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2 MOROCCO13 MARRAKECH 219

3 13.1 Introduction Basic facts Marrakech is the fourth largest city of Morocco, after Casablanca, Fez and Tangier, and the capital city of the Marrakesh-Safi region. Located in southern Morocco, between the Atlantic Ocean and the Mediterranean Sea and at the foothills of the Atlas Mountains, Marrakech covers a surface of 2,625 km 2 and has a total population of 1,330,568 million inhabitants ( urban and rural) which represents 29% of the region s population. Marrakech sees a lot of sunshine and has a characteristically hot and dry summer. Winter can be fairly cold with frequent frosts during the night. Spring and autumn are mild and are definitely the best times to visit. Founded at the end of the 11th century by the Almoravids, and inscribed on the list of UNESCO World Heritage since 1985, Marrakech was for a long time a major political, economic and cultural centre of the Muslim West, reigning over North Africa and Andalusia. Known as the Red City, Marrakech is a culturally rich and diverse city, with a genuine culture, architecture, The Majorelle Garden. cuisine and people that reflect the influence of traders, inhabitants and rulers who have gone before. Because of its rich culture, Marrakech serves as the chic capital of Morocco as it attracts many tourists, especially from Europe, and it has become one of the most popular travel destinations in the world. A dynamic centre of attraction, Marrakech has developed considerably over the last few decades, with the appearance of residential districts on the outskirts of the new city and new tourist districts. The city, historically subdivided into two distinct parts, was composed of the Medina, an ancient city surrounded by ramparts, and the New City composed of Gueliz and Hivernage. Built under the French protectorate, Guéliz constitutes today an important pole in the life of the city and conceals many shops, restaurants and places of relaxation. As a touristic capital, Marrakech has also seen the development of many hotels and leisure facilities. As a result of the rapid development of the tourist sector during the last few years, prestigious hotel and hospitality brands have now taken up residence in the districts of Hivernage and the new tourist area of Agdal. 220

4 Infrastructure, transport and connectivity The region of Marrakech-Safi has two airports, the Marrakech Menara airport in Marrakech, the main touristic airport of the country, and the Essaouira airport. The Marrakech Menara airport has a global capacity of 9 million passengers per year and is located at 6 km distance from the city centre. Air traffic (passengers) at the Marrakech Menara airport decreased by 2% in 2016 in comparison to 2015 (see table 13.1). Apart from the national carrier Royal Air Maroc, many international airlines fly to Marrakech with several flights per week, connecting Marrakech with main European capitals. The top-routes in were Marrakech- Paris (613,000 passengers), Marrakech London (304,000 passengers), Marrakech Madrid (276,000 passengers), Marrakech Marseille (139,000 passengers) and Marrakech Lyon (135,000 passengers). New air routes are currently being promoted and under development, including source markets in the Middle East (Qatar, Emirates and Saudi Airlines), the Russian Federation (Aeroflot), the United States of America (NY) and China (Shanghai). A second international airport is planned for Marrakech. With a total investment of MAD 4.3 billion (USD 455 million), the future Marrakech airport will have an annual capacity of 10 million passengers. Aside from the new airport, other relevant projects are being developed at this moment at regional level, including the new Port of Safi and the highway of Safi Béni Mellah. Table 13.1 Passengers and air traffic of Marrakech Menara airport, Overview of key attractions With its Medina and the Jamaâ el Fna Square, living heart of the city, classified as a UNESCO World Heritage Site in 2001, the Bahia and El-Badie palaces, the Madrasa Ali ben Youssef, the Koutoubia Mosque, the Almoravid Koubba, the Dar Si Said Museum of Moroccan Arts and Crafts, historical tombs such as the Saadian Tombs and its exceptional gardens like the La Majorelle Gardens, the Manara gardens or the Palmeraie de Marrakech, make Marrakech the cultural capital of Morocco. Offering a unique alchemy between tradition and modernity, the ambition is to make Marrakech a worldclass city-break destination centered around the living culture. Marrakech gastronomy, a mixture of flavours of Africa and the Middle East from high-end Michelin-starred restaurants to street food, is other key contributors to region s appeal as a leisure destination among international visitors. According to CNN Travel, Marrakech ranked 11th in the CNN Travel 2017 ranking of 23 best cities in the world for street food). 2 Popular day excursions include the Toubkal National Park (dotted with cliffs, lakes, gorges, ridges and streams), the Setti-Fatma waterfalls, the plateau of Aguergour, the Ait Mizane valley, and the Jbel Toubkal, the highest point of the High Atlas mountains. The city of Essaouira (The Art of Living) is also within easy reach on the Atlantic coast and offers important historical and cultural heritage with its Medina, a UNESCO World Heritage Site. Year Change (%) Passengers 3,891,761 3,979,823-2 Air traffic 28,998 30,792-6 Source: Délégation Régionale du tourisme. 221

