The Provincial Tourist Board of the Diputación de Granada carried out a promotional action in Rabat (Morocco) on Wednesday with the aim of showcasing its vast and diverse offerings and increasing the number of tourists visiting the province from the neighboring country, which exceeded 35,000 in 2024.
The President of the Diputación, Francis Rodríguez, explained that this is the first time the board has organized its own promotional activity in Morocco. «We have always participated in fairs and events in collaboration with Turespaña and Turismo Andaluz, but we have decided to take it a step further, given the proximity, historical and cultural ties that bind us, and the enormous potential this market has for us as an emitter,» he stated.
Rodríguez, accompanied by the provincial deputy for Tourism and Heritage, Marta Nievas; the director of the Alhambra and Generalife Board, Rodrigo Ruiz-Jiménez, and the general manager of Cetursa-Sierra Nevada, Jesús Ibáñez, considered this action «strategic» and is confident that it «will help achieve multiple objectives, such as improving air and sea connectivity between Granada and Morocco, enhancing institutional and business relationships between both parties, boosting commerce, and increasing tourist flows.»
During the meeting held at the Spanish Embassy in Rabat, the Provincial Tourist Board presented the province of Granada as a tourist destination to around a hundred people. Among other authorities and personalities, the Mayor of the city, Fatiha El Moudni, the Minister of Tourism of Morocco, Fatim-Zahra Ammor, and other government officials, ambassadors from various countries, airline and shipping company representatives, tourism entrepreneurs, and journalists were in attendance.
The organization of this event was made possible thanks to the collaboration of the Spanish Embassy in Rabat, represented by its ambassador, Enrique Ojeda, and the Spanish Tourism Office.
As a tourist attraction, the Tourist Board highlighted in its promotion in Morocco the Arab heritage of Granada, present in its monuments, architecture, history, and culture. It also emphasized that «its great virtue lies in its enormous diversity as a tourist and vacation destination.»
The capital and its surroundings offer a rich heritage; the Tropical Coast, sun and pleasant temperatures year-round on the Mediterranean Sea; Sierra Nevada, one of the best ski resorts in Europe; the Alpujarra and the Lecrín Valley, tranquility and charming white villages; the Poniente, castles and watchtowers from the last frontier of Al-Andalus; and the Geopark of Granada, spectacular landscapes and cave hotels.
It was also noted that Granada is a ‘halal friendly’ destination, where many restaurants strive to offer halal specialties on their menu. The outbound Moroccan tourism continues to grow.
According to the latest market study published by Turespaña, in 2023 international trips by Moroccans reached 2.1 million, with an annual increase of 22.8 percent. The average spending per tourist was around 1,700 euros.
The demand profile shows a preference for travel agencies to organize trips and stays (92 percent), a high level of education (48 percent university graduates), and the importance of women in holiday planning (65.5 percent).
They mainly choose to stay in hotels and seek beaches, pleasant climate, good services, gastronomy, and, of course, safety. This promotional action in Morocco is included in the collaboration agreement between the Provincial Tourist Board of Granada and the Public Enterprise for the Management of Tourism and Sports of Andalucía.
