Tourism: Swiss-Moroccan cooperation going strong

Swiss know-how exported to the Béni Mellal region

“With its great lakes and mountains, Switzerland is attracted by the undeniable tourism potential of the Beni Mellal-Khenifra region in Morocco. A region renowned for the magnificence of its landscapes”. It was with these words that Guillaume Scheurer, Ambassador of Switzerland to Morocco, presented the outlines of a new sustainable tourism project initiated by Switzerland in Morocco. “This investment represents an overall cost of 4 million Swiss francs, including a 10% contribution from Morocco, and should be finalised by 2025”, he stressed. Currently being finalised, the agreement for carrying out this project will be signed very soon, with an effective start by mid-April at the latest. Local stakeholders in the Beni Mellal region will thus be supported in setting up a coordination platform for the development of sustainable tourism and the promotion of tourism activities and regional production (support for cooperatives and handicrafts). The project will also contribute to upgrading accommodation and to training qualified professionals in the tourism sector.

Morocco-Switzerland, a fruitful cooperation

During the meeting, Hamid Bentahar, President of the Regional Tourism Council (CRT) in Marrakech, pointed out that Morocco is “a country renowned for its authenticity, its living culture, its seaside tourist attractions and its craft treasures”. The country is indeed Africa’s leading tourist destination, with growth of 8%, above the global average. Tourism in Morocco generates more than 550,000 jobs. Guillaume Scheurer also presented the tourism assets of his country, stressing that it “ranks 29th among world tourist destinations, and 16th in terms of revenue.”. At the end of the round table, all the representatives reiterated their desire to create a joint project to develop a sustainable and inclusive tourism industry in Morocco, placing the needs and know-how of local populations at the heart of its concerns.

“Switzerland and Morocco are two of the most beautiful countries in the world, with a great many tourists on their territory. They are naturally complementary, because they are very different (climate, terrain, traditions), while both having a varied offering. Tourism is a pillar of their economies, in terms of wealth and job creation. As for Switzerland, it has had many positive experiences in sustainable tourism and the aim is to promote this know-how in Morocco.” Amr Kallini, Vice-President of the CCSM “Through this debate, which is also a cultural exchange, professionals in the sector in Morocco and Switzerland have shown their shared desire to develop solid cooperation around sustainable tourism. It is with great enthusiasm that Switzerland will develop a project in the Beni Mellal region that will promote the employability of young people and women, and improve guest houses, the offering, training and ultimately the living conditions of the population.” Guillaume Scheurer, Ambassador of Switzerland to Morocco “In the context of this meeting, the aim is to present Morocco’s tourism offering to Switzerland in order to build opportunities together and work effectively on setting up an acceleration plan for economic exchanges and tourism performance. This sharing of experience between our countries is very encouraging. It points to a fruitful, forward-looking cooperation!” Hamid Bentahar, President of the Regional Tourism Council (CRT) and CEO of Accor Gestion Maroc