Marrakech’s Moment: Highlights From the Tours & Activities Digital Acceleration Workshop

Marrakech has rarely felt more ready. Opening our Tours & Activities Digital Acceleration Workshop, CNT President Mr. Bentahar described a sector that has moved from recovery to record performance, with tourism revenue now growing faster than arrivals. His message to the room was clear: the next chapter of Moroccan tourism will be won on value, not just volume.

That means experiences. Hammams, desert excursions, rooftop dinners, walking tours, food and craft. The things that turn Morocco from a place to visit into a place to live, taste and feel. For the operators who build them, it is a genuine opportunity. But, as Mr. Bentahar noted, it only holds if capacity, air connectivity and digital maturity grow to match the demand, especially in destinations like Marrakech and Agadir that already run above 70% occupancy.

That last point is exactly where the workshop came in. Rezdy and Regiondo brought Marrakech operators together for an afternoon focused on one practical question: how do you turn strong demand into sustainable bookings and profit? Here are the highlights.

The market recovered. The rules changed.

The first headline is an encouraging one. Global revenue from travel experiences reached 107% of 2019 levels in 2025. Demand is not the problem anymore. Capturing it profitably is.

Travelers still desire Marrakech, but they are choosing more carefully. They compare more, read more reviews, and expect a booking process that is fast and reassuring. Most are international, around seven in ten in many markets, and most now book online: online sales rose from 51% in 2019 to 61% in 2025.

They also travel less often and plan more. 69% of European travelers took only one to three leisure trips last year, and they pack around 3.8 experiences into each one. So the question is not whether someone will book an experience in Marrakech; rather, how many will you be able to capture?

Visibility is being redrawn

Being good is no longer enough if travelers cannot find and book you easily. OTAs now account for 37% of tour and activity bookings, while direct sales are under pressure.

Two newer channels stood out in discussion. AI search as the fastest-growing discovery layer: travelers ask ChatGPT or Gemini for the best hammam for couples or the best day trip from Marrakech, and if those tools do not understand your business, you will not be recommended.

And Google Things To Do connects Search and Maps directly to your real-time availability, with no OTA commission attached. Both reward specific, well-structured content. Generic pages stay invisible. Pages that answer the real questions, what is included, what to bring, is it private, how long it lasts, are the ones that sell.

There was also a hard truth about profitability. Around 70% of operators are profitable, but only about half clear a 10% margin, and one in five do not know their profitability at all. The fix is a sequence, not a single move: a solid reservation system first, then digital presence, multichannel distribution, premium products and pricing. Smart pricing is not possible without smart inventory.

Four things operators can do tomorrow

The second half of the afternoon was deliberately practical. Four tactics you can start applying with your current products:

• Stop selling a single price. One product at one price forces travelers to compare on price alone. Offer Basic, Standard and VIP instead, and they start asking which version is right for them, not who is cheapest. Around 20% actively want the premium option, if you give them one to buy.
• Sell more to the same customer. Growth is about value per booking, not only more bookings. Guides and staff are your most trusted salespeople: a recommendation right after a great experience converts. And reviews, asked for while the emotion is still fresh, feed trust, local SEO and AI visibility.
• Generate extra revenue, and automate the rest. Photos, transfers, tea ceremonies, gift vouchers and upgrades all add value guests already want. Then free your team from repetitive confirmations and FAQs with automation, so their best energy goes to selling and service rather than cancellations.
• Sell the destination, not just the activity. A traveler can spend around 800 euros across a four-day Marrakech stay. Connect your experience to the next natural step, a hammam after a Medina tour, a rooftop dinner after the desert, a Berber breakfast after the balloon, and you capture more of that journey.

The thread running through all four: Marrakech is not one product, it is an ecosystem of moments. The operators who win think beyond their own activity.

Get the full workshop slides

Want the complete picture? We have packaged the entire workshop deck as a free download. It is the same playbook the room worked through, yours to keep and share with your team, available in both English and French. Add your email below and we will send the slides straight over.

Where to catch Rezdy next

Marrakech was one stop on a much longer road. We are running workshops and showing up at industry events around the world through the rest of the year, and we would love to see you at one. Take a look at where we will be next on our events page and come say hello. The traveler is already here. The real question is how much of the journey, the booking and the value you are ready to capture.