STSM II intends to develop sustainable rural tourism in the Béni-Mellal-Khénifra region, one of the first basins of origin for people undertaking a migratory journey to Europe, in order to reduce poverty, generate income opportunities, create new jobs and improve existing jobs in the region, particularly for young people and women, and reduce migratory pressures. More precisely, it intervenes in some targeted destinations of the Azilal province, namely Demnat, Ait Bouguemez Tabant, A#t Bou Oulli, Zaouiat el Ansal, Taghia and Cathédrale Imsfrane (Tilouguite).

The Programme aims to consolidate the results of STSM I, apply the lessons learned and is based on four pillars: improving collaboration and the environment conducive to the development of sustainable tourism in the target destinations, the development of tourism products by the private sector, strengthening the provision of training and support services in the field of sustainable tourism and strengthening sustainable tourism practices of public and private actors at the national level.

Outcome 1: Destination management stakeholders in selected BMK destinations improve collaboration and the enabling environment for sustainable tourism development.

Outcome 2: Leading enterprises promote improved quality and sustainability of tourism products in selected BMK destinations.

Outcome 3: Public, private and civil society tourism training and consultancy operators improve the supply and quality of services for sustainable tourism development.

Outcome 4: National public and private tourism stakeholders adopt, adapt and/or replicate the experiences of BMK destinations at national level.

Expected results:  

Enhanced management skills and motivation of players

Players made aware of, informed about regulations

Capacity of local businesses to access financing opportunities strengthened

Tourism sustainability standards adopted/developed and being launched/implemented

Quality of infrastructure improved

Capacities, incentives to improve and diversify sustainable tourism product offering strengthened

Events, structures, processes to stimulate entrepreneurship and innovation for the development of organized tourism products

Service providers strengthened to offer high-quality training in the field of tourism

Innovative models developed, anchored in key institutions to deliver training

Capacities and incentives to replicate, adopt or adapt STSM experiences by national players developed, implementation supported

Strategy of national players strengthened

Results from previous phases:  

STSM I has produced satisfactory results. The first pillar (framework conditions) played an important role in drawing up the national strategy and defining the business plan for the Regional Development Society, which will provide an important framework for the development and management of tourist destinations. The second pillar (competitiveness and market access) has attracted investment equivalent to 5.4 times that of Switzerland. 20 guesthouses were renovated. The overall average rate of compliance with quality and sustainability standards has increased. The third pillar (tourism skills development) and its training courses have helped to develop the skills of mountain sports providers and a module for guides, coordinate key players in the sector and ensure access to international certifications and the integration of the local guide training module into national guide training.