Why the country with the Atlas is well and truly on the map

Boasting Mediterranean and Atlantic coastlines, tourist's hot-spot Morocco is a stunning gateway to Africa, Europe and the Middle East and its bohemian city of Marrakech is fast becoming a business hub. Marcelle Nethersole reports.

The Kingdom of Morocco is visually stunning. It has everything from beaches and vast tracts of the Saharan Desert to breathtaking mountains rising from the Rif into the Middle Atlas and on into the incredible contours of the High Atlas.

Its cities are a sensory overload, particularly when you visit one of its preserved medinas. Wander the narrow medieval streets and alleys and dodge motorcycles, donkeys and locals going about their business as you pass little houses, tightly packed together.

Morocco has a long history. The Berbers, the ancient tribes of Morocco , settled in the area thousands of years ago and at one time controlled an empire between Morocco and Egypt . France became colonial ruler in the 19th Century before independence was gained by Morocco in 1956. The population of Morocco is now a mix of Islamic, Arab, African, Berber and French cultures.

The country’s economy is boosted by its ports. The cities of Agadir, Safi and Tan Tan are the top sardine ports in the world. And Casablanca is home to North Africa ’s largest port.

Morocco is also the largest phosphate producer on the globe with 75 per cent of the world’s phosphate reserves. But it’s the country’s tourism that really boosts its economy. Fez , Agadir and Tangier are popular spots but there is one city in particular on everyone’s lips – Marrakech – and not just as a tourist destination.

“Imperial Marrakech is one of the most colorful cities in Morocco and I would say the world,” said Khalid Tijani, president of the Regional Council of Tourism of Marrakech. “It is a city of art and culture with invaluable heritage, a garden city steeped in charm, from the pristine Palm Grove to the bustling Jamma el-Fna Square, from the Cyber Park to the Red City.”

The city’s famous square, Jamma el-Fna, is usually the first place visitors head to and an experience you will take home with you. It is almost like a mini circus; there are snake charmers, people trying to put monkeys on your shoulder for money, you can buy delicious pastries at one of the many huge sweet stalls or find a cross-legged woman on the floor insisting you buy a tortoise.

At night the square turns in to an open-air restaurant. Outdoor kitchens open up with tables and chairs filling the square as chefs get to work on delicious dishes like traditional tajines – favourites being chicken cooked with olives and lemons, and lamb or beef cooked with prunes and almonds.

Surrounding the square is the huge souk where you can get lost for a few hours. Walk through the alleys and find hoards of stalls where the locals sell fruits and brightly coloured spices like jasmine and cumin. The odours waft through the air. There are craftsmen shouting to you to look at their woodcrafts, paintings and leather goods – you will need to have your best haggling skills to hand.

“There is a lot to do in and close to Marrakech, too, which is why it is a popular tourist destination,” said Tijani. It is based at the foot of the Haut Atlas, the highest mountainous barrier in North Africa with Mount Toubkal being the highest peak in the country. Half-day walks or two-weekly treks can be arranged. This is land custom-built for trekking, as you follow quiet mountain trails amid Berber villages and fields of beautiful flowers.

There are also eco-friendly regions. Al Haouz, for example, has a prestigious natural resource with the Haut-Atlas mountains.

You can ski in Ouk aimeden, which lies 46 miles south of Marrakech , or you can head to beautiful Essaouira, situated on the Atlantic coast for stunning beaches.

Morocco is also a paradise for golfers with many fabulous links. Marrakech is home to the Royal Golf of Marrakech, the oldest course in the country, which opened in 1923.

The well-being is also an intergral part of Moroccan life. “We have fabulous spas and a visitor really should experience a traditional hammam,” said Tijani.

In 2009 Marrakech received a million tourists. Most come from France , followed by national visitors from Rabat and Casablanca , then tourists from Spain , the UK and Italy . It is hoping to attract more visitors from the Middle East .

“We do have visitors from Abu Dhabi and Dubai but they mainly go to Morocco ’s economic centre, which is Casablanca ,” explained Tijani. “At the moment there is a lack of information about Morocco in the Middle East , particularly for the tourist, which is a shame as we have quite a few flights coming from these regions. In May we will be attending the Middle East Travel Market in Dubai in order to meet tour operators and make our mark in this part of the world.”

Most capital cities are popular tourist spots and although Rabat is very relaxed, well kept and cosmopolitan with a European feel, it is not a popular destination for many travellers.

“Rabat has between 4000-5000 beds and Marrakech has 45,000 beds to give you an idea,” said Tijani. “In 2004 we had 25,000 beds in Marrakech and in 2014 we plan to have 75,000.

“We plan to have a new luxury collection of five-star hotels. Our problem at the moment is how to fill all those beds with the current economy crises. Right now we need to attract at least another million tourists within the next three years.”

Marrakech is not just attractive to the holidaymaker and many of its visitors are now arriving for business purposes. Casablanca is the largest city in Morocco . It has an ultra-modern city life and surfer-friendly beaches as well as been considered the economic capital of Morocco , with headquarters and main industrial facilities for the leading Moroccan and international companies based there. But Marrakech has gone one better.

“Marrakech has exceeded Casablanca as a business hub by the scale of its commercial activities,” said Tijani. “It now attracts more than 60 per cent of business tourism, taking advantage of the idyllic surroundings. Lounges give way to congresses, which in turn give way to conferences, symposiums and other meetings for the public. Marrakech has equipped itself with rooms and its premises are equipped with state-of-the-art technology.

Meetings, incentives, conferences and exhibitions (MICE) account for more than 15 per cent of the number of arrivals recorded in Marrakech, with a concentration in the months of October, November and January.”

Morocco has both local and international airports that operate throughout the country. All of Morocco ’s airports are under the care of the Office National Des Aéroports (ONDA). Surprisingly, Rabat-Salé is a small airport and serves only direct flights to Paris with Royal Air Moroc and Air France . Casablanca ’s main airport is Mohammed V International – the busiest in the country. It serves many Middle Eastern airlines including Libyan Airways, Egypt Air, Royal Jordanian, Saudi Airlines and Air Algerié, as well as European carriers.

Another major airport is Menara International based in Marrakech. In 2009 it received two million passengers. It handles flights to a number of destinations such as Brussels , Milan , London-Gatwick, Lyon, Geneva and Paris .

“There are talks between Morocco and Turkey in order to have a direct flight from Istanbul to Casablanca and Marrakech, and hopefully new routes to the Middle East ,” said Tijani.

“Marrakech, along with Casablanca airport, also provides for business customers and we have good business lounges.

“It is also easy to fly domestically. National airlines operating include Royal Air Maroc, Jet4you, Air Atlas Express, Atlas Blue, Regional Air Lines and Mondair. There is basically no excuse not to visit Morocco .”