The Moroccan National Tourist Office's announcement of a deal exceeding 46 million dirhams, allocated to implementing what it termed a "digital strategy and content creation," has reignited a broad debate about public spending priorities and the limits of the economic viability of such investments, especially in an economic context characterized by increasing pressure on public finances and rising demands to link public spending to tangible and measurable results.
According to available information, the deal includes the production of diverse digital content, the management of social media platforms, and the launch of promotional campaigns relying on digital influencers both within and outside Morocco. However, these components, which have become commonplace in global tourism marketing policies, have not prevented a wave of criticism. Critics argue that the allocated cost appears high compared to the nature of the services provided, and given the difficulty of measuring its true impact on crucial indicators such as the number of tourist arrivals, average length of stay, or the volume of tourist spending.
Digital viability or hypothetical return?
Critics of the deal argue that while heavy investment in digital campaigns is important in a world of fierce competition among tourist destinations, its returns are not guaranteed unless it is linked to a comprehensive strategy to improve the tourism offering on the ground. They emphasize that directing a portion of this funding towards developing tourism infrastructure, supporting local professionals, or improving the quality of services and tourist experiences would have yielded more sustainable and tangible returns.
A fundamental question also arises as to whether these digital campaigns can actually translate online engagement, likes, and views into actual travel decisions, given the lack of precise indicators demonstrating a direct correlation between marketing spending and the results achieved in terms of tourism revenue.
The debate over reliance on foreign expertise resurfaces
In addition to the cost, awarding the majority of the deal to a consortium led by French agencies has sparked further debate about the continued reliance on foreign expertise in marketing Morocco as a tourist destination. Industry stakeholders believe the domestic market is brimming with creative talent and companies capable of producing professional content that reflects the richness and cultural and natural diversity of Moroccan identity more deeply and at a lower cost.
They warn that the frequent reliance on foreign companies not only burdens the budget with hard currency but may also lead to the marketing of a stereotypical or superficial image of Morocco, which does not always align with the multifaceted reality of the tourist destination and does not contribute in the long run to building a strong and independent national tourism brand.
Influencers…
Between Quick Promotion and Limited Results: The recruitment of global influencers to promote Morocco has not escaped criticism. Observers believe that many of these campaigns end with short visits and brief coverage, focusing on aesthetic or entertainment aspects, without necessarily translating into sustainable tourist flows or real investments in the sector.
They add that some past experiences have shown that the influence of influencers is often circumstantial, linked to a fleeting digital moment, and does not necessarily influence the travel decisions of broad segments of tourists, especially given the high costs of travel and the multitude of competing options.
Marketing in sensitive markets… an added risk?
With the expansion of targeting to include markets described as geopolitically sensitive, concerns are growing that these campaigns may encounter external factors, whether political or economic, that could limit their effectiveness. This raises questions about the wisdom of allocating large budgets to ventures with uncertain returns.
In this context, tourism experts are calling for greater transparency through the publication of detailed reports outlining the objectives of the digital strategy, the adopted performance indicators, and the return on investment. They warn that continued ambiguity could exacerbate the crisis of confidence in tourism promotion policies and fuel doubts about the alignment of these choices with the principles of good governance and accountability.
