ABSTRACT
Morocco along with Tunisia accounts for a high proportion of the tourist arrivals for the continent of Africa. However, the past model of tourism for both countries has been over-dependent on inclusive tours and beach tourism with a low economic yield. Yet Morocco’s economy depends to a large extent on tourism for income and employment. In response, the government has devised a wide-ranging plan to upgrade tourism and attract more high-spending visitors. This case study outlines Morocco’s Vision 2010. On completion of the case you will:
Understand the importance of tourism to Morocco and other North African countries.
Be aware of the main objectives of Morocco’s Vision 2010.
Understand how Morocco is targeting new markets with the Vision.
Be aware of the range of new products, including substantial investment in beach tourism, involved in the Vision.
Understand the issues surrounding the implementation of strategies such as Vision 2010.
