Fez — Essaouira has stepped up efforts to consolidate its position in the Spanish tourism market, hosting more than 60 major players from Spain’s travel distribution sector at a professional seminar held Sunday in the coastal city.
Organized by the Provincial Tourism Council of Essaouira in partnership with the Moroccan National Tourist Office and Spanish airline Vueling, the event is part of the strategic “Essaouira Connect” program running from February 20 to 24. The initiative aims to strengthen professional partnerships and increase tourist flows between Morocco and Spain.
Participants include representatives of airlines, travel agencies, and tour operators, notably from the Andalusian Federation of Travel Agencies (FAAV) and the Catalan Federation of Travel Agencies (ACAVE).
Boosting direct air connections
A key objective of the seminar is to support and sustain direct air routes linking Barcelona and Seville with Essaouira. Organizers view these connections as strategic assets for increasing arrivals from Andalusia and Catalonia and enhancing the city’s overall attractiveness.
Through workshops and B2B networking sessions, local operators presented Essaouira’s cultural, seaside, and hospitality assets. The city continues to rank among the Moroccan destinations most favored by Spanish travelers in recent years.
Redwane Khanne, president of the Provincial Tourism Council of Essaouira, highlighted the strong ties between the city and southern Spain. He said the event seeks to generate concrete commercial commitments between local professionals and Spanish partners.
Beyond a simple familiarization trip, Khanne described “Essaouira Connect” as a structured development tool aimed at building lasting partnerships and strengthening the city’s positioning on the Andalusian and Catalan markets.
Positive feedback from Spanish operators
Younes Dbibirha, provincial tourism delegate, said the initiative enabled local tourism stakeholders to identify new potential partners and lay the groundwork for durable promotional agreements.
Spanish travel professionals welcomed the momentum. Jose Luis Galindo, general director of the Seville-based agency Viajes Catedral, praised the recent launch of direct Vueling flights from Barcelona and Seville to Essaouira, calling them a major asset for the destination’s growth.
He also pointed to what he described as a significant evolution in the city’s hotel offerings and services, noting improvements in infrastructure and hospitality standards.
Rosa Macia, representing the Catalan agency Evenia Travel, expressed enthusiasm after discovering the destination firsthand. She underlined the diversity of the accommodation offer and the quality of services available to clients from the Catalan market.
Showcasing the city’s assets
The “Essaouira Connect” program includes professional workshops, networking sessions, and site visits across the city. Participants toured the historic medina, ramparts, hotels, guesthouses, and cultural and seaside facilities to gain a closer understanding of the destination’s offerings.
Through this initiative, tourism stakeholders in Essaouira reaffirm their commitment to positioning the city as a leading cultural and seaside hub that combines authenticity, hospitality, and international openness.
