HIBAPRESS – MAP
Moroccan and French tourism stakeholders affirmed, on Wednesday in Lyon, that promoting sustainable mountain tourism requires establishing a structured, fluid, and adaptable offering to new tourism practices.
This meeting, held in the presence of representatives from the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy, along with institutional and professional stakeholders from both countries, focused on a shared ambition: to make mountains a destination in their own right, a cradle for tourism experiences, and a driver of economic development.
The discussions revolved around the French and Moroccan experiences and ways to open new horizons for cooperation, particularly in the fields of training, accommodation, development, valorization of areas, and the creation of new tourism offerings.
Benoît Robert, director of the "Cluster Montagne" network, which brings together French stakeholders active in this sector, stated that "mountain tourism is experiencing growing demand in Morocco. After developing coastal areas, the Kingdom is looking to enhance this type of tourism."
He highlighted, in this context, the "exceptional potential" that Morocco possesses, especially its mountains, which have preserved their natural character and cultural heritage worthy of valorization, noting that investments made in infrastructure and mountain roads contribute to facilitating access to these areas and developing tourism activities.
The organizers pointed out that the tourism future of mountainous areas can no longer rely solely on their natural landscapes or hiking activities. It is now dependent on a more organized and diverse offering capable of providing immersive experiences, as well as its adaptability to new tourism practices.
The themes of "Local Development… Employment Opportunities and Tourist Attraction," "Tourism Innovation in Mountainous Areas," and "Projects and Partnership Opportunities" were the main discussion points during the first edition of the Moroccan-French Mountain Encounters, some of whose events were held in the "Oisans" mountain massif in the Auvergne-Rhône-Alpes region.
For his part, the Vice-President of the Auvergne-Rhône-Alpes Regional Council, Philippe Meunier, praised the promising cooperation with Morocco in the tourism sector, calling for continued strengthening of the dynamic of exchanging expertise and experiences between stakeholders in the sector in both countries.
On the same occasion, speakers emphasized the need to enrich the mountain tourism model, which has traditionally been based on nature walks and sports activities, by further diversifying the offering.
They explained that mountainous areas can today become spaces for culinary arts, well-being, traditional crafts, cultural exploration, and agritourism, in addition to immersive tourism experiences, stressing the importance of attracting new categories of tourists, extending the duration of stays, and expanding the scope of economic benefits.
Representatives from several Moroccan regions and professionals in the sector participated in these encounters, alongside stakeholders from the Auvergne-Rhône-Alpes region and the Consul General of Morocco in Lyon, Raja Bouchamaa.
