20 March 2009

Morocco responds to downturn with new promotional website

Deals from more than 30 UK operators feature on a new Morocco tourism website.

The Moroccan National Tourist Office is highlighting extras which provide added value such as free spa treatments, all-inclusive breaks and complimentary transfers to and from resort hotels.

The website - www.moroccotherapy.com - went live yesterday and is backed by a £300,000 advertising campaign covering radio, newspapers and online promotion.

MNTO UK & Ireland director Ali El Kasmi said: "Holidaymakers are looking at ways to trim a few pounds off the cost of their holiday this year and there are lots of ways of doing this including going on a shorter trip, staying in less expensive accommodation - and not travelling so far afield."

El Kasmi said Morocco was resisting the temptation to opt for an easy response to the credit crisis by temporarily trying to reposition itself as a mass market destination.

"Morocco will never claim to offer the cheapest possible prices," he said. "Not least because that would present us with an even bigger challenge once the current financial crisis is over.

"We will continue to stick to our core message which is that Morocco offers a quality product and an authentic cultural experience. And it’s important that we maintain our focus on targeting the right sort of visitor who can appreciate and respect our attractions."

He described Morocco Therapy as a gesture from the MNTO to show support at a difficult time for consumers and operators.

"Our message to tour operators is that we want to help you when you may be experiencing some drop-off in consumer demand and are looking for ways of stimulating renewed interest," he said.

by Phil Davies