Ouarzazate hosts immersive MICE event attracting French decision makers
Morocco hosted the sixth edition of “La Secret Destination,” an experiential event designed for French MICE industry leaders. The concept, developed by The MICE Expert and organized by KTI Voyages in partnership with the Office National Marocain du Tourisme, brought around 100 decision makers to the country’s southern region for a structured immersive program.
The event follows a distinctive format. Participants only discover the destination upon arrival. After previous editions in Abu Dhabi and Cappadocia, organizers selected southern Morocco, with Ouarzazate as the central hub. The theme focused on alternative approaches to business tourism, combining professional networking with experiential travel.
The program began in Erfoud with an evening event featuring Moroccan stand up performers based in France. The session aimed to create informal interaction among participants. The group then traveled to the Merzouga desert, where organizers held a workshop accompanied by a live outdoor concert. These activities were designed to integrate professional exchange within a non conventional setting.
A community initiative formed a key part of the itinerary. Participants visited a school near Ouarzazate and contributed funds to support renovation work and the construction of a sports facility. The visit included a shared meal prepared by local families, reinforcing engagement with the host community and highlighting local cultural practices.
Ouarzazate served as the main destination showcase. Known for its kasbah architecture and film production history, the city offered a mix of infrastructure and thematic environments suitable for corporate events. Participants visited the Berbère Palace hotel, which has hosted multiple international film productions. The visit aimed to demonstrate the region’s capacity to accommodate large scale events.
The closing gala took place at Atlas and CLA Studios, among the largest film studios in Africa. The evening included guided tours, stunt demonstrations, and staged recreations inspired by productions such as Gladiator, Kingdom of Heaven, Cleopatra, and Game of Thrones. Organizers transformed studio spaces into reception areas, combining entertainment with networking functions.
Participants reported strong satisfaction with the experience. Feedback highlighted the diversity of locations, the quality of programming, and the distinct positioning of the destination. Many attendees identified concrete opportunities for future events in the region.
The initiative reflects coordinated efforts between French and Moroccan stakeholders. The collaboration between private operators and national tourism authorities aims to strengthen Morocco’s position in the international MICE market. The event also reinforces Ouarzazate’s role as a strategic destination for business tourism, supported by its infrastructure and cultural assets.
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