5 Tourism flows A total of 10.3 million tourists visited Morocco in 2016, an increase of 1.5% compared to The two tourist centres of Marrakech and Agadir accounted for 60% of the total overnight stays in 2016 registering increases of 6% and 4% respectively. At the level of the City of Marrakech, tourist arrivals during the year 2016, reached 1.9 million, an increase of 6.5% compared to 2015, while overnight stays in classified accommodation establishments increased by 6,4% in 2016, compared with This increase was mainly due to COP22 conference held in November Tourism source markets and seasonality In 2016, International tourism accounted for 72% of overnight stays, with the French market accounting for 28%, followed by the United Kingdom and German markets with 16% and 4%, respectively. Other source markets include: Benelux, Italy, Scandinavia and United States of America. It should be noted that all source markets recorded an increase in 2016, except for the German, Italian, Dutch and Belgian markets, which registered a decrease of Figure 13.1 Source markets based on bednights, 2016 Italy (1) Netherlands (1) Belgium (2) Spain (2) Germany (4) Other (19) 28%, 30%, 18% and 12%, respectively. The increase of domestic tourism (up 13% in arrivals and 11% in overnight stays) was partially offset the decline in the international arrivals (see figure 13.1). The bed capacity at the end of 2016 was estimated at 68,667 beds, representing an increase of 4.3% compared to In terms of room occupancy, the occupancy rate reached 47.5% in Marrakech experiences strong seasonality patterns resulting from the high temperatures in the summer months and relatively low temperatures in winter. Current promotional strategy also seeks to increase occupation between Monday and Wednesday since these are the days of the week that experience lower occupation rates Economic impact The Marrakech-Safi region accounts for 20% of the national hotel capacity, with nearly 60,000 beds, 20,000 of which are classified hotels, while the number of overnight stays is approximately six million. The sector generates nearly 55,000 jobs. The weight of tourism activity in the generation of value added at the national level is 9%, it remains well above the national average of 3%. Morocco (28) United Kingdom (16) France (28) Source: Wilaya Région Marrakech Safi Division des Affaires Economiques et Coordination. 222

6 Tourism enterprises The city has a mix collection of accommodation concepts, from new modern style hotels in the Palmeraie of Marrakech, to design and Art deco style hotels or new modern and graphic boutique hotels in Gueliz, an important pole in the life of the city with many shops, restaurants and places of relaxation. Some of the most renowned international hotel chains and brand are currently present in Marrakech, including Four Seasons, Radisson, Hyatt, Mandarin Oriental, etc. as well of the traditional luxury hotels from Marrakech such as La Mamounia or Royal Mansour. The total number of tourism infrastructure projects commissioned in 2016 were 38, among which 26 hotels and guest houses 5 which means an additional capacity of beds. Architecture of the famous La Mamounia Hotel. 223

