The Moroccan tourism sector has shown strong signs of recovery after the COVID-19 pandemic.
Rabat – The Spanish consulting firm Bloom Consulting has classified Morocco as one of the best places for investors and tourists interested in Africa, placing the North African kingdom as the third most attractive destination on the continent for tourism and the fourth best country for trade in the African continent.
Bloom Consulting has published its 2022-2023 Country Brand Rankings for tourism and commerce, which includes a total of 80 countries around the world. The tourism ranking examines the economic results, digital attractiveness, performance and online presence of the participating countries, as well as the Country Brand Strategy (CBS).
With a “BBB” Country Brand Rating (CBS), Morocco ranked 43rd in the world in tourism. For its part, Egypt led the continent as the most attractive country for tourism, while it ranked 25th worldwide.
"Egypt shows serious determination, placing itself at number 25 in the ranking," the report stated, stating that the country "has demonstrated great strength in overcoming internal challenges and social unrest."
South Africa followed in third place continentally and ranked 41st globally, while Mauritius and Tanzania ranked fourth and fifth, respectively.
Morocco ranked fourth in Bloom Consulting's Country Brand Rankings for commerce, with a CBS "A" rating. The North African country occupies 50th place in the world.
Egypt followed in fifth place, dropping two places compared to last year's ranking. The report does not attribute the ranking to a poor performance of Egyptian indicators, but to the effectiveness of Moroccan policies in attracting foreign investment.
"Morocco has just skyrocketed, having launched an economic modernization program in 2020 with the intention of attracting foreign investment," the report explains.
Meanwhile, Nigeria led the trade of the African continent (36th globally), followed by South Africa in second place (39th globally).
The classification was based on five variables, including the attraction of investments, tourism and talent, as well as the strengthening of the prominence of the countries (increased public diplomacy effort) and exports.
Morocco's tourism and business sectors have suffered greatly over the past two years due to the COVID-19 pandemic, but the country launched a series of measures to help return to pre-pandemic records.
«The tourism sector has demonstrated good recovery capacity and has managed to resume its results prior to the COVID pandemic, thanks to a series of initiatives launched by the government so that tourism activity can once again live up to its achievements in the past," declared the Moroccan Minister of Tourism, Fatim Zahra Ammor, last month.
Meanwhile, the Moroccan central bank, Bank Al-Maghrib, indicated in August 2022 that the flow of Foreign Direct Investments (FDI) in Morocco registered a strong post-pandemic recovery, totaling 1,647 million dollars at the end of 2021.