“Savage Luxury:” Morocco Makes Its Case to Canadian Advisors at TMP Calgary

Morocco wants Canadian travel advisors to look beyond Marrakech – and discover a diverse North African destination offering culture, coastlines, cuisine, adventure and what Siham Fettouhi calls “savage luxury.”

Speaking to travel advisors at Travel Market Place Calgary, Fettouhi, Director for the United States and Canada for the Moroccan National Tourist Office, made an energetic case for why Morocco should be on more Canadian itineraries.

Her first reason was geography. While many Canadians joke that Toronto sees itself as the centre of the universe, Fettouhi made a more geographically accurate claim.

“Morocco is at the centre of the world,” Fettouhi told delegates, pointing to its position between Europe and Africa and the Atlantic and Mediterranean. “We have always been the verge between the north and the south, the east and the west. Our geographic position explains a lot about who we are and how we are.”

Fettouhi noted that Morocco has been working with North American carriers to expand direct air service. For Canadians, Montreal and Toronto are key gateways, with service connecting Canada with Casablanca, Marrakech and Agadir.

And she offered a wish for potential lift from Western Canada: “Inshallah, Calgary!”

One Country, Many Diverse Destinations

Once visitors arrive, Fettouhi said Morocco’s investment in transportation – including its high-speed rail system, highways and domestic flights – makes it possible to experience multiple destinations rather than staying in one place.

That’s important because diversity is a key attribute for Morocco’s tourism product.

With a population similar to Canada’s 40 million, Morocco boasts has some 3,500 kilometres of coastline, including beautiful beaches and resorts to match. but Fettouhi describes it primarily as a cultural destination, shaped by 12 centuries of history and six dynasties.

Perhaps nowhere is that history more tangible than in the country’s medinas – the historic centres of ancient cities.

“When you are in the Medina, you feel like you step into history,” she said. While Morocco has modern hotels, roads and infrastructure, its historic walled cities preserve narrow streets, shops, crafts and traditions that offer visitors a very different experience.

“If I had to pick one cultural experience of Morocco, it has to be the Medina.”

Mountains, Deserts & the Mediterranean

Fettouhi encouraged advisors to introduce clients to the many different experiences found around the country.

Tangier, a personal favourite, sits where the Mediterranean and Atlantic meet and offers what she describes as Morocco’s Mediterranean face. Nearby Chefchaouen – the famous “Blue City” tucked into the Rif Mountains – can easily be combined with it.

Fez offers another deep dive into Moroccan history and craftsmanship, while Rabat, Fettouhi’s hometown and the national capital, is a destination she believes visitors too often overlook.

Casablanca, meanwhile, is Morocco’s economic powerhouse, with an energy she compared to New York. It is also home to the spectacular Hassan II Mosque.

Then there is Marrakech.

“Whatever you’re looking for, you have it in Marrakech,” Fettouhi said, pointing to nightlife, shopping, food and a highly atmospheric medina.

A couple of hours away, Essaouira offers an entirely different atmosphere: a laid-back Atlantic coastal city known for its fishing heritage and Gnawa music. Farther south, Agadir and nearby Taghazout provide the beach and resort experience, with surfing and other water sports playing a major role.

Ouarzazate serves as a gateway to Morocco’s desert landscapes and has provided the backdrop for major films including Gladiator and Kingdom of Heaven.

Fettouhi also highlighted Dakhla, where the desert meets the Atlantic. The destination is particularly renowned for kitesurfing and has developed a tourism offering built around its natural environment.

A Melting Pot of Delicious Flavours

Food is another major selling point.

Fettouhi described Moroccan cuisine as difficult to categorize because it reflects African, Mediterranean, Arab and other influences. More broadly, she said, Morocco is a destination experienced through all five senses – from the colours and textures of carpets and handicrafts to the sounds of souks and music festivals and the distinctive scent of orange blossom.

Hospitality, she added, isn’t a tourism marketing creation.

“People are smiling. They’re happy to have you,” she said. “This is part of who we are, part of our DNA.”

Experiences available to travellers range from hiking, surfing, kitesurfing and desert excursions to golf, hot-air ballooning, food and wine experiences and traditional hammam treatments.

The Romance of the Riad

Accommodation is equally varied. International hotel brands are well represented, but Fettouhi urged advisors to consider a more distinctly Moroccan option for at least part of an itinerary: the riad.

Traditional riads were large family homes constructed around an interior courtyard. Many have now been transformed into intimate boutique hotels, with dazzling décor in geometric designs.

“This is where you get, again, the unique experience of Morocco,” she said.

For clients seeking something upscale, Fettouhi introduced another description of the Moroccan experience: “savage luxury.”

Luxury in Morocco, she explained, doesn’t necessarily have to mean an extremely expensive hotel. It can instead come from exclusivity, authenticity, service and memorable surroundings, with Canadian visitors benefiting from favourable value for their travel dollar.

Her message to the Calgary audience was ultimately that Morocco shouldn’t be sold as a single experience or destination.

From Mediterranean cities and Atlantic beaches to ancient medinas, mountains and desert landscapes, she said, the country’s greatest selling point may be just how many different trips can be found within its borders.