Dr. Abderrahim LAACHACH
Lecturer in management sciences
Morocco, under the enlightened leadership of His Majesty King Mohammed VI, has integrated sustainable development at the heart of its societal project. The National Sustainable Development Strategy (SNDD), adopted in 2017, aims to transform the Kingdom into a green and inclusive economy by 2030. In line with the objectives of the United Nations 2030 Agenda and the Agreement on Paris on the climate, this strategy is based on participatory governance which involves all stakeholders.
In this dynamic, Morocco is resolutely committed to sustainable tourism. The 2023-2026 roadmap positions the country as a destination of choice for responsible tourism development. By emphasizing environmentally friendly practices and promoting local resources, Morocco seeks to combine economic growth and the preservation of its natural heritage.
Ecotourism, as a key element of this strategy, paves the way for tourism development that is both sustainable and equitable. Furthermore, the Minister of Tourism, Fatim-Zahra Ammor, affirmed that the roadmap for the period 2023-2026 places sustainability at the heart of the sector’s concerns. Initiatives like the “Go Siyaha” program encourage tourism businesses to adopt eco-responsible practices while supporting investments in the energy transition.
In a global context marked by growing environmental challenges, the United Nations General Assembly adopted, by consensus, a Moroccan resolution on the “promotion of sustainable tourism, including ecotourism for the eradication of poverty and the protection environmental”.
Supported by 109 Member States, this initiative highlights the crucial role of sustainable tourism in achieving the Sustainable Development Goals and highlights the need to invest in the sector’s resilience in the face of climate crises. As a major player in this area, Morocco reaffirms its commitment to reinvent its tourism offer through a strategic roadmap for 2023-2026, aiming to position the country among the best global destinations while creating sustainable economic opportunities. To achieve this, it is essential to take into account the determining factors in travelers’ choice of sustainable destinations.
The determining factors in travelers’ choice of sustainable destinations
In a recent scientific study carried out in collaboration with Dr. Arej Alhemimah and published in the prestigious international journal “International Journal of Tourism Research”, we analyzed the factors influencing the intentions of Moroccan travelers in terms of sustainable tourism.
The results of this study highlight significant links between attitude towards the environment and support for sustainable tourism. Three key elements emerge from this research: travel motivation, knowledge of sustainable tourism and environmental attitude. Gender has been observed to play a moderating role in this dynamic, with women showing greater support for sustainable behaviors.
Furthermore, moral reflection emerges as a determining factor, transforming environmental concerns into responsible travel intentions. It should be noted that regardless of economic considerations, travelers are motivated by ethical values and environmental awareness which encourage them to adopt responsible behavior within the framework of their tourist choices.
The survey highlights the importance of travel motivations in the development of pro-environmental attitudes among tourists. Those who choose to travel to experience nature or enrich their knowledge display more environmentally friendly behaviors.
-This trend highlights the importance of encouraging tourism that favors the discovery of nature and learning, in order to strengthen the ecological awareness of travelers. It is therefore essential to segment tourists according to their motivations to effectively adapt strategies to promote sustainable tourism. Furthermore, knowledge of sustainable practices plays a key role: well-informed tourists are more inclined to adopt responsible attitudes. Although age is not a significant moderator in the relationship between motivation and environmental attitude, it remains a factor to consider. Indeed, young people tend to display more positive attitudes towards the environment. At the same time, a higher level of education is often correlated with pro-environmental behaviors, thus highlighting the importance of targeted education to raise tourists’ awareness of ecological issues.
How can industry players boost sustainable tourism?
Sector players have an essential role to play in promoting sustainable tourism. It has been found that travelers place increasing importance on respect for the environment, authenticity of experiences and support of local communities. Several initiatives demonstrate this dynamic. Taghazout Bay, for example, is an ambitious Plan Azur project which aims to establish a benchmark in high-end ecotourism.
This project combines respect for the environment and the promotion of local know-how. La Pause, located in the Agafay desert, offers a unique experience that favors a respectful approach to nature. Finally, Dar Itrane promotes immersion in local culture while promoting sustainable development. It is important to emphasize that these examples constitute only a selection from numerous ongoing initiatives aimed at illustrating this dynamic. It is crucial to generalize these initiatives and integrate them into a global strategy in order to position the country as a leading destination in terms of sustainability. It is time for tourism operators to incorporate sustainable development at the heart of their offerings.
By creating authentic experiences that reflect Morocco’s cultural and environmental values, they can attract impact-minded tourists. By highlighting the ecological advantages of their destinations, these professionals can attract an engaged clientele.
Education also plays a key role in this process. By improving knowledge of sustainable practices and offering accessible ecological options, industry players can positively influence travelers’ choices.
Destination managers must strengthen environmental identity and encourage pro-environmental behaviors through incentives and participatory initiatives. Social media is a powerful tool for promoting a destination’s commitment to sustainability. They can inspire tourists to adopt an ecological identity. Close collaboration between governments and managers is essential to establish clear guidelines on responsible tourist behavior.
Finally, it is essential to promote ecological options that are not only accessible, but also affordable. By highlighting the economic benefits of responsible tourism, we can demonstrate how sustainable practices preserve the environment while bringing tangible benefits to local communities.
To guarantee sustainable tourism in Morocco, collective mobilization is necessary. As responsible travelers, we must make sustainable choices, such as opting for eco-friendly accommodation and supporting local initiatives. These actions protect our planet and enrich our personal experience while fostering meaningful interactions with local communities. Together, let’s commit to making tourism a vector of change.
