Taghazout: When a luxury brand puts Moroccan tourism back in orbit

Authenticity, ecology, refinement, wellness and gastronomy are the ingredients to position the product well and attract new customers to the region. The Fairmont makes its mark in the destination. Sea and sun, mountain or culture positions are no longer sellers on their own. Today's tourist is looking more for discoveries and travel experiences. By focusing on an ecological label, a wellness offer and a strong gastronomic label, as well as on luxury and refinement, this is the strategy pursued for example by the Fairmont Taghazout, explains Ghizlane Bounouar, commercial and marketing director of the establishment. . The approach is now bearing fruit. Considered among the most beautiful hotels in the world and ranked among the most exciting new openings in travel, ranked in the “Host List 2022” by “Condé Nast Traveler” magazine, this hotel establishment continues to distinguish itself and to reinvent its destination. Last week, he celebrated the return of chef Masaharu Morimoto with a private party, masterclasses and festive dinners. A true international star of Japanese cuisine, who has associated his name with the establishment's Japanese restaurant since last year, chef Morimoto created the event last week in the region. A real journey for all those present who were transported by the atmosphere created. The renowned Japanese chef says he is very proud of his establishment at the Fairmont Taghazout Bay and of being able to offer the best of his cuisine there. The establishment's strategy of acquiring a strong brand carrying trendy, healthy and refined cuisine in the image of the positioning of the resort that houses it, explains the choice of Japanese cuisine. The marriage between the Morimoto brand and the Fairmont Taghazout Bay comes from the sharing of common values ​​sought by both sides, in particular the authenticity and personal involvement of Chef Morimoto. “We weren't just looking for a brand and logo; we also wanted an effective collaboration with an authentic humble person. And with Chef Morimoto, it's a partnership just as we wanted it,” says Francis Desjardins, general manager of the establishment. “We didn't just want to sign a contract with an international brand, we want to create a footprint,” he added. This is precisely the approach initiated by the hotels located in the resort which, through their respective strategies, act in complementarity. Hotels and surfing villages, family-oriented resorts, all-inclusive establishments, hotels backed by a golf course, the tourist offer is diverse and in the process of being developed in the seaside resort. While waiting for the upcoming inauguration of the Hilton and the Marriott, Taghazout now houses six hotels in operation out of the eight units in the program. These are the Radisson Blue, the RIU Tikida, the White Beach, the Fairmont, the Hyatt place and the Hyatt Regency. A total of 3,844 beds out of the 5,300 expected, including 832 beds through the tourist promotion real estate residences (RIPT) and 366 beds in the surf village. By the end of 2023, the number of beds in the destination should reach a number of 4,684, representing a completion rate of more than 80%, more than a decade after the start of work on the seaside resort. In the meantime, the summer season promises to be auspicious. According to the hoteliers of the seaside resort, the forecast rate for the months of July and August is 80%. Some establishments are preparing for this by launching recruitment campaigns. In terms of entertainment, the recent opening in the locality of the Targant center housing the first argan tree museum, the unique excursions offered by the region are all elements that reinforce the attractiveness of the destination. Since the resumption of tourist activity, they have participated in reviving and reinventing tourism in the region.