MOROCCO: FEATURES OF INTERNATIONAL TOURISM DEVELOPMENT

Abstract

The article examines the features of tourism development in the Kingdom of Morocco under global challenges and structural transformations during the period 2019-2024. The scientific works of Ukrainian scholars on this issue are analyzed, and the key strengths of the country’s tourism attractiveness are identified. Three main stages in the dynamics of international tourist arrivals during 2013-2024 are distinguished. Particular attention is paid to the impact of global challenges on the structure, volume, and spatial configuration of Morocco’s tourist flows. The clear predominance of the European tourist segment is proven, which continues to remain the dominant market for Morocco, accounting for more than half of international arrivals, with the leading role of France and Spain. Special emphasis is placed on the tourism development strategy in the context of the post-crisis transformation of the tourism sector. The importance of implementing the Roadmap as a key strategic document for the development of the Kingdom of Morocco (2023) in the service sector is substantiated. The Roadmap provides for the modernization of 9 thematic and 5 cross-sectoral sectors, most of which are focused on the development of international tourism. A diversified model of tourism specialization development in Morocco is identified, which involves the combination of various types of tourism activities oriented toward both international and domestic tourist flows. In particular, it is based on the development of beach and resort tourism along the Atlantic Ocean and Mediterranean coasts, cultural tourism based on the rich historical and cultural heritage of imperial cities, nature-oriented tourism in the Atlas Mountains, adventure tourism in the desert landscapes of the Sahara, as well as the expansion of business, event, and gastronomic tourism. It is proven that such multidirectional diversification of tourism offerings contributes to the diversification of the country’s tourism product, enhances its competitiveness in the global tourism market, and supports the formation of stable international tourist flows. A sectoral model is proposed that reflects the spatial and functional differentiation of tourism development with a clear distinction between international and domestic tourist flows. Five key steps are also proposed to ensure the competitiveness of the tourism market at the national level and to contribute to the growth of international tourist arrivals.