7 13.2 Key performance areas Destination management Structure of the DMO The Regional Council of Tourism of Marrakech (Conseil Regional du Tourisme de Marrakech CRT Marrakech) is the organization in charge of developing and promoting tourism in the region of Marrakech Safi. The CRT was created in the form of an Association within the framework of article 57 of the Implementing Agreement of the Framework Agreement signed under the Presidency of her Majesty the King of Morocco in 2001: Establishment of joint bodies, at regional level, to organize the public/private cooperation, ensure rigorous planning and ensure coordinated implementation of the new tourism policy. Ali Ben Youssef. The private sector college composed of regional and tourism-related professional associations, represented by their respective chairmen or secretaries-general; The college of local and regional authorities, chambers of commerce, industry and services and craft chambers, all represented by their President or by a Vice-President; The college of civil personalities composed of natural persons and legal persons who participate in the promotion and development of tourism either directly or indirectly; Permanent members of Royal Air Maroc, the Moroccan National Tourist Office, the Caisse de Dépôt and Gestion, the National Airports Office, the Crédit Immobilier et Hôtelier and the Groupement Professionnel des Banques du Maroc, Represented respectively by their President, their Secretary- General, or by a duly authorized representative; and The association consists of honorary members and active members. The active members are comprised of representatives from three colleges and of permanent members: Other active members composed of any bodies or individuals wishing to contribute to the promotion of Marrakech. 224

8 The active members undertake to contribute, in addition to the contributions due to their respective associations, in the form of contributions, an annual contribution to the budget of the association on the proposal of the Executive Committee. Through the development of tourist activity; To defend and obtain from the competent authorities any special measures or arrangements which the tourism industry may benefit from; and - Tuesday, February 27, :34:38 AM - UNWTO Publishing IP Address: The Executive Committee, on the proposal of the President of the CRT, appoints a Director to assist the President in the management of the association. Objectives Created to become a force for reflection and proposal, as a consultation space to facilitate and organize and to support tourism development in the region, CRT s main objectives are: To direct and encourage the development of the activities of its members and to study to this effect moral, economic, social, technical, financial, legal, fiscal, customs or other matters; To contribute to and develop the tourism industry within the general economy of the country; To contribute by all means to the achievement of conditions conducive to the rapid and harmonious development of tourism, in particular through the use of local savings, the attraction of foreign capital, the formation of national companies or agreements, regional planning, the choice of investments, the establishment of the necessary infrastructure, removal of the causes of underdevelopment and of any deficiencies; To give the public authorities all advisory opinions on new investments and tourist activities, in close collaboration with the Regional Investment Centres (CRI); and To work for the positioning of Marrakech and its hinterland: To carry out all surveys, studies, statistics, gather information, organize any publicity, to take any initiatives within the framework of the tourism industry which may facilitate its development or solve its problems. Areas of activity and principles Its main areas of activity are: tourism promotion, air connectivity, product development, and investment attraction The main principles of action of the CRT are: The mobilization of the 3 partners (public sector, private sector and elected officials); The strengthening of structures: strong professional associations; To improve collective efficiency (Marrakech has experts & talent by segment and market); To have a common and shared vision; and To contribute to the attractiveness of the destination. By standardizing the product of its environment; By promoting the destination Marrakech; By developing relations with the Operator Towers; 225

9 Tourism development policy 1. Morocco s tourism development strategy: the 2020 Vision Linked to the Regional Development Plan, Morocco s overall tourism development strategy is defined in the 2020 Vision, developed by the Ministry of Tourism, and is defined by specific touristic regions, including Marrakech. Each region is headed by its own Tourism Development Agency and has clearly defined goals to build new tourism facilities, attractions and infrastructure. The objective of Vision 2020 is to continue to make tourism a driving force for development in Morocco, in particular in terms of GDP growth; regions participation in value creation; modernization of Morocco in the globalization process; preservation, valorization and promotion of the natural and cultural heritage. The Vision aims to raise Morocco on 2020 among the top-20 tourist destinations in the world, while at the same time establishing itself as a reference destination for sustainable development in the Mediterranean region. 2. Regional Programme Contract (CPR) of the Marrakech-Tensift-Al Haouz Region With regard to the ambitions established in the framework of Vision 2020, the specific objectives for the Marrakech-Tensift-Al Haouz Region will be achieved through the implementation of several action plans, defined in consultation with the different parties and described in this Regional Programme Agreement (Contrat Programme Régional CPR). The action plans for the region are structured around nine axes: Axis 1: Product development; Axis 2: Support to investment; Axis 3: Promotion and marketing; Axis 4: Air transport; Axis 5: Competitiveness of the tourism actors fabric; Axis 6: Human capital; Axis 7: Sustainability; Waterfall of Mrs. Fatima. Axis 8: Tourism environment and infrastructure; and Axis 9: Governance and management of the CPR. 226

