Revitalizing Tourism in Meknes: Strategies Explored at January 2024 Business Event

Thursday 25 January 2024 - 10:46

Experts convened in Meknes last month to discuss opportunities for reinvigorating the tourism industry in Morocco's historically significant yet underappreciated capital city. The Meknes Business Event, held in January 2024, provided a platform for industry leaders and entrepreneurs to exchange ideas on enhancing Meknes' global profile. Hosted at the Faculty of Legal, Economic, and Social Sciences, the event focused on addressing challenges in the city's tourism sector and exploring the role of marketing in driving growth.

Ahmed Larouz, CEO of innovative companies Bridgizz and Climate Launchpad Morocco, expressed concerns about stagnation in Meknes, emphasizing the potential disenchantment of the youth. Larouz highlighted the need for an energized entrepreneurial environment to empower students to make a meaningful impact.

Simo Wow, founder of the Wow Hotel Group and an Airbnb coach, shared insightful Airbnb statistics, revealing a disparity in visitor numbers compared to other destinations like Marrakech. Despite Meknes' cultural richness, it has only 478 Airbnb listings and a low 28% occupancy rate, with most stays lasting just one night, indicating a need for strategic action.

Simo Wow urged collaboration with ministries to roll out targeted influencer campaigns, giving tastemakers firsthand experiences to authentically promote Meknes' charms. This could help address the city's "tourism conundrum" through innovative marketing, participants agreed. The event sparked engaged dialogue on solutions to alleviate Meknes' untapped potential through innovative strategies.