Executive Interview
Come back to Morocco
(eTN) Maybe it was the 1980s (or 1990s) when Morocco was a popular destination from the USA. I remember seeing Morocco in Vogue Magazine advertisements; it was often used as an exotic background for beautiful women wearing fabulous clothes. In home decorating magazines, Morocco provided the setting for unique and colorful interior design suggestions. Friends were heading to Marrakech (along we were not quite sure where it was) because colorful brochures displayed extraordinary shopping and exquisite hotels.
All of a sudden, information on Morocco as a striking tourism destination stopped and narcotics stories took their place. Morocco became known as the world’s largest producer and exporter of hashish to Western Europe and a transit point for cocaine from South America.
Repositioning
Morocco has been very busy developing the European markets, and marketing strategies are focusing on enticing American travelers to experience new hotels, glorious mountains, pristine beaches, and unique shops. Leisure and business travelers eager to find a country with macroeconomic stability; low inflation; and sustained, moderately high growth rates will find Morocco very attractive.
The US State Department finds that privatization in the country has reduced the cost of supporting a public sector economy. The 2006 bilateral Free Trade Agreement (FTA) between the US and Morocco has eliminated tariffs on 95 percent of bilateral trade in consumer and industrial products and negotiations continue to expand agreements on intellectual property right protection, transparency in government procurement, investment, services, and e-commerce. Since the inception of the FTA, bilateral trade between the two countries has increased by 147 percent.
Royal Air Maroc: Flag Carrier for the Kingdom of Morocco
If anyone has been thinking of doing business in Morocco and traveling to this North Africa destination for a holiday, it appears that this just might be the right time to do it as Royal Air Maroc (RAM) has brought in a heavy-hitter to head up the North American and Canadian corridor for airlift to Morocco, and based on online RAM passenger comments, the airline needs a professional’s touch. Abdelhamid Khalil comes to New York after spending years successfully developing the UK and Spanish markets for this airline. Although Khalils’ education is in mechanical engineering, his interests are more in the movement of people onto planes, rather than the aircraft itself.
Only three months into his New York way of life, Khalil does not feel like a stranger. His years in the UK and Spain provide him with an understanding of the sophisticated traveler and he has been busy setting up his East 54th Street office, meeting with Morocco tourism executives, and trying to determine the best target markets for the re-launch of the Morocco brand.
So Much to Do
One of Khalils’ first steps is to identify travel agents and tour operators who “used to sell” the destination and determine why the traffic stopped. Anxious to hear their good/bad experiences with air and ground transportation, hotels, and attractions, Khalil is counting on candid remarks so that he, along with RAM and Morocco tourism will offer a winning product in the US.
Ticket pricing is a sore point in some markets, and when asked about the airline pricing strategy Khalil remarked, “The months of June, July, and August are high season for ethnic travel to Casablanca with Christmas and Easter experiencing a high demand for both ethic and tourism travel. High demand equals a higher ticket price.” Seat prices are lower from September through November as well as January and February. “Royal Air Maroc would like to increase flight frequency as that would allow us to lower prices,” Khalil commented. From November 2008 through June 20, 2009, over 5 million passengers flew on RAM, this was a 4 percent decline in both international and domestic travel from previous years.
Royal Air Maroc started operations in 1953 with international destinations added in 1957. Currently RAM flies to over 38 countries and 70 destinations and offers more than 1500 flights per week. Its Casablanca hub is the first African airport platform connecting Africa and Europe, North America, and the Middle East. RAM operates the largest fleet of 737s in Africa (42). The government of Morocco owns 95 percent of the airline, 5 percent is owned by private entities (including Air France). RAM is based at Mohammed V International Airport (CMN) and has connections to Africa, Europe, the Middle East, the US and Canada.
What to Expect?
In 2009, over 8 million tourists visited Morocco, a 6 percent increase over 2008 with 160,000 of the visitors coming from the USA. Recognizing that visitors want to see more of Morocco than just Casablanca, Atlas Express provides value priced transport to/from major Moroccan destinations. The routing for the airline is being reviewed – trying to accommodate passengers who would like to visit a few cities without returning to Casablanca for each continuing leg of the journey.
Where to Go? What to See?
Ever the diplomat, when I asked Khalil the best places to visit in Morocco, he responded, “It all depends on your personal interests.” There are seven regions in the Kingdom: 1) Tangier and the surrounding area; 2) Agadir and 3) Tarfaya – both with beach resorts; 4) Marrakech; 5) Casablanca; the 6) Imperial cities; and 7) Ouarzazate.
Agadir, a major coastal city, is the base for tours to the Atlas Mountains although Casablanca has the best developed tourist market. Although Marrakech is popular with tourists, the longest stay is usually two days. The fastest growth segment for adventure tourism is to the Atlas and Rif Mountains as they provide walking and trekking options from late-March through mid-November. In the planning stage is the development of desert tourism.
