El “Reino de la luz”, entre la tradición y la modernidad

"Morocco, the Kingdom of Light". This is the slogan that the Moroccan National Tourist Office has chosen to show the beautiful corners and the many secrets and charms that this country possesses. Proof of this was the immersive experience organised at the Royal Tapestry Factory in Madrid, an event that awakened all the senses and in which the reason for this identity became clear. 

Light in its streets, in its deserts, on its beaches, in its monuments, in its handicrafts, in its medinas, in its projects, in the colourfulness of its rich dishes... as was seen in the two interesting videos that were shown. Light, creativity, movement, inspiration, passion... There was no shortage of adjectives to define the offer presented by Morocco to coincide with FITUR, a fair which, highlighted its ambassador, Karima Benyaich, "is being held at a key moment, to unite us through tourism and take advantage of the possibility of creating new bridges, always with a view to promoting coexistence between countries and citizens of the world". 

At this event, hosted by the popular Antena 3 weather presenter Roberto Brasero, the ambassador invited people to discover Morocco with its riches, charms, lights, colours, its hospitable people, its cultural diversity, its modern works and infrastructures, which show, she said, the Morocco of today, "a Morocco on the move" of which she also highlighted its geographical position, its political stability, its ability over the years to take advantage of the best influences of the different civilisations with which it has coexisted and its commitment to development while preserving its landscapes and monuments. She mentioned some of the beautiful cities of this country, between the Mediterranean and the Atlantic, from Tangiers, the pearl of the Mediterranean, to Tetouan, the daughter of Granada, without forgetting Fez, the spiritual capital, or Marrakech... "It is the story of a beautiful synthesis of all the encounters".  

The ambassador also stressed the economic importance of tourism for Morocco, as for Spain, a sector that represents 7% of the CIP and 5.5% of jobs in the active population, and reiterated Morocco's willingness to work with its partners to mitigate the adverse effects of the pandemic and other crises, thanks, she added, to the efforts and strategies carried out under the leadership of King Mohammed VI.  Benyaich did not want to overlook Morocco's commitment "to quality, diversity, accessibility and sustainability". 

With regard to Spain, "a friendly and neighbouring country", she highlighted the strategic relations that they maintain "based on mutual respect and trust and on clear and sincere cooperation on a political, economic, cultural, social and human level". Relations which, she assured, on the eve of the 10th High-Level Meeting, will be further strengthened.  As an example, she recalled that Spain is the second largest visitor country, with 2.2 million tourists, and that it is also one of the favourite destinations for Moroccans, with one million visitors a year. 

The fact that Morocco has been making great efforts for years to open its doors to the world and that it is a country full of contrasts, magic and light that has much to offer was also made clear in the words of Adel el Fakir, director general of the Moroccan National Tourist Office. An effort that is more than recognised and which is bearing fruit and rewards, such as the Sustainable Tourism Prize awarded by the magazine Viajar, which El Fakir received on this stage. 

"The Kingdom of Light" showed us an interesting journey through the senses, the great evolution it has undergone in recent years, the giant steps it has taken in many sectors such as tourism to become a preferred destination that offers not only nights of sleep in its deserts, camel rides or shopping in the medinas, but a large selection to choose from, adapting to the needs or demands of each one: nature, sport, sun, cities and World Heritage Sites, architecture, art, culture... 

This interesting immersive experience activated all the senses... and surprised with a golden brooch: art with sand, a technique used by the Jerez-born Felipe Mejías who, through his hands, once again showed us the light of this country, its cities, its people, its customs, its desert... 

And so concluded the presentation "Morocco, the Kingdom of Light", with a tasting of typical dishes from the neighbouring country and its delicious sweets, while Moroccan-Flamenco fusion music highlighted the richness of interculturality.