Determinants, directions and challenges of tourism development in Morocco

The purpose of the study was to analyze the current state of tourism development in Morocco, taking into account its most important achievements and opportunities in the context of sustainable development. On this basis and in relation to tourism development plans, particular attention was paid to the challenges facing the tourism sector in the country.. In the course of the research procedure, our approach primarily relied on the analysis of source materials and observations made by the authors during their stay in Morocco. A comprehensive review of the relevant literature, reports, and strategic documents has demonstrated that over the past decades, the Moroccan government has been active in supporting tourism and encouraging foreign investments as a means to promote economic and social development. Simultaneously, activities towards tourism development are undertaken based on the following values: authenticity, diver-sity, quality, and sustainable development. Despite undeniable successes in this regard, the progression of tourism faces a range of challenges. One of these challenges is the highly concentrated geographical distribution of tourists and a still relatively undiversified tourism offering. Excessive concentration of tourist activities in coastal areas could lead to their degradation. To counteract this, a series of programs are being implemented, confirming that for Morocco, the priority is no longer solely the pursuit of tourism growth, but ensuring that progress in this field occurs while adhering to principles of sustainable development.