Customs and Culture
Although English is spoken throughout the country, road and street signs are printed in Arabic and French, and the quality of roads varies with location. Women traveling solo throughout Morocco should do a reality check: this is a Muslim country and a conservative view of women prevails. To avoid disturbances, leave the short skirts, bare skin, and tank tops for hotels. The US State Department advises US citizens traveling to Morocco to be cautious as panhandling, pick-pocketing, purse-snatching, theft from occupied vehicles stopped in traffic, and harassment of women are frequently reported crimes. It is always best to have a travel companion and utilize taxis from point-to-point, particularly at night and when moving through unfamiliar areas. (http://travel.state.gov/travel/cis_pa_tw/cis/cis_975.html#safety)
Go, Go, Go
We are likely to see continued growth in tourism in Morocco for it has the support of King Mohammed VI. In his Vision 2010 speech at the Sixth International Tourism meeting he commented, “…Whether we view it from the natural, human, or cultural angle, tourism must develop in a responsible manner in order to be sustainable. It is, indeed, our duty to contribute to all aspects of environmental protection and to make sure our projects fulfill the twin obligation of ensuring tourist development and of preserving the environment and natural resources.”
Comments
On May 19, a naturalized U.S. citizen born in Morocco pleaded guilty to funneling money and material support to al-Qaeda. Many Moroccan-Americans living in Washington, D.C. are outraged that Khalid Ouazzani would align himself with a terrorist group and cast a shadow over hard-working Moroccan and Muslim-Americans.
It's time to highlight a positive example of a Moroccan-American activist who has captured the attention and respect of leaders in Washington and Morocco for over two decades. Since first arriving in the Washington area, Hassan Samrhouni has operated as a goodwill ambassador between the U.S. and Morocco. Hassan is president and founder of the Washington Moroccan Club, and CEO of Casablanca Travel and Tours, a full-service travel agency with offices in Casablanca, Morocco and D.C.
Hassan has worked for 20 years to promote the interests of Moroccan-Americans and to create a bridge for relations between the two countries. His overriding goal has been to "explain Morocco to Americans"and help newcomers acclimate to American society. "We Moroccans are some of the best [examples of] Americans today," he said in an interview. "We are Muslim, Arab and African: people with three different diverse traits, and we can be ambassadors for the U.S. around the world."
Hassan is called upon regularly as an "ambassador of goodwill" between the countries. He personally met with Presidents Clinton and Bush Sr., Hillary Clinton and secretaries of state during visits of American delegations to Morocco. King Hassan II of Morocco recognized Hassan's efforts by awarding him the highest honor a Moroccan citizen can receive--the Wissam of National Merit--in 1995.
Before emigrating to the U.S. in 1982, Hassan traveled the world for 15 years, playing soccer for Morocco's wildly popular national team. He joined Wydad Athletic Club in 1966 at age 16, and was deeply imprinted by the club's leadership and influence in Morocco. Established in the 1930s, the club was a pivotal force in the drive for Morocco's independence in 1956, and operated not only as a sports organization but also as impetus for social and cultural change. Wydad ("Love") remains influential in Morocco and was Hassan's inspiration for creating a similar organization here.
Hassan founded a "football" (soccer) club here in Washington, D.C., hoping to transfer the same values of leadership and community development. "I created the Washington Moroccan Club, a community organization, with the same principles of that group of fighters who defined Morocco's independence. Here we defend our culture and place in both American and Moroccan societies." Washington Athletic Club, an extension of the Moroccan Club, competes in the Washington International Soccer League and has a 10-year roster of more than 150 licensed players.
King Hassan II's son, King Mohammed VI, is supportive of Hassan Samrhouni's efforts to assist Moroccans and Americans in both countries. Hassan often voices opinions on political and policy issues in his native country. Affectionately known as "Blue Eyes" back home, Hassan is approachable, modest and friendly. His dual passion for Morocco and the U.S. is evident both in conversation and in how he spends his time.
In March 2010, Hassan's 20 years of leadership in the Washington area culminated in an anniversary celebration and event series attended by many professionals from Morocco and the U.S.: D.C. Mayor Adrian Fenty, educators and students, journalists, university professors, representatives from think tanks and development organizations, musicians and artists, and, according to Hassan, "Many strong Moroccan and American women--they ran the event!" George Washington, George Mason, Georgetown and Johns Hopkins universities also participated, as did the World Bank. The event will soon evolve into a "caravan," traveling to major U.S. cities with the same plan but on a grander scale.
Hassan and the WMC target both newcomers to the U.S. and established Americans who emigrated from Morocco a generation or two ago. "As Moroccan-Americans move from the service sector to higher education and positions of leadership, we are trying to reach key decision-makers,"Hassan said. The club sponsored political fundraising efforts for both presidential candidates in 2008, and encourages participation in government, with the aim to one day elect a Moroccan-American to higher office.
Hassan loves promoting Morocco and America as a job. "We try to empower our community and teach them they can do anything." This involves assisting and inspiring newcomers to the U.S. "When I spend time talking with someone," he said, "I never ever feel that I am wasting my time. I often see the positive results of a conversation 10 years later, and I know that seeds are planted along the way."
Alison Lake is staff writer at the Washington Post
I have to say the RAM, is the only obstacle in developing Moroccan tourist, it has been known amongst the experts whom have using this monopoly airlines for decades as being a case study in failure. I would never count on it or its staff to be a gateway to Morocco. The culture of patronage and lax attitude toward customer's need have but taken away all the taste for most expatriate Moroccans of North America to visit or tie up with their roots back home. I highly doubt they can live up the North American travel Savvy demographic. It will take a once in a lifetime trip to not only make one's mind about Royal Air Maroc flight worthiness, but also in consequence kill the Mojo out of visiting an exotic country such as Morocco.
My family and I will never go back to Morocco.I'm going to fly somewhere else.
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