Visit Ouarzazate Brand Reaches Global Milestone, Driving tourism Conversion Ahead of 2030 World Cup
Table of Contents
- 1. Visit Ouarzazate Brand Reaches Global Milestone, Driving tourism Conversion Ahead of 2030 World Cup
- 2. Key Facts At A Glance
- 3. How did “Visit Ouarzazate” achieve benchmark status in the Kotler‑Led B2B management Study?
- 4. The Study that Redefined Territorial Branding
- 5. Core Elements That Propelled “Visit Ouarzazate” too Benchmark Status
- 6. Measurable impacts on B2B Relationships
- 7. Practical Tips for Replicating Ouarzazate’s Success
- 8. Real‑World Example: Ouarzazate Film Studios Collaboration
- 9. Economic Benefits for the Ouarzazate Region
- 10. Future outlook: Emerging Opportunities for “Visit Ouarzazate”
Breaking news: The Visit Ouarzazate territorial brand has been selected for inclusion in the B2B Brand Management Case Study Collection, a recognition that positions the destination as a leading model of strategic, sustainable branding on the world stage.
the honor, guided by top global marketers and experts including Philip Kotler, links a bold visual identity-drawn from kasbahs, desert panoramas, and Saharan light-with a promise of authentic and immersive experiences that blend tradition with modernity. Imane Sabir, head of the Provincial Tourism Council, calls the accolade a sign of “solidity and ambition” and a strategic lever too expand the destination’s international influence.
Ouarzazate is no longer seen merely as a film backdrop or transit point. It is indeed positioning itself as a comprehensive tourism hub grounded in sustainability,authenticity,and a diversity of experiences. From desert and oasis adventures to green valleys and UNESCO heritage architecture like the Aït Ben Haddou ksar, the city appeals to an international audience seeking meaningful and responsible travel.
Cinema remains a central economic and cultural engine, with studios, a cinema museum, and ongoing international productions boosting the city’s appeal and supporting local employment. This momentum drives the new Tourism Roadmap, which envisions Ouarzazate as a high-value hub offering trekking, desert and oasis escapes, cultural circuits, local cuisine, and crafts.
Several flagship programs accompany this upgrade, including Go Siyaha to assist tourism operators and Cap hospitality to raise hotel standards, alongside SMIT‘s diversification and innovation efforts. The Mystery Studio is being repositioned around immersive cinematography, while kasbahs are being converted into classified accommodations to meet higher hospitality benchmarks.
At the same time, the Rising Ouarzazate initiative, led by the National Tourism Office, is expanding international visibility through media partnerships and major events. A mobile-first, immersive digital strategy is modernizing the city’s image and reaching new audiences.
With the 2030 World Cup approaching, Ouarzazate will host training camps for visiting teams, providing a global platform to showcase modernization efforts and spur infrastructure upgrades. Between 2026 and 2030, the city aims to become an African and international model of creative, immersive, and sustainable tourism, transforming its image from a movie set into an exceptional, future-facing destination.
Editorial / Organized by APO Group
Key Facts At A Glance
| Milestone | Inclusion in the B2B Brand Management Case Study Collection |
|---|---|
| Brand Identity | Visual language inspired by kasbahs, desert light, and Saharan landscapes |
| Strategic Programs | Go Siyaha; Cap Hospitality; SMIT diversification; Mystery Studio repositioning |
| Initiatives | Rising Ouarzazate; UNESCO heritage site Aït Ben Haddou |
| Timeline | Tourism Roadmap leading to 2030 World Cup; 2026-2030 infrastructure modernization |
For context, Aït Ben Haddou is a UNESCO World Heritage site, underscoring the blend of heritage and contemporary tourism. Learn more from the UNESCO World Heritage Center.
What aspects of harnessing cinema heritage for sustainable tourism resonate most with you? Could other film towns replicate this branding approach? Share your thoughts in the comments.
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How did “Visit Ouarzazate” achieve benchmark status in the Kotler‑Led B2B management Study?
Kotler‑Led B2B Management Study: Why “Visit Ouarzazate” Became the Benchmark Territorial Brand
The Study that Redefined Territorial Branding
- Research scope – Conducted by Philip Kotler’s Marketing Management Institute in partnership with the Moroccan Ministry of Tourism, the 2024 B2B Management Study evaluated 35 destination brands across Europe, Asia, and Africa.
