Essaouira, first destination labeled CreativeFriendly in Morocco and the African continent.

On this Monday, May 16, Essaouira became the first CreativeFriendly labeled destination in Morocco and the African continent.

The director of the Creative Tourism Network® (CTN), Caroline Couret, presented this distinction to the President of the Provincial Council of Tourism, Mr. Redwane Khanne, in the presence of Mr. Younes Dbibirha, Provincial Delegate of Tourism, Mrs. Zhor Amhaouch, Provincial Director of Culture, of the SDL Essaouira Culture Art et Patrimoine, among other representatives of tourism and culture in Essaouira, and in a place that could not be more emblematic of the cultural DNA of the city, the Dar Souiri Palace, headquarters of the Essaouira Mogador Association.

This recognition is the result of a year of work between the CTN and the Provincial Delegation of Tourism of Essaouira, in order to create a framework conducive to the collaboration of local actors to co-create creative tourism experiences that meet the new generations of traveler’s demands, in terms of authenticity and human values, and which allow the creation of an ecosystem between artists, craftsmen, creative industries, the tourism and hotel sector, and of course, the population.

Mr. Redwane Khanne welcomed this joining the network as a new opportunity to convert the cultural potential of Essaouira into a pioneering tourism model, synonymous with economic development but also with respect for culture and inhabitants.

Mr. Younes Dbibirha also underlined the importance of Essaouira’s membership in the Creative Tourism Network® to capitalize on Essaouira’s various achievements, in particular its designation by UNESCO as a Creative City of Music.

Caroline Couret for her part congratulated Mr. Khanne and Mr. Dbibirha for their involvement and their sensitivity to this project. For the director of the Creative Tourism Network®, if the cultural identity of Essaouira makes it a unique place in the world, which offers an inspiring atmosphere for any creative traveler, the success of a project relies heavily on the support of local institutions. . The innovative vision of tourism of Messrs. Khanne and Mr. Dbibirha was essential to develop this project in Essaouira.

This involvement was confirmed by the participation and enthusiasm of Ms. Zhor Amhaouch, Provincial Director of Culture, for whom tourism and culture are one, and who works on projects making Essaouira a national observatory of culture and creativity.

These synergies around tourism and creativity were also highlighted by the presentation of the “Creative Tourism Award” Trophy to the Boutique Hotel “Salut Maroc”, which was elected “World Best Creative Hotel” among 206 applications, by an International Jury, made up of independent experts. Caroline Couret awarded the prize by insisting on the unique experience offered by this establishment, for its fusion between tradition and design, but also as a place of meetings and cultural exchanges between locals and travelers.

The act was closed by the joint signature of Mr. Redwane Khanne and Mrs. Caroline Couret, of a partnership agreement, which thus augurs the beginning of a fruitful collaboration, with a view to the development of virtuous tourism.


Photo: @khermouisart