsis of our forecasts, and any changes, together with an overview of key trends and developments in the tourism industry, and an assessment of the impact of various economic and national factors which might affect the sector. It also covers new transport projects, new hotel developments, and acquisitions.

Industry SWOT Analysis

Analysis of the major Strengths, Weaknesses, Opportunities and Threats within the tourism sector and within the broader political, economic and business environment.

BMI Industry Forecast Scenario

Forecasts to end-2018 for all key indicators (see list below), supported by explicit assumptions, plus analysis of key downside risks to the main forecasts:

Inbound tourism: Arrivals (‘000), arrivals growth (% y-o-y), arrivals by region, growth (% y-o-y), arrivals by country, growth (% y-o-y), top 10 countries based on arrivals, growth (% y-o-y).

Outbound tourism: Departures (‘000), growth (% y-o-y), departures by regional destination (‘000 and growth % y-o-y).

Travel: Methods of travel for arrivals (Air, Ship, Rail), (‘000) and (% growth y-o-y), international Tourism receipts for transport (US$bn), (growth % y-o-y), international Tourism receipts for travel items (US$bn), (growth % y-o-y).

Hotels: Hotel industry value (US$bn), (growth % y-o-y), (%GDP), (per capita), (per employee), number of hotels and like establishments (‘000), (growth % y-o-y), total overnight stays, (‘000), (growth % y-o-y), length of stay, occupancy rate (%), number of hotel rooms, (‘000), (growth % y-o-y).

Industry Risk Reward Rankings

BMI’s Tourism Industry Risk Reward Rankings provide a country-comparative Risk Reward Rankings index aimed at investors (tour operators, tourism infrastructure investors, financial institutions) in the regional tourism market.

The rankings methodology makes sophisticated use of over 40 industry, economic and demographic data points.

We also have Security Risk Reward Rankings which provide a detailed assessment of possible threats to the country (and by extenuation to the tourism industry), ranging from economic and political upheaval, to terrorist attacks and organised crime levels.

Market Overview

This contains a comprehensive overview of the tourism industry in the country, its overall value, the value of its hotels industry, trends in the hotels industry and any new developments. It also contains an evaluation of the top 10 global hotel groups’ presence in the country, which brands are present in which cities, the number of hotels and any planned developments and strategies. The Market Overview also considers the tourism infrastructure developments in the country, in particular transport infrastructure projects such as ports and airports. Tables are also included from our regularly updated Key Projects Database, which contain details of projects, their value, the time frame, their current status, the companies involved and their estimated completion dates.

Company Profiles

Examines the competitive positioning and short- to medium-term business strategies of key industry players. Strategy is examined within the context of BMI’s industry forecasts, our macroeconomic views and our understanding of the wider competitive landscape.

The latest financial and operating statistics and key company developments are also incorporated within the company profiles, enabling a full evaluation of recent company performance and future growth prospects.

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'An essential, multi-faceted research tool. BMI’s thorough understanding of the major market players enables an informed – and informative – review of the sector’s actual performance, together with useful insights into current industry issues, which are topped-off with detailed and invaluable forecasts of industry and macroeconomic trends.’

Senior Research Analyst, ABC International Bank plc