Andalusian and Moroccan Tourism Professionals Commit to Promoting Essaouira as a Unique Destination
Andalusian and Moroccan tourism professionals reaffirmed on Wednesday during a meeting in Seville their commitment to promoting the city of Essaouira as a distinctive destination with its own identity and its own tourism model.
The meeting provided an opportunity for participants to emphasize the importance of positioning Essaouira as an emerging tourism destination expected to welcome two million international visitors next year. They also highlighted the world-class infrastructure now in place due to the remarkable development the city has experienced over recent years.
Back in 1991, Essaouira had only seven hotels. Today, the city hosts more than 600, many of them located at the heart of the historic district, free of traffic and featuring the charm of traditional riads.
The direct air route linking Seville and Essaouira, launched this autumn, has already been expanded and now offers two weekly flights, significantly improving accessibility and encouraging travel between the two cities. According to figures from the Sevilla City Office, between November of this year and March 2026, approximately 15,480 seats will be available on these flights, coinciding with one of the most pleasant seasons in Essaouira.
Morocco was represented at the meeting by Advisor to His Majesty the King André Azoulay, the Director of the Moroccan National Tourist Office in Spain Khalid Mimi, the President of Essaouira Provincial Tourism Council Redwane Khanne, ONMT representative for southern Spain Youssef Alaoui, and Zakaria Khanne from Essaouira Provincial Tourism Council.
On the Andalusian side, participants included José Manuel Lastra Picazo, Vice President of CEAV (Spanish Confederation of Travel Agencies), Luis Arroyo Marín, President of the Andalusian Federation of Travel Agencies (FAAV), Luis Fernández Palacios González Castejón, Secretary General of the Andalusian Confederation of Entrepreneurs, Rafael Gallego Nadal, Honorary President of CEAV, Beatriz Arilla from the Sevilla City Office, and Francisco José Muñoz Martín, Technical Secretary of FAAV.
The meeting began with a presentation by the Moroccan delegation showcasing Essaouira’s tourism strengths and the unique elements that set it apart. Participants highlighted that Essaouira enjoys one of the most vibrant cultural scenes in the region. The city was designated a UNESCO Creative City of Music in 2019 in recognition of its rich artistic heritage.
Essaouira will also host in 2026 the 18th Annual Conference of the UNESCO Creative Cities Network. Its historic medina has been listed as a UNESCO World Heritage site since 2001. The city offers a strong artistic identity, historic landmarks including its famous gates and port, fifteen international festivals and competitions, exceptional craftsmanship, and a wide variety of outdoor and adventure activities.
Beyond its cultural appeal, Essaouira is widely recognized for its character of openness, coexistence and harmony. The city has long celebrated diversity, welcoming residents and visitors of various cultures and religions. According to Mr. Azoulay, Essaouira represents “a place where one finds what cannot be found elsewhere in the world, because here, difference is celebrated and people come together simply for the pleasure of living together.” This spirit, he said, is what gives the city its warmth and its heart.
Mr. Azoulay also highlighted the exceptional nature of Essaouira as a space where Muslim mosques, Jewish synagogues and even a Christian church coexist. He added that the church is “the only one in Morocco whose bells continue to sound every Sunday to call for mass,” a symbol of tolerance that sends a strong message to the world.
Following the presentation, sector representatives confirmed their commitment to promoting the city. “Tourism is the industry of peace and culture, which is why it is so important to identify places around the world that proudly position themselves as spaces of connection,” stated José Manuel Lastra, Vice President of CEAV.
Participants also announced that a prospecting visit to Essaouira will take place next December. The goal is to host in 2026 the third FAAV convention in collaboration with ONMT and the Provincial Tourism Council of Essaouira. The event is expected to bring together 120 travel agents from across Andalusia along with industry experts and national specialized media.
From the Sevilla City Office, Beatriz Arilla reaffirmed the municipality’s commitment to reinforcing links between Seville and Essaouira, including continued promotion of the new direct air route.
The meeting concluded with a shared vision to strengthen the cultural and emotional ties historically connecting Andalusia and Essaouira, ensuring these links become increasingly known and experienced by Andalusian travelers.
Editorial team/le7tv
