Rabat – Morocco successfully hosted the 6th edition of “La Secret Destination,” an innovative concept imagined by The MICE Expert and organized by KTI Voyages in collaboration with the Moroccan National Tourist Office.
The event brought together around 100 decision-makers from leading French MICE agencies for a unique immersive experience, one where the destination remained a secret until landing.
Following previous editions in Abu Dhabi and Cappadocia, this year’s spotlight turned to Morocco’s Grand South under the theme “Adventure and MICE, differently.”
The journey began in Erfoud with a convivial evening featuring a comedy show by Moroccan stand-up talents based in France, setting the tone for a journey rooted in connection and shared эмоtion.
Participants then headed to the dunes of Merzouga, where a workshop combined with an open-air concert offered a memorable desert experience.
The journey continued to Ouarzazate, often referred to as the gateway to the Sahara.
One of the most impactful moments of the program took place in a local school near Ouarzazate, where participants engaged in a collective solidarity initiative.
Funds raised by agencies and partners were allocated to renovation works and the construction of a sports field.
The visit, accompanied by a traditional couscous meal prepared by local families, left a lasting impression on attendees, highlighting Morocco’s values of authenticity, generosity, and community spirit.
The discovery of Ouarzazate, known as the “land of a thousand kasbahs,” served as a highlight of the experience.
Participants explored the region’s infrastructure, diverse offerings, and strong potential as a MICE destination.
The program also included a stay at the iconic Berbère Palace, a landmark property that has hosted numerous international film productions.
The event concluded with a memorable gala evening held at the renowned Atlas Studios and CLA Studios, the largest film studios in Africa.
Guests experienced an immersive program featuring set visits, stunt demonstrations, and reenactments inspired by major productions such as Gladiator, Kingdom of Heaven, Cleopatra, and Game of Thrones.
The transformation of the studios’ marketplace into a unique reception space provided a spectacular finale blending entertainment, emotion, and networking.
This 6th edition concluded on a unanimously positive note, with participants leaving inspired and impressed by the Grand South’s potential for MICE tourism.
Many highlighted the quality of the experiences, the authenticity of the encounters, and the destination’s distinctive appeal.
The event stands as a testament to effective collaboration between key stakeholders, including The MICE Expert (France), KTI Voyages (Morocco), the ONMT Paris office, and the Atlas & CLA Studios in Ouarzazate, further reinforcing Morocco’s position as a leading destination for experiential business tourism.