10 According to the CPR of the Marrakech-Tensift-Al Haouz region, given the great diversity of its tourist resources, its exotic environments for the traveller and the authenticity of the experiences it can offer, the region can fully satisfy the tourists who seek to combine two elements in their travels: a discovery and a cultural scenery, with the sites of Marrakech and Essaouira, and an immersion in nature, with the site of Toubkal and valleys. Marrakech will continue to develop on the basis of an offer focused mainly on their intangible heritage (the real-time experience of the local culture and its contextualization by its history), and on travellers who love culture as a component that is imprinted in the whole environment of their journey, but which does not constitute a demanding visiting activity in time and attention, and which naturally combines with activities, such as strolling and shopping, which are mainly of playful nature and relaxation. In terms of supply structuring, this means, in particular, that efforts should be made to develop more synergies between Marrakech, its hinterland and the Essaouira site, in terms of excursions, combined stays and transportation. It will also be necessary to extend the tourist area (Medina and surroundings), and to strengthen its offer of products and services. Overall, the region s ambition as stated in the CPR is to attract 3.9 million tourists by To do so, 36,000 additional beds will be placed on the market, bringing the total capacity to 96,000 beds. 3. Main tourism development constraints The 2020 Vision identifies two main constraints for the tourism development and growth in the Marrakech -Safi region: A lack of trained human resources due to the underdimensioning of the current training offer in the hotel and hospitality industry; and A qualitative inadequacy in relation to the expectations, requirements and standards of international travellers. In order to support its growth, it will be necessary to upgrade the quality and the capacities of the training offer. The region will also need to continue to take into account the relative fragility of its natural environment, including the risks of further degradation of the palm grove (Palmeraie de Marrakech); the increasing pressures due to urbanization; the problem of depletion of water resources due to urban, agricultural, hotel and golf activities; and the risk of further deterioration of the dunes of Essaouira. Sustainable and controlled development of the tourist activity is essential in order to perpetuate the development of the region. 4. The Strategic Plan for the Development and Urban Planning of the City of Marrakech Looking into the past, the city developed the Strategic Plan for the Development and Urban Planning for the City of Marrakech The strategic vision defined for Marrakech was Marrakech, a sustainable and attractive smart world metropolis, serving the marrakchis, while being a space for welcome, meeting and international dialogue. The strategic and urban plan included different projects for the dynamization of Marrakech with two main objectives: preserve and transmit the memory of Marrakech and put citizens at the centre of development. These projects included five main areas: 1. Heritage and culture: valuation of the heritage of Marrakech; 2. Mobility and accessibility: urban mobility (including accessibility to the city centre); 3. Environment and sustainable development: the Green Frame project (Le Trame Verte), including also the development and preservation of the Palmeraie of Marrakech; 4. Urban integration of the different neighbourhoods; and 5. Large equipment. 227

