Morocco records an exceptional tourism performance in 2024 with a record influx of 14.6 million visitors by the end of October. Surpassing the figures of the previous year, this success illustrates the effectiveness of a methodical strategy. Valuable lessons can be drawn to boost the tourism industry in Senegal. This West African country struggles to harness its undeniable tourism potential and faces persistent structural challenges.
Concrete results and lessons for Senegal
The numbers speak for themselves. Tourist arrivals in Morocco already show a notable increase of 19 % compared to 2023, marking unprecedented dynamism. October 2024 stands out with an exceptional influx of 1.5 million visitors, a 30 % increase compared to the same period last year. This figure reflects an intensification of tourist flows towards the end of the year, often encouraged by favorable weather conditions.
In September 2024, 1.3 million tourists chose Morocco as their destination, consolidating the annual performance. These data show continuity in the country’s attractiveness, even after the peak summer season. July and August, traditionally the most popular months, alone attracted 4.4 million visitors. This peak is attributed to the conjunction of school holidays, festivals, and bustling beaches, making Morocco a must-visit summer destination.
Sustained growth in visitor numbers
Overall, this growth is based on a 22 % increase in visitors and a 16 % increase in Moroccans residing abroad. The effectiveness of the Moroccan strategy is based on a long-term vision, rigorous monitoring, and appropriate implementation tools. These results confirm the effectiveness of strategies deployed to enhance Morocco’s attractiveness. Improvements in infrastructure targeted promotional campaigns, and the expansion of cultural and natural offerings contribute to this success. This dynamic places Morocco among the top-performing destinations in the region.
Despite the significant contribution of tourism to Senegal’s economy, the country still faces major challenges. These include inadequate sanitation, fragile security, limited accessibility, and failing infrastructure. Coastal erosion, uneven service quality, and an uncompetitive price-quality ratio also hinder tourism attractiveness. Implementing effective governance inspired by the Moroccan model seems essential to revive the sector.
Structured vision and specific goals
Morocco’s success is based on a clear, targeted, and quantified roadmap for 2023-2026. The kingdom aims to be among the top 15 global destinations by 2026. This goal is based on an increase in tourist numbers to 17.5 million, accompanied by MAD 120 billion in foreign exchange earnings and 200,000 additional jobs.
Morocco’s strategy focuses its efforts on a diversified and rigorously structured tourism offering. In contrast, Senegal often lacks concrete implementation mechanisms. This organization is based on nine thematic sectors including the beach, nature, desert, cultural tours, and business tourism. These are supported by five cross-cutting sectors such as gastronomy, crafts, and sustainable development.
Effective governance and innovative management tools
Moroccan tourism governance relies on efficient institutions. The Tourism Observatory plays a central role in collecting reliable data and producing statistical indicators. This tool allows for rigorous monitoring and facilitates continuous strategic adjustments. Conversely, Senegal suffers from the absence of a similar system, limiting visibility on sector performance.
Morocco also benefits from an effective coordination structure through the National Interministerial Tourism Commission (CNIT). Chaired by the Prime Minister, this body ensures synergy between public and private actors. Specialized and regional committees complement this system for uniform project execution across the territory.
Attractive investment strategy
Morocco’s success also relies on modern tools to stimulate investment, such as the Tourist Project Bank. This digital platform presents over 200 turnkey projects and aims for 600 projects in the long term, facilitating access to investment opportunities for local and international entrepreneurs. Each project includes precise financial evaluations, profitability forecasts, and expected employment benefits.
Investment amounts suitable for all profiles, ranging from MAD 100,000 to 10 million, promote the democratization of investment. This system supports project promoters throughout the process, simplifying administrative procedures and access to public subsidies. Such an initiative, absent in Senegal, could facilitate the emergence of new actors in the tourism sector and stimulate investments.
Strengthening air connectivity : Decisive lever
Morocco places air connectivity at the heart of its tourism strategy. Airport capacity aims to double its performance, increasing from 38 to 80 million passengers by 2030. Partnerships with international airlines, such as Ryanair, illustrate this aggressive policy. Dakhla, a new strategic destination, will benefit from new direct flights to Madrid and Lanzarote from January 2025. Ryanair alone plans over 1,000 weekly flights to various destinations, including Morocco. This vast air operation project is supported by a 1.4 billion USD investment.
This approach contrasts with the situation in Senegal. Despite the presence of a modern airport, the lack of diversified connections and strategic partnerships limits accessibility to the country of Teranga. Strengthening national and international connectivity is a major challenge to attract more tourists.
