Specialist operator Cadogan aims to boost Moroccan bookings to 15,000 this year through an extensive programme of fam trips, roadshows and agency visits.
The operator plans to take 400 agents out to the destination on joint trips with the Moroccan National Tourist Office, flag carrier Royal Air Maroc and Cadogan’s sister company GB Airways, a British Airways franchisee.
A series of fam trips is set for September to November. Agents will be able to sample either a two-centre option or a tour to highlight the country’s traditions and culture.
The choice is centred on the cities of Marrakesh and Casablanca, Casablanca and Agadir, or Casablanca and Tangier. Those agents who want to see the countryside outside the main tourist destinations can opt for the Imperial Cities tour, which takes in the deserts and oases in the south around Zagora, Erfoud and Ouarzazate.
For those who don’t make it to Morocco, there are also five roadshows planned – between September 15 and October 20 – and Cadogan expects to get 200 people through the doors on each occasion. The venues are in London, Bournemouth, Brighton, Birmingham and Harlow.
Added to this, the company has 40 reps out on the road, visiting 2,500 agents every month. “We have a 16min video that shows Marrakesh, Tangier, Agadir, Casablanca and the touring product,” said managing director Gary David. “As turnover in some agencies can be high, it is important to keep talking about the destination and re-educating the trade.”
Cadogan’s push to educate is the result of feedback from a survey the company did last year. “We sent 40 reps out on the road. From our research, it became apparent that no-one knew where the country was or what it had to offer,” said David. “The overriding impression was that the destination was cheap and downmarket, with ú99 deals and accommodation allocated on arrival.
“We want to show that Morocco has history, culture, fantastic architecture and cuisine, and superb hotels. Where else could you get on a aircraft for 3hrs and go back 100 years?”
In 1998, Cadogan saw bookings rise to 12,000, from 7,000 in 1997, as a result of its fam trips and roadshows.
“Last year Morocco was our third best-selling destination, up from number seven the year before. It is now outselling Tunisia,” said David.
For summer 1999, the company has increased its programme to the northern resort of Tangier, encouraged by government efforts to regenerate the city. Cadogan’s four new hotels are four-star.
“Eventually, Tangier will come back in fashion, and we want to be there at the start,” said David.
“The hotels are being refurbished. The ones we feature are of a high standard. There was a lot of unemployment among the local population, but people are being trained in the tourist industry. There are now more official guides,” said David.
Cadogan offers a week in four-star accommodation in Tangier from ú382. The deal includes flights, transfers and breakfast.