Tourism can contribute to inclusive and sustainable economic development by creating jobs, generating income and strengthening local value chains. The Béni Mellal-Khénifra region has significant natural, cultural and historical assets, but its rural destinations continue to face challenges related to governance, the quality and marketing of tourism products, professional skills, access to support services and the practical implementation of sustainability standards.
The Swiss-Moroccan Sustainable Tourism Programme is part of the bilateral cooperation between the Government of the Kingdom of Morocco and the Government of the Swiss Confederation. Following a first phase from 2020 to 2024, the programme continues with a second phase from 2025 to 2029. It aims to support the development of sustainable destinations in Azilal Province that are rooted in their local areas and capable of generating positive benefits for tourism MSMEs and local communities.
Swisscontact plays a facilitating role and works with public institutions, the private sector, civil society, as well as training and advisory service providers. At regional level, the programme contributes to more coordinated destination management, a higher-quality and more sustainable tourism offer, stronger skills, and better access to markets and support services. At national level, it supports the adaptation and replication of successful experiences, as well as the development of a sustainability framework to enable the gradual transition of tourism destinations and operators towards more sustainable practices.
Programme activities
1. Sustainable destination governance
Strengthen collaboration between public, private and civil society actors, build the capacities of destination management stakeholders, identify regulatory constraints, and monitor sustainability indicators based on GSTC criteria.
2. Sustainable tourism offer and private sector development
Improve understanding of demand, support the development of sustainable and marketable tourism offers, strengthen tourism MSMEs, and improve promotion and distribution, particularly through digital marketing.
3. Training and advisory services
Strengthen training providers so they can offer relevant, high-quality training in sustainable tourism, particularly for rural accommodation providers, nature guides and outdoor activities.
4. National scaling
Support national stakeholders in adapting, replicating and scaling up successful experiences from Béni Mellal-Khénifra, and contribute to the development of a national tourism sustainability framework in collaboration with the National Tourism Confederation as part of the sector’s new 2027–2030 roadmap.
The programme aims to develop sustainable rural tourism in the Béni Mellal-Khénifra region in order to generate income opportunities, create new jobs and improve existing jobs, particularly for young people and women. Specifically, it seeks to:
From 2020 to 2024, the TDSM programme supported the initial upgrading of rural destinations in the provinces of Azilal and Béni Mellal, laying the foundations for a sustainable and inclusive model.