Cap Hospitality: A historic opportunity to transform the Moroccan hotel industry
Morocco is at a turning point in its tourism development. By 2025 and 2030, the Kingdom will be hosting two major events: the African Cup of Nations and the Football World Cup. These events are much more than sporting competitions: they are catalysts for economic, social and regional transformation. Against this backdrop, the launch of the Cap Hospitality marks a strategic step for the entire national hotel sector. The aim of this large-scale scheme is to thoroughly modernise tourist accommodation establishments and bring them into line with international standards.
A strategic challenge for the Moroccan economy
Tourism represents around 7 % of Moroccan GDP and directly or indirectly supports hundreds of thousands of families. The image that the country projects to its visitors is therefore much more than a question of comfort: it is a national showcase. However, one thing has gradually become clear: a large proportion of Moroccan hotels are ageing, sometimes poorly adapted to the new expectations of travellers and often lagging behind international standards (accessibility, sustainability, connectivity, etc.).
Cap Hospitality is therefore acting as a structuring responseThe aim is clear: to reposition Morocco's hotel offering at the top end of the Mediterranean rankings.
An intelligent financing architecture
This programme is designed as an economic leverThe aim is to modernise the hotel industry, to improve the quality of service and to make it more competitive. The figures speak for themselves: the stated aim is to modernise 25,000 rooms across the Kingdom, via a total investment of 4 billion dirhams.
Eligible institutions will be able to obtain loans of up to 100 million dirhamsover extended periods (up to 12 years), with a two-year grace period. And above all, interest is paid in full by the StateThis will drastically reduce the financial burden on project sponsors. This is an exceptional budgetary effort, rare on a regional scale.
A modern and sustainable vision of the hotel industry
Cap Hospitality does more than just help repaint facades. The programme encourages profound qualitative change establishments :
- Complete rehabilitation buildings, improved accessibility, compliance with international standards.
- Upmarket rooms, services and communal areas to offer a world-class customer experience.
- Energy transitionThese include solar panels, reduced water consumption, thermal insulation and more.
- Digitalising services These include paperless check-in, home automation, broadband connectivity and intelligent reservation management.
- Team training The Group's commitment to quality: upgrading staff skills to ensure impeccable service.
This direction is clear: it's not just a question of renovating, but of reinventing Moroccan hospitality.
A response to new traveller profiles
The world of tourism has changed. Today's travellers, whether international or Moroccan, expect much more than clean walls and a comfortable bed. They are looking for authentic experiencesthe personalised servicethe transparency in environmental commitments, and a seamless connectivity. Cap Hospitality enables us to meet these expectations with a long-term vision.
It is also a response to new forms of competitionThese include platforms such as Airbnb and Booking, which are demanding ever higher levels of flexibility and innovation.
A selective and rigorous approach
Not all establishments are eligible. To avoid windfall effects, the authorities have put in place a series of measures. demanding criteria :
- Establishments must be classified and have not benefited from a renovation programme in the last five years. last five years.
- They must be up to date with their tax and social security obligationsin particular with the CNSS.
- Their financial situation must be sound, with no bad debts or legal proceedings in progress.
- They must present a at least three years' operating experiencewith certified financial statements.
The aim is clear: to direct funds towards serious players with a genuine transformation project.
How do I apply?
The procedure has been designed to be fast and digital :
- The official opening of the programme took place on 26 June 2024.
- A dedicated online platform has been set up via the SMIT (Société Marocaine d'Ingénierie Touristique) website.
- Applications will be open from 15 July 2024.
- Establishments have until 31 December 2025 to comply and benefit from preferential conditions.
Solid, committed partners
This initiative is supported by a powerful institutional ecosystem :
- Ministry of Tourism
- Ministry for the Budget
- Mohammed VI Investment Fund
- National Federation of the Hotel Industry
- Partner banks (Attijariwafa Bank, etc.)
- CNSS and technical experts
This network guarantees practical support, both administrative and technical.
A call for action from hoteliers
Cap Hospitality is much more than a subsidy programme. This is a an invitation to rethink moroccan hospitality. This is a unique opportunity to move away from a model that is sometimes rigid to one that is resolutely focused on the future, innovation and excellence. Moroccan hotels have everything to gain by repositioning themselves, not only to welcome the millions of tourists expected to attend the forthcoming major competitions, but also to establish the country's reputation in the long term. Morocco's international reputation hospitality.
Conclusion
Through Cap Hospitality, Morocco is making a a bold strategic move that of a in-depth modernisation of its hotel portfoliosupported by unprecedented government funding and a clear commitment to transformation. It is now up to land to play. Those who seize this opportunity will be part of the tourism landscape of the future.
