Fez — Saïdia Resorts has officially rebranded as Saïdia Mediterrania, unveiling a new organic visual identity and a broader positioning that aims to turn the seaside complex into a year-round Mediterranean destination rather than a purely summer resort.
The announcement, made on December 1, sets out three main pillars for this “rebirth”: a new visual language, an overhauled service architecture designed for multiple uses, and a strategy that opens the site to a wider range of experiences and seasons.
The ambition is clear: to become an authentic, joyful, and generous reference point on the Mediterranean, rooted in the Oriental region.
From resort complex to “territorial brand”
By adopting the name “Saïdia Mediterrania,” the destination wants to move beyond the image of a closed resort and present itself as a full “marque territoire” — a territorial brand connected to its wider region. The new positioning casts the site as a catalyst for a more sustainable tourism dynamic in the Oriental, with an emphasis on preserved nature and local identity.
The concept focuses on access to “authenticity”: each stay is presented as an intimate encounter with the Mediterranean and its hospitality, rather than just a standard beach holiday. This approach aligns with ongoing efforts to diversify Moroccan coastal tourism and extend activity beyond peak summer months.
A clam as symbol of an “organic renaissance”
At the center of the rebrand is a new visual emblem: a stylised clam, shown in layered blue and turquoise curves on the first page of the press document. According to the brand narrative, this clam goes beyond a simple logo to become a metaphor for protection, inner treasure, and openness.
The symbol draws directly from the local shoreline — water, wind, and sand — and invites visitors to “open their shell” and discover their own personal “pearl of happiness.” A fluid, rounded design and an energetic color palette are meant to reflect the variety of experiences on offer, from quiet relaxation to sport and events.
“We mean Joy”: an emotional playground
The new chapter is written under an English-language signature, “We mean Joy.” The slogan is intended to underscore that the destination is open all year, targeting families, solo travelers, local excursionists from the Oriental, and national and international tourists alike.
Saïdia Mediterrania’s activity grid is structured around four main universes. “Sun & Sea” captures the classic beach offer. “MICE” (meetings, incentives, conferences, exhibitions) targets corporate and professional events. “Multisport” brings together golf and water sports. “Well-being” focuses on relaxation and health-oriented stays. The idea is to turn the site into what the brand calls an “emotional playground,” where each visitor can find a personal way to experience joy on the Mediterranean.
Gateway to the Oriental’s landscapes
The press note also restates what Saïdia Mediterrania already has on the ground: 14 kilometers of Mediterranean beach, year-round sunshine, and proximity to the Moulouya river, classified as a Site of Biological and Ecological Interest (SIBE) for its rich fauna and flora. The resort is accessible via the airports of Oujda and Nador, and combines hotels, a marina, golf courses, an aquapark, restaurants, a shopping center, and seaside promenades.
Beyond the resort itself, Saïdia is presented as a starting point for exploring the Oriental’s natural landscapes, tying the new brand more closely to regional tourism circuits. Anchored in this setting, Saïdia Mediterrania’s refreshed identity seeks to align premium but accessible tourism with a stronger sense of place — and to make the clam-shaped logo a new visual shorthand for Morocco’s Mediterranean edge.
