During recent years, tourism authorities have launched several engaging programmes and restoration projects with the aim to further promote and protect the country's tangible and intangible cultural heritage.
At the same time, positive development and refining of its wellness offer has put the country amongst the top destinations in the MENA region.
By 2020, Morocco aims to stand within the 20 largest global destinations and emerge as a reference on sustainable development in the Mediterranean periphery.
On the occasion of the Moroccan Day of Sustainable and Responsible Tourism, held on March 20 in Marrakech, the government committed to join the World Tourism Organization (UNWTO) as an official partner of the International Year of Sustainable Tourism for Development 2017.
The success of the Vision 2020 plan, although not yet completed, is based on strengthening the country's four core values, namely authenticity, diversity, quality and sustainability.
Aiming to attract the interest of a new segment, including young entrepreneurs looking to enrich their cultural experiences, tourism stakeholders are focussed on promoting the country's cultural aspects, particularly by establishing thematic tours, restoring monuments and improving the country's urban environment.
Moroccan Agency for Tourism Development has played a crucial role in achieving these goals.
In 2015 the authority has signed a framework partnership agreement with the Ministry of Interior, the Ministry of Housing Urban Policy, the Ministry of Handicrafts and the Ministry of Tourism in order to restore and develop 31 medinas in the country between 2016 – 2025.
In addition, Morocco was one of the first countries in Africa to fully embrace the latest trend of experiential dimension of travel, through its Travel by Experience campaign, launched by the Ministry of Tourism as part of its Vision 2020.
On the ground, the campaign, apart from increasing tourism offerings including meals and beds, provides an opportunity for developing more value adding activities all over the nation while getting more of its population involved.