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Morocco World
3 days ago
- Business
- Morocco World
Imad Barrakad: The Engineer Behind Morocco's Tourism Renaissance
Marrakech – Imad Barrakad, Director General of the Moroccan Agency for Tourism Development (SMIT), has secured a prestigious spot in Forbes Middle East's Top 100 Travel and Tourism Leaders. Ranked 28th on the influential list, Barrakad stands among the region's most impactful tourism executives. His placement confirms Morocco's growing prominence – welcoming 17.4 million visitors in 2024 and outpacing Egypt to become Africa's top destination – and he was recognized alongside fellow Moroccans Fatim-Zahra Ammor, Adel El Fakir, and Abdelhamid Addou. This latest Forbes Middle East ranking evaluates leaders across airlines, airports, hospitality, destinations, and the public sector. Selection criteria include business size, sector impact, asset ownership, executive influence, notable achievements during 2024-2025, and professional experience. Barrakad's inclusion reflects his significant contributions to Morocco's tourism investment landscape since taking SMIT's helm in 2011. Established in 2007, the agency serves as the government's dedicated entity for tourism investment and plays a critical role in developing investments and designing tourism products across the country. In April, SMIT strengthened its position through strategic partnerships with Attijariwafa Bank and TAMWILCOM, focusing particularly on supporting the digital transformation of Morocco's tourism sector. Under Barrakad's leadership, SMIT has supported over 800 hotels to accelerate the industry's post-pandemic recovery between 2023 and 2024. From energy to tourism: An unexpected career trajectory Born on December 16, 1969, in Ksar El Kébir, Barrakad's path to tourism leadership was hardly predictable. With an engineering background and a postgraduate diploma in project management, he began his career in 1994 at CDER in renewable energy and energy efficiency services. His professional journey continued at the Ministry of Interior's General Directorate of Local Authorities, where he managed a rural electrification project under French cooperation. After seven years there, Barrakad joined the National Office of Electricity (ONE) in 2000, handling cooperation with utilities and local authorities. At ONE, he managed relationships with various ministerial departments, particularly tourism, and was involved with the Plan Azur and Plan Biladi initiatives. His competence led to promotions, first as Rabat Regional Director in 2006 and later as Commercial and Marketing Director in 2009. In 2011, Barrakad was appointed to lead SMIT, marking the true beginning of his tourism sector adventure. Colleagues in the tourism industry appreciate him for his availability, good humor, and relational ease – qualities essential for successful negotiations in the complex tourism development landscape. Driving Morocco's tourism innovation and investment Under Barrakad's direction, SMIT has been instrumental in implementing Morocco's tourism vision. The agency played a key role in the post-pandemic tourism recovery, supporting businesses to improve service quality and implementing government support measures that saved companies and preserved jobs. SMIT is currently managing support for reconstruction and upgrading of tourism accommodations affected by the Al Haouz earthquake. This assistance enables impacted establishments to complete renovation work and resume operations. The agency's efforts have contributed to Morocco's record-breaking tourism performance. The country has achieved several historic milestones, including hosting 14.5 million tourists in 2023 and 8.9 million visitors in the first half of this year – a 19% increase over the same period in 2024. Barrakad is now focusing on technological innovation as a key driver for tourism investment. In January, SMIT co-organized an international conference on technological innovation and tourism investment in Marrakech, showcasing how digital technologies can identify new investment opportunities in the sector. The agency is particularly interested in empowering innovative startups to establish themselves in the increasingly competitive market. Though startups currently have a limited impact, Barrakad aims to increase their visibility through an approach combining technology and strategic partnerships. To support this initiative, authorities are offering incentives to young startup founders, including SMIT's incubation program with a budget of MAD 180 million ($18 million), Moukawala Siyahia with MAD 600 million ($60 million), and Go Siyaha with MAD 720 million ($72 million). The targeted startups include those specializing in leisure gaming, such as virtual and augmented reality, which can reconstruct the architecture of ruined monuments to enhance visitor experiences. Others focus on electronic payment security platforms that improve travel preparation and visitor stays. Barrakad expects these startups to reach critical mass by 2026, with nationwide implementation by 2030, helping Morocco achieve its goal of 26 million tourist arrivals by the end of the decade. Embracing green tourism as the next frontier SMIT's latest initiative focuses on