11 Marketing strategy and USP Tourism promotion - Tuesday, February 27, :34:38 AM - UNWTO Publishing IP Address: According to CRT the ten main reasons to visit Marrakech are: proximity, authenticity, security, good weather, flights connectivity, world-class venues, mix of business and leisure, good value for money, international brand accommodation, and sustainability. The DNA of the Marrakech Region is based on deep contrasts: History and cultural heritage vs Trendy and chic ; All budget destination vs Luxury collection ; Mountains and snow vs Palm grove and camels ; and Proximity to Europe vs Change of Scenery (Depaysement). Marrakech intends to combine two complementary positions in its positioning: as a destination city-break, as well as a MICE destination. City-break destination: Marrakech is well positioned as a city-break destination. To raise these numbers further, several projects have been launched in recent years with the aim of generating more entertainment and leisure offerings, ranging from development of new cultural options (i.e. museums and theatres), to gastronomy, enhancing architecture or increasing the quality and diversity of retail and shopping offering. Improving air connectivity and frequencies is also a priority; and MICE destination: Marrakech is the leading destination for meetings, incentives, conferences and exhibitions (MICE) in Morocco, measured by both, capacity and number of events held. Although the MICE segment represents between 15% and 20% of total tourism in Marrakech, according to CRT, there is still a long way to go. At the moment, there is not currently a specific organization or structure in charge of the promotion and attraction of international events (currently being done by different public and private actors, including the CRT). CRT is responsible for the tourism marketing and promotion of the city and region and develops different off and on line promotional activities and initiatives together with the key stakeholders of the city and region all year round. These promotional initiatives include, among other, the development and management of the official regional tourism website; the development of educational tours, fam trips and press trips for opinion leader and bloggers in the different segments (classic; MICE; art de vivre, gastronomy and wellness; golf; nature and adventure; etc.); participation in events in Morocco and abroad; etc. Performance measurement tools Although the CRT does not have a tourism observatory or unit as such, the organization handles different tourism information and statistics produced on their own or provided by different organizations and tourism stakeholders. One of these organizations is the Tourism Observatory from Morocco (Observatoire du Turisme de Maroc (OT)). 7 The mission of the OT is articulated around four main axes: 1. As an information source; 2. As a management tool and exchange platform; 3. As analysis and monitoring tool; and 4. As a prediction tool and decision-making guide. 228

12 Social and cultural perspective Cultural development strategy If in any aspect especially highlights Marrakech in terms of city tourism performance is in the social and cultural perspective both in terms of attractiveness and in tourism management and promotion. Being aware that the key tourist assets in Marrakech revolve around its many, diverse and authentic heritage and cultural assets and offering as well as on the openness and kindness of its citizens, Marrakech- Safi undertakes different public and private initiatives to foster culture and authenticity as a key element to enhance tourism attraction and differentiation and, at the same time, to ensure the preservation of the existing cultural heritage and involve and engage residents in the tourism sector and to satisfy their basic needs. A large amount of resources from different public stakeholders (Wilaya de la Région de Marrakeh, Comune Urbane de Marrakech, Ministère de la Culture, Artisant du Maroc, Ministère des Habous et des Affaires Islamiques, etc.) are invested every year in cultural infrastructure and attractions as well as in conservation and enhancement of existing cultural infrastructure, including some of the most relevant attractions in Marrakech such as its UNESCO World Heritage classified site, the Marrakech Medina and Jamaâ el Fna Square. Attractions Koutoubia Mosque. Marrakech has and offers a wide variety and diversity of cultural resources and attractions to visitors including cultural heritage, museums, fairs and local traditions and international cultural events. Perhaps one of the most significant and distinctive assets and tourism attractions in Morocco and in Marrakech are crafts. 114,000 artisans work in the sector, almost 50% of the active population employed, with 34% of women 8 37% work within premises for professional use and 63% work at home. 46% of craft premises are concentrated inside the Medina and 80% of craftsmen are under 40 years of age. Crafts also represent a significant export sector for the region counting MAD 2 billion (USD 212 million) in exports in The main products produced and exported were wrought iron, wood, leather and pottery. The main exports markets are the United States of America, France and Germany. 229

