"We have to keep innovating": Saad Bezzate, Moroccan National Tourist Office in Paris

What are Marrakech's strengths for an incentive operation? 

Saad Bezzate - Marrakech is a trendy destination and, what's more, one that perfectly meets the needs of today's MICE professionals. It's a city of contrasts, between tradition and modernity, and one that leaves its mark on most visitors. But it's also a city of many facets, with an incredible density of possible activities, a substantial hotel infrastructure with over 55,000 beds - a capacity that is set to double by 2015 - and a unique vibrancy symbolised by Jemaâ El Fna square. Last but not least, there are now an average of 400 flights a week to France from Paris and a number of major provincial cities, offering huge opportunities for businesses. 

What impact has the economic climate had on the destination? 

S. B. - Business tourism declined slightly in Morocco in 2011 as a result of the financial and then economic crisis. But this drop in activity is present everywhere. MICE remains a niche market in which we have a lot of faith and which we will continue to develop over the coming months. 

What are these areas of development? 

S. B. - First of all, we are going to increase the number of specific workshops with foreign tourism professionals here in Morocco, to showcase the diversity of our country. We are also going to continue developing our infrastructure, such as the motorway between Marrakech and Essaouira, our ambition being to offer the sea, the desert and the mountains in the space of a weekend. To achieve this, we need to maintain growth in the air and hotel sectors, while increasing the number of attractive events, such as the festivals we are already organising. 

What do the groups who come to Marrakech expect today compared to a few years ago? 

S. B. - They no longer want to waste time travelling and are looking for variety and a change of scenery. Incentive agencies are also more demanding, both in terms of quality and price. We need to keep innovating, because the return rate to Marrakech remains very high. The hotels that have opened recently have understood this by focusing on originality. 

The trend in recent years has also been a revival of craftsmanship and creativity in all its forms...