Tinghir: full-scale laboratory of new generation tourism

In the captivating mineral setting of Tinghir, between the reliefs of the High Atlas and the vertiginous gorges of Todgha, an international conference was held which marks an important stage in the reflection on oasis and mountain tourism.

The Tinghir event highlighted a clear strategic direction, that of Moroccan tourism now thought out, structured and managed, far from the approaches of the past.

On this occasion, Imad Barrakad, Director General of SMIT, defended an ambitious vision where the Kingdom is no longer content to promote its natural assets, but strives to transform them into real integrated tourism products. An evolution which reflects a profound change: the transition from a logic of raw offer to fine engineering of the tourist experience.

This repositioning is based on a strong conviction. Tourist competitiveness no longer depends solely on landscapes, but on the quality of the experience offered. Morocco is thus part of a global approach where each territory is structured as a coherent ecosystem, linking accommodation, activities, culture and mobility. The main objective is to offer the visitor a complete, readable and memorable immersion.

In this dynamic, territories are no longer simple destinations, but real scenes of experience. Thematic circuits, accommodation with a strong identity, promotion of heritage and territorial animation contribute to the construction of a tourist story where the visitor becomes an actor. This approach also makes it possible to better integrate local resources, transforming them into sustainable economic levers for the benefit of populations.

The Dra-Tafilalet region concretely illustrates this rise in power. Through the structuring of the “desert and oasis” sector, it establishes itself as an open-air laboratory. The development of the Todgha gorges, the development of tourist villages, the installation of appropriate signage and the diversification of activities testify to an integrated vision where development, investment and experience converge.

Beyond the design of the offer, this engineering also plays a key role in the attractiveness of investments. By securing projects, facilitating pathways and mobilizing incentive schemes, SMIT positions itself as a central player capable of accelerating the realization of structuring initiatives. This framework promotes the emergence of quality projects and strengthens the economic impact on a territorial scale.

This transformation is also part of a logic of assumed sustainability. The preservation of ecosystems, the promotion of cultural identities and the involvement of local communities are integrated into the design of projects. In Tinghir, the message is clear: Morocco is moving towards a sovereign, structured tourism model with high added value, capable of establishing itself as an international benchmark for experiential tourism.

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