MARRAKESH – MTLG Destination Update 2024

Geographically confined by the arid plains of Morocco, the snow-capped Atlas mountains, and the surrounding Agafay Desert, Marrakesh is a millennial city, both vibrant in its sand-hued medina district and tranquil in its residential quartiers. Half a century of forced French rule left an indelible imprint, and it was not until 1956 that Morocco gained independence. What remains of the French rule is the language, parts of the architecture and fusion cuisine that mixes authentic Moroccan dishes with French classics. Moroccans kept many traditions alive, including wooden carvings, an affinity for leather goods and an innate ability to convince buyers to purchase their products. Locals often jokingly remark that a million Moroccans live in Marrakesh together with a million tourists during the high season. Upon arrival, hordes of tourists can observe the modern architecture of the airport before flocking to the city’s souks and riads.* Jemaa el-Fnaa Square is the best address to understand the rich artisan handcrafting heritage. As you navigate the narrow corridors, courtyards and cul-de-sacs, do not be startled by expert salesmen hollering “discount prices!” but embrace the culture of bargaining for the best price. From glossy silverware, jewellery and handwoven carpets with colourful embroidery to traditional attire, the markets of Marrakesh are a far cry from fast fashion stores in Europe. Isn’t it better to wear a quality handmade piece than a generic, synthetic-made shirt?

Marrakesh may be the ultimate destination for first-timers visiting Africa. The charming sandy hues that dominate the facades, the tall palm trees that dot the alleyways and the irresistible smell of tajine will convince the most demanding guests. What is missing in Marrakesh to go toe-to-toe with Europe’s metropolises? Not much. Moroccans are incredibly resourceful, especially in Marrakesh. No event production is too demanding, and no request is too difficult to be realised. Marrakesh may want to embrace its African soul instead of trying to come closer to European, often generic, offerings. Drinking a local beverage instead of the ubiquitous caffe americano or orange juice is always a delight. In addition, Marrakesh has the advantage of enjoying an envious position, serving as the gateway to the rest of North Africa and beyond. We predict a burgeoning future for the meetings industry in this sun-filled Moroccan outpost.

*A souk is a typical open-air market dotted with vendors, while a riad is a house with an interior courtyard, usually featuring a lush garden.

This year marks a milestone for Marrakesh as the city was selected as the capital of culture in the Islamic world in 2024. The UNESCO-listed destination will host cultural and art events and performances year-round that pay homage to the rich Islamic tradition of the country and region. International events continue to be hosted in the city, too. Most of them take place in the Palais des Congrès, the hub for events in the city. Set within the Mövenpick Hotel Mansour Eddahbi Marrakech, the spacious halls of this venue feature marble floors, tall ceilings and typical wooden motifs adorning the walls. Among the events here is the Marrakech International Film Festival, the central festival for culture and film lovers. For the residents of Marrakesh, an event with far more importance is Ramadan. For twenty-eight days, locals fast between dawn and dusk. Still, they remain incredibly hospitable, full of positive energy and willing to help. After darkness falls, families gather for iftar, the evening meal. If you visit Marrakesh during Ramadan, venturing out during the night is a memorable experience. Don’t be shocked to dine with locals inviting you into their homes. Talk about joie de vivre!

Accommodation in Marrakesh ranges from top-tier, five-star luxury hotels to cosy streetside apartments offered by locals. Visitors who prefer staying in the safe confines of their resort will likely opt for the Mövenpick Mansour Eddahbi Marrakech, the Fairmont Marrakesh, the Mandarin Oriental or the Pestana Marrakesh, co-owned by none other than Cristiano Ronaldo. The exclusive Park Hyatt Marrakesh recently opened its doors at the foot of the Atlas mountains. When packing your luggage for an event in Marrakesh, be sure to pack lightly; the temperatures are almost unbearable during the day, rising up to 50°C in the summer.

Desert(ing) Marrakesh

The Agafay Desert has a profound evocative effect. With a bit of imagination, one can easily picture how the caravans of Berber tribes passed through the desert’s countless dunes in search of their next camp. Today, the Agafay Desert has become a playground for adrenaline-filled quad and buggy tours, an hour’s drive from the city. As they pass camels and solitary houses scattered around the main road leading through the deserts, attendees will experience the adrenaline rush of riding through rugged terrain and sand dunes on the petrol-powered quads and buggies. After the desert ride, event organisers can organise a unique evening reception under the stars in one of the camps and luxury resorts nearby. We recommend the Yes We Camp resort, where they pair authentic Moroccan dishes with dancing and music performances, making guests feel like Lawrence of Arabia on his adventures with locals.

Marrakesh keeps a secret close to its chest. Its historical part is home to the former largest Islamic school in North Africa, the Ben Yousef Madrasa. Today, this UNESCO-protected building welcomes guests from around the world who can venture into the former classrooms where erudite knowledge and religious teachings were passed from generation to generation. The school, dating to the 14th century, features an elegant red-sandstone-hued facade and carved stucco in its courtyard. Another world-renowned building catches curious glimpses of tourists: the Kutubiyya Mosque, also known as the booksellers’ mosque because of the crafty booksellers who used to sell volumes of Arabic literature in the nearby souk. The mosque is the twin sister of the equally impressive Giralda in Seville, built by the African Moors.

M&I Fest
(17 – 21 March 2024)
W: https://www.mi-forums.com/mi-fest

TCR World Tour Marrakesh
(3 – 4 May 2024)
W: https://visitmarrakech.com/en/listing/the-tcr-world-tour-in-marrakech/

GITEX Africa
(29 – 31 May 2024)
W: https://www.gitexafrica.com/

IFT Congress 2024
(13 – 18 October 2024)
W: https://www.itfglobal.org/en/events/itf-congress-2024-marrakech

Marrakesh Film Festival
(25 -30 November 2024)
W: https://marrakech-festival.com/en/home/

After a long day of exploring the colourful riads and souks of Marrakesh, visitors looking for a genuine gastronomic experience need not eat in their hotel. Right next to the Jemaa el-Fnaa square in the city’s old part, an incredible street food market lures locals and visitors alike. We recommend babbouche, a broth with snails spiced heavily with pepper and cooked with aromatic herbs. The locals let us in on a secret: the French were the ones who stole the idea of eating snails from the Moroccans. Local vendors also offer a variety of freshly squizzed juices, fresh mint tea, incredibly tasteful tajines and the omnipresent couscous. Moroccan cuisine is centred around aromatic spices, fresh herbs and flavourful meat. There is something for everyone’s taste in this city.

Within Europe’s reach, yet firmly rooted in North African culture and tradition, Marrakesh is a captivating destination where the past nomadic traditions blend harmoniously with modern practices. Here, luxurious resorts do not impinge on the originality of the neighbouring buildings but pay homage to the typical architectural styles. Similarly, international events that continue to swell in this sunny North African outpost are welcomed by locals and service providers alike. Event planners can make the most of the excellent accessibility, quality venues and unmatched incentive options – in the desert or in the city’s hidden gardens within riads. This gateway to North Africa has immense potential to become a regular host destination of Europe and Africa’s most renowned events and conferences.

Written by Jure Čad

NOTE: The MTLG Destination Update is not a paid advertisement. The Marrakesh MTLG Destination Update was prepared based on a personal visit of Kongres Magazine’s assessor in March 2024. Based on the evaluation, Marrakesh will be evaluated according to the Meeting Experience Index methodology. The MTLG evaluation will be prepared by the end of 2024.