13 Due to the strategic role of the craft sector in economic development, exports, employment development, gender equality, responsible tourism, and sustainable development, different initiatives are put in place: through the Délégation Régionale de l Artisanat as well as through other public private initiatives (the Centre de Formation et Qualification dans le Métiers de l Artisanat in Marrakech, the Circuits Touristiques de Marrakech Médina and the L Association Assafou pour le Développemen project). Events One of the key areas for Marrakech cultural dynamism, tourism attractiveness and economic development is the hosting and organization of a wide variety of business, leisure and cultural events of all kinds, local and international. There is growing interest in hosting international events and the city is home to the country s largest congress and exhibition centres (i.e. the Mogador Palace Conference and Exhibition Centre, inaugurated in 2013, the Palais de Congrès at the Palmeraie of Marrakech, the Palmeraie Golf Palace and other) with new dedicated MICE infrastructures and spaces coming into the market every year, including the new Convention and Exhibition Centre, with an investment Orange Juice Stall. of around MAD 60 million (USD 6.3 million) which will accompany the policy of tourist attraction and economic development of the Marrakech-Safi region. On 7 16 November 2016, the city hosted the COP22 UN Climate Change Conference, a major global event that brought the world s attention to Marrakech. Marrakech is also known for some international renowned cultural, leisure, sports and professional events such as the International Film Festival of Marrakech 9, created in 2001 by His Majesty King Mohammed VI to promote arts and the film industry in Morocco; the Festival International de Danse Contemporaine de Marrakech, this year in its 12th edition; the National Popular Arts Festival, Marrakech oldest festival; the Oasis electronic music festival; the Marrakech Golf Festival; the Marrakech Biennial contemporary art fair; the Marathon and Semi Marathon International de Marrakech, and many other culture, leisure, sport and professional festivals and events. 230

14 13.3 Success stories The rehabilitation of the Medina of Marrakech Introduction Places of great social mix and varied and ancestral human activities, Medinas constitute an authentic and vibrant heritage where residential, economic, social, cultural and artisan functions come together. Their great heritage value allows them to exert an undeniable tourist attraction. The natural environment of the Medina of Marrakech is a major asset. Covering an area of 600 hectares, it is considered as one of the largest Medinas in Morocco, as well as the most populated in North Africa. It is one of the emblematic landmarks of the Kingdom and the main tourist attraction of Marrakech. Surrounded by 19 km of walls with doors, its imposing ramparts built in mud show, according to the variations of the lighting, admirable reflections glowing. Over time, this heritage, which has not been maintained, has deteriorated considerably. Awareness of the seriousness of this degradation, as well as the dangers posed by the buildings threatening to collapse, led the public authorities to take a number of actions. It is within this framework that a programme of re-qualification of the Medina has been launched. Key strategies and initiatives Bad Agnaou Door. As part of this programme, the rehabilitation of the Mellah is strategic because of the historical significance of the site and its location at the entrance to the Medina. The conventional framework of this project involves these main actors: the Urban Commune of Marrakech, the Ministry of the Interior and the Ministry of Housing and Urban Policy. At the heart of this vast programme of comprehensive management of the Marrakesh Medina, through the rehabilitation of certain outdated districts and the development of tourist squares and circuits, the intervention strategy adopted was to promote economic activities for that the Mellah district is integrated with the development and the urban and economic dynamics of the Medina. 231

15 The main lines of action have been: The demolition of ruins and the evacuation of rubble; The valuation of tourist circuits through the rehabilitation and consolidation of buildings; Carrying out of the works of pedestrian alleys, squares, car parks and public works; The rehabilitation of six ondouks to encourage artisanal and commercial activities; and Upgrading of green spaces and integration of street furniture. The rehabilitation of the Mellah of Marrakech was a project commissioned by the Urban Commune of Marrakech and developed by the Al Omrane Marrakech Company, the national operator in charge of the implementation of the new State policy in the housing sector and town planning, with a budget of MAD 194 million (USD 20.5 million) in total, financed by the Ministry of Housing and Urban Policy. Thanks to targeted actions, the rehabilitation of the Mellah made it possible to highlight the living heritage of this former district Le Musée Mohammed VI pour la civilisation de l eau au Maroc Aman Introduction Musée Mohammed VI - Aman. The Mohammed VI museum for the civilization of water in Morocco (Musée Mohammed VI pour la civilisation de l eau au Maroc Aman), founded by the Ministry of Habous and Islamic Affairs, is an unprecedented project in Marrakech, which owes its growth to the thousand-year-old savoir faire of Moroccans in the management of the water. This new generation museum is at the same time historical, scientific, cultural, pedagogical and playful. The museum opened its doors to the public in May The museum is part of the new vision of the kingdom (investing the immense deposit of cultural and creative industries), and it is a cultural institution whose vocation is to preserve the memory, to diffuse and to highlight the hydraulic Moroccan heritage as a referent of the management of the water at the world level. A museum dedicated, at the same time, to the spiritual dimension of water, to the hygienic and ritual uses of water, to the economic uses and traditional techniques of water, to the knowledge of legal and negotiation heritage in the field of water, to the appreciation of 232

