| Rural tourism is growing
worldwide. Increasingly international travelers are
looking for a mix of experiences that affords direct
contact with local villagers, the natural environment
and a variety of exciting and educational outdoor
activities.
Although the attraction of rural travel is not new,
many countries have routinely focused on their beach
resorts and city heritage attractions. However with
the shift from the “sight-seeing’ excursions
to the ‘life-seeing’ adventures of today
more destinations are now aggressively promoting their
rural village lifestyles and adjacent opportunities
for nature and culture interpretation, hiking, mountain
biking or bird watching.
Morocco has identified the tourism potential of its
rural regions. With the financial assistance of the
US State Department, and under the direction of USAID,
they have financed a 3-year program to develop rural
tour itineraries for the international traveler. Senior
USAID official, Richard Rousseau notes, “ we
are using this opportunity to design, develop and
market ‘export-ready’ rural tour products
that will be picked up by US (and European) tour operators
or travel agents and subsequently sold to their clients”.
Three tour products have already been prepared. They
highlight the northern Chefchouen region, the areas
adjacent to Fes and the mountain region east of Agadir
in the south.
The rural tourism development program is being managed
by Washington consulting firm Chemonics International,
a company with a history in supporting sustainable
development. “The launch of this rural tourism
initiative also has the advantage of fighting poverty
in the more remote areas of the country”, says
project director, James MacGregor. A 30-year veteran
of developing ecotourism and sustainable tourism products
in 12 countries, Mr. MacGregor notes that tourism
is more important than ever in the struggle to maintain
rural economies and environmental integrity in areas
with few economic options.
“Coincidentally rural areas typically have the
best blend of traditional culture, heritage architecture,
scenic landscapes and biodiversity that is required
by the ecotourist, adventure and ‘edu-venture’
traveler”. Experts from the WTO (World Tourism
Organization) agree that rural Morocco has exceptional
opportunities for hiking, horseback or mule riding,
mountain biking, photography, wildlife viewing and
even sea kayaking. These activities are available
within the context of a pastoral environment characterized
by quaint villages, lively outdoor markets, traditional
farming techniques, and remarkable scenery.
“With support from the American people we are
able to combine the various attractions and services
of our rural environment and develop attractive tour
products that meet the hospitality and safety expectations
of the experienced nature and cultural heritage tourist’,
says regional Ministry of Tourism delegate, Chakib
Lahlou from the Agadir Region. “Agadir was once
exclusively known as beach destination. Now we promote
the exceptional tour opportunities of our ‘arriere-pays’
or countryside”.
On the question of security when traveling to Morocco
or other rural areas, Mr. MacGregor is very clear.
“Terrorism and crime are issues for tourists
in all countries, including their own hometown. However
it is fair to say that the rural areas tend to be
more secure, residents more hospitable and negative
encounters less frequent.”
He adds, “Of greater significance is the longer
term contribution of rural tourism towards minimizing
those conditions that breed terrorism and crime. By
providing jobs and reducing poverty we minimize the
need for the youth to migrate to the cities where
they are influenced by those who would take advantage
of their situation.”
Mr. MacGregor is encouraged by the US National Security
Strategy recognition of the importance of building
prosperity and reducing poverty as a significant factor
in the war on terrorism. He stresses that, “Tourists
to rural regions have a considerable positive economic
impact on the people. In Morocco, most food purchases
are local (and organic), crafts are made from native
supplies and even the furniture in the lodges is crafted
by area residents using natural materials. As few
as 100 tourists spending a week in the region can
create more than 15 full time jobs.”
For more information on rural
tourism development in Morocco you may address inquiries
to jmacgregor@ruraltourism.ma
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