Building a strong and attractive Moroccan tourist offer is based largely on the quality of tourism services provided by tourism stakeholders throughout the tourism value chain.
Tourist accommodation, travel agencies, guides, sightseeing carriers, or actors positioned at associated activities and/or animation, such as cultural and leisure activities or restaurants, are the main links of this chain. These actors are shaping the tourist offer and play a leading role in its development and positioning.
These links are facing major quantitative and qualitative challenges. Indeed, the changing expectations of tourists, the expansion of tourism offerings globally, and the development of new technologies, result firstly by professional requirements, enhancement of the quality of services of traditional players, and the other by the challenge of creating and developing related activities which can enrich and complement the tourist offer. In this sense, the projections of the 2020 vision highlight a need for creation of companies estimated at about 7,700 new SMEs/TPE tourists generating some 50,000 new jobs.
To meet these challenges, Vision 2020 has planned a National Program for Innovation and Competitive Tourism. This major project is expected to:
• Structure the economic fabric and support tourism stakeholders through the development of specific guidance and support mechanisms for small and medium tourism enterprises.
• Develop a genuine quality culture among tourism operators.
• Improve supervision of tourism and raise standards to an international level through regulatory reforms that support new businesses and products of the Vision and encourage competition and development networks.