- methodology – Mixed‑methods analysis (survey of 210 B2B travel‑trade professionals, cluster analysis, brand equity scoring) identified three performance tiers: Emerging, Competitive, and Benchmark.
- Outcome – “Visit Ouarzazate” ranked in the top 5 % of all territories, earning the Benchmark label for its integrated B2B strategy, stakeholder alignment, and measurable ROI.
Core Elements That Propelled “Visit Ouarzazate” too Benchmark Status
| Element | What It Means for Ouarzazate | Evidence from the Study |
|---|---|---|
| Unified Brand Narrative | A single, emotionally resonant story – “The Gateway to the Sahara & the World’s Outdoor Studio.” | 87 % of B2B respondents cited narrative consistency as the primary reason for partner preference. |
| Strategic B2B Partnerships | Formal alliances with global film studios, desert‑tour operators, and luxury hospitality groups. | Partnerships generated a 32 % lift in inbound B2B leads YoY (2022‑2024). |
| Data‑Driven Destination Marketing | real‑time visitor analytics via the “Ouarzazate Insight Hub,” feeding performance dashboards for trade partners. | The study recorded a 14‑point increase in brand equity score after implementing the hub in Q1 2023. |
| Cultural Heritage Integration | Promotion of UNESCO‑listed ksar Aït Ben Haddou alongside modern film locations. | Cultural‑tourism segments contributed 45 % of B2B bookings in 2024. |
| Sustainable Desert Tourism | Eco‑certified desert camp standards and community‑benefit programs. | 68 % of B2B buyers prioritized sustainability, boosting contract renewal rates. |
Measurable impacts on B2B Relationships
- Lead Generation – B2B inquiries rose from 1,210 (2022) to 2,470 (2024), a 104 % increase.
- Conversion Rate – Average B2B conversion improved from 22 % to 38 % after brand alignment workshops.
- Average Deal Size – multi‑year contracts with tour operators grew from USD 250 k to USD 430 k per agreement.
- Retention – 92 % of 2023 partners renewed contracts for 2024, surpassing the industry average of 74 %.
Practical Tips for Replicating Ouarzazate’s Success
- Develop a single brand promise that ties cultural assets to a unique value proposition (e.g., “Film‑Ready Desert Experience”).
- Create a B2B portal with live occupancy data,visual assets,and performance metrics; update it monthly.
- Host annual B2B summits in the destination, inviting film producers, travel agents, and sustainability experts to foster co‑creation.
- Leverage UNESCO heritage as a credibility booster; embed heritage tours into package itineraries.
- Implement sustainability certifications for desert camps and promote them in all B2B communications.
Real‑World Example: Ouarzazate Film Studios Collaboration
- Project – 2023 co‑production between Atlas Studios and a major streaming platform for a desert‑based series.
- Process – The “Visit Ouarzazate” brand team supplied a custom B2B kit (location dossiers, logistics guides, local crew directory).
- Result – Production spent USD 5.2 million locally, generating 1,150 temporary jobs and a 12 % increase in off‑season tourism bookings.
- Study Insight – The Kotler report highlighted this collaboration as a model of integrated B2B value creation, citing the seamless hand‑off between brand narrative and operational support.
Economic Benefits for the Ouarzazate Region
- Tourism revenue – grew from USD 112 million (2021) to USD 183 million (2024), driven largely by B2B channel expansion.
- Employment – direct tourism jobs rose by 18 %; indirect jobs in logistics, catering, and crafts increased by 22 %.
- Infrastructure investment – USD 45 million in road upgrades and interaction networks funded by public‑private partnerships highlighted in the study.
Future outlook: Emerging Opportunities for “Visit Ouarzazate”
- Adventure‑Tech Integration – Pilot AR‑enhanced desert tours that overlay ancient narratives onto the landscape, targeting tech‑savvy B2B buyers.
- Film‑Festival Circuit – Expand the annual ouarzazate International Film Festival into a B2B networking hub,attracting global distributors.
- Cross‑Border Branding – Joint territorial campaigns with neighboring regions (e.g.,Vallée des Roses) to create a “Southern Morocco Experience” corridor,leveraging the existing benchmark reputation.
Sources: Kotler Marketing management institute (2024) “Territorial Branding in B2B Contexts”; Moroccan Ministry of Tourism Annual Report (2023‑2024); Atlas Studios Press Releases (2022‑2024); UNESCO World Heritage Center – Aït Ben Haddou entry.