16 traditional wisdom in the water economy and to recall of traditional beliefs and inspirations related to water. Scientific museum, contemporary and interactive interpretation centre, place of education and training, the Museum Mohammed VI for the civilization of water in Morocco Aman, wants to be the biggest museum dealing with the theme of water in Africa. Key strategies and initiatives The mission of the museum is served by a real framework of museum resources: scenography, objects, models, maps, photos, handwritten documents, multimedia audio-visual supports, etc. This museum aims to be an attractive and innovative place for the general public, it was created in homage to the Moroccan genius in the management of Water, to the historical role of the Habous in the water management and in tribute to the contemporary work of his late Majesty King Hassan II and his majesty King Mohammed VI in the political and hydraulic realizations of the kingdom. The tour offers an immersion experience in the theme of water, which is the subject of a differentiated scenographic treatment, enhanced by a spectacular sound and light show. Deployed over an area of 5 hectares, the museum consists of 2 parts, the park project and the building. By far one of the most modern cultural sites in Africa, the Mohamed VI Museum for the civilization of water in Morocco Aman, is one of the most important places in the Marrakchi landscape. Due to the wealth of its architecture, its presentation and the message it conveys man and water in Morocco, renewed genius and tradition through installations, models, new technology used, the historic reconstruction and above all the unique atmosphere in which the visitor is immersed, the Museum Amam will make you travel through the hydraulic epic and its challenge in Morocco and will reveal all about the water policy in Morocco and the Moroccan genius in the Entrepreneurship of this wealth. The museum has more than 2,000 m 2 of permanent exhibition, an itinerary through Moroccan hydraulic engineering, both traditional and modern, and an invitation to ask questions about current and future challenges. It also has infrastructures for research and activities: A multipurpose room (300 people) for temporary exhibitions, symposiums and seminars; A media library and archives room for researchers; and Workshop rooms for educational activities. The museum has also planned to develop the water theme park project. Set on 3 ha, the park projected next to the building will be a model for the revitalization of the Marrakech palm grove. Living replicas of the traditional hydraulic heritage with seguias, matfias, fountains, in addition to the three elements already installed at the entrance of the museum: the water mill, the distributor and the noria; Demonstration of good ecological practices: storm water management, wastewater treatment and reuse, photo-voltaic pergola, ecological agriculture, water saving devices, etc.; and An open-air amphitheatre for concerts and shows, an outdoor esplanade equipped for fairs and ceremonies, as well as an area for educational games. Chapter 13 Endnotes 1 Data from the Office National des Aéroports (2016). 2 CNN Travel (2017), Best 23 cities for street food from Miami to Tokyo (online), available at: 3 Observatory on Tourism in Morocco. 4 According to the Délégation Régionale de Tourisme. 5 Data provided by the Wilaya de la Règion de Marrakech Safi. 6 Plan stratégique de développement et d aménagement urbain de la ville de Marrakech (2011) Wilaya Région Marrakech Safi Division des Affaires Economiques et Coordination and Délégation Régionale de l Artisanat. 9 Festival International du Film de Marrakech, available at: 233