sustainable tourism development. The agency will host a high-level forum on September 24 in Ifrane, exploring 'Green Tourism' perspectives in Morocco. The event will bring together over 200 Moroccan and international decision-makers, including ministers, investors, institutional representatives, experts, and local operators. The conference aims to showcase successful sustainable tourism experiences, promote investment opportunities in ecotourism, and encourage the emergence of small businesses in this sector. It will also strengthen synergies between tourism investments, environmental preservation, natural space enhancement, and sustainable agriculture initiatives. This green tourism push follows a February agreement between SMIT, the Regional Investment Center of Fès-Meknès, and the National Agency for Water and Forests. The agencies have designed an integrated development program for Ifrane National Park, one of Morocco's richest national parks in terms of natural and tourism potential. The program aims to stimulate tourism investment through public actions that enhance ecosystem attractiveness while positively impacting socioeconomic development. It includes eight tourism clusters focused on rejuvenation, with a total budget of MAD 734 million ($73.4 million), including MAD 641 million ($64.1 million) in public funding. SMIT has launched a call for interest to select candidates wishing to invest in ecotourism projects in Ifrane National Park, offering technical and financial support of up to MAD 500,000 ($50,000) per project to approximately twenty project developers. Tags: Forbes Middle East rankingsImad BarrakadTourism in Morocco
Syyaha
11-06-2025
- Business
- Syyaha
Mazagan: A Moroccan Luxury Oasis That Blends the Charm of the Atlantic with Rich Historical Heritage
– Mazagan… A Colossal Tourism Project Thriving on the Shores of the Atlantic by Rashad Iskandrni El Jadida – Morocco – 11th June 2025: Set along the Atlantic coastline, just 90 kilometers south of Casablanca, Mazagan Beach & Golf Resort rises as a unique architectural gem and luxurious destination that combines refined accommodation with the authenticity of a historic setting. Nestled in the heart of the Doukkala region near the historic city of El Jadida, the resort overlooks seven kilometers of pristine beach, embracing the serenity of the ocean and the splendor of nature. The resort officially opened its doors in October 2009 as part of the Plan Azur, a national tourism development initiative launched by His Majesty King Mohammed VI, aiming to strengthen Morocco's tourism sector and upgrade infrastructure across coastal areas—particularly in El Jadida, formerly known as Mazagan. Once a Portuguese settlement dating back to 1514, Mazagan began as a fortified citadel and gradually evolved into a lush, dreamy city surrounded by greenery, carrying within its walls centuries of history and cultural coexistence. Mazagan is now considered one of North Africa's leading tourism projects, with a construction cost exceeding $370 million USD and a development period of 21 months, supported by the efforts of approximately 3,800 workers. The project contributed significantly to local economic growth, generating over 1,400 direct jobs and 2,000 indirect jobs in a region whose economy was traditionally centered on agriculture and fishing. According to Khadija Idrissi El Hajjami, Director of Communications, Public Relations, and Strategic Partnerships, the result is a world-class resort offering: 500 rooms and suites with stunning ocean views 15 restaurants and bars serving gourmet cuisine An award-winning spa A nightclub and North Africa's largest casino One of the largest conference centers in the region 67 private villas An 18-hole golf course designed by golf legend Gary Player A 2,000 m² conference center Full recreational facilities for children and teens An integrated farm Stables housing purebred Arabian horses A central resort pool A quad bike adventure experience along the Atlantic shore Strategically located just one hour from Mohammed V International Airport—one of Africa's busiest airports—and about three hours from most major European capitals, the resort is an ideal destination for luxury seekers and discerning travelers. An Architectural Masterpiece Celebrating the Spirit of Morocco Spread across 250 hectares, Mazagan stretches along 7 kilometers of white sandy beaches. Its architectural design is inspired by the essence of traditional Moroccan medinas, with earthen-colored walls and signature green-tiled roofs that reflect Andalusian and Moroccan heritage. The resort was developed by Kerzner International, a global leader in luxury hospitality, known for iconic brands such as Atlantis, One&Only, and Rare Finds—renowned for creating immersive guest experiences and unmatched service standards. Located near the historic UNESCO World Heritage city of El Jadida, guests at Mazagan can explore the ancient Portuguese citadel and roam its timeless streets rich with Moroccan authenticity. Mazagan offers a fully immersive experience for lovers of refined living—from gourmet dining to spa indulgence, championship golf, and breathtaking oceanfront views—making it a symbol of excellence for anyone seeking an unforgettable stay in the heart of Morocco.
