Andalusian and Moroccan tourism professionals committed to making Essaouira an exceptional destination

With this objective in mind, Andalusian and Moroccan authorities and businesspeople met in Seville on Wednesday in a meeting that was very fruitful according to all parties.

In fact, one of the main conclusions of this meeting was that Essaouira is emerging as a tourist destination, which next year will receive two million visitors from all over the world and has first-class infrastructure to welcome them, given the great momentum the city has experienced in recent years.

Thus, while in 1991 it had seven hotels, it now has more than 600, many of them in the heart of the city, with no traffic and all the charm of the typical riads of the area.

Similarly, the airline route connecting Seville and Essaouira directly has been reinforced since this fall, with twice-weekly flights, making this town more accessible and easier to visit. What's more, according to figures from the Seville City Office, between November this year and March 2026, there are 15,480 seats scheduled to fly between the two locations, coinciding with a season of splendid temperatures in Essaouira.

The meeting was attended, on the Moroccan side, by André Azoulay, advisor to His Majesty King Mohamed VI; Khalid Mimi, director of the ONMT in Spain (Moroccan National Tourist Office); Redwane Khanne, President of the Essaouira Provincial Tourism Council; Youssef Alaoui, Head of the ONMT for Southern Spain; and Zakaria Khanne, from the Essaouira Provincial Tourism Council.

On the Spanish side, attendees included Jose 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 CEA (Confederation of Entrepreneurs of Andalusia); Rafael Gallego Nadal, Honorary President of CEAV; Beatriz Arilla, from Sevilla City Office; and Francisco José Muñoz Martín, technical secretary of the FAAV.

The meeting began with a presentation by the Moroccan side on the attractions of Essaouira as a city, but also on the peculiarities that make it unique and differentiate it from other destinations. In this regard, it was noted that Essaouira boasts one of the most dynamic cultural scenes in the region, having been designated a Creative City of Music by UNESCO in 2019 in recognition of its rich music scene and cultural heritage.

In addition, it has been chosen to host the 18th session of the Annual Conference of the Creative Cities Network in 2026, and its medina has been a World Heritage Site since 2001. It has a rich artistic heritage, notably its historic gates and port, fifteen international festivals and competitions, exceptional craftsmanship, and a wide range of nature and adventure activities.

But, in addition to all this, this town stands out for its open and tolerant character, for the confluence of people from different cultures and religions, where diversity is experienced as completely normal. This unique identity makes Essaouira a place “where you can achieve what you cannot achieve in any other city in the world, because there, difference is celebrated and we come together for the sheer pleasure of living together,” in the words of André Azoulay. It is the greatest attraction of this town, offering its visitors that extra warmth and, ultimately, heart.

In this regard, André Azoulay highlighted the exceptional nature of Essaouira as a place where Muslim mosques, Jewish synagogues, and even a Christian church coexist, “the only one in all of Morocco whose bells still ring every Sunday to call people to mass,” a symbol of tolerance that is an example to the whole world that things can be done differently.

Following this presentation, representatives from the sector expressed their commitment to promoting this city because “tourism is the industry of peace and culture; that is why it is very important to find places in the world that can boast of being meeting places,” as José Manuel Lastra, vice president of CEAV, pointed out.

In addition, the participants in this meeting announced that next December they will make a prospecting visit to the city of Essaouira to organize the third FAAV convention there in 2026, together with the ONMT and the Provincial Tourism Council of Essaouira. This event will bring together 120 travel agents from all over Andalusia, along with experts in the field and the national specialized press.

Also from the Seville City Office, Beatriz Arilla emphasized the Seville City Council's commitment to the ties between Seville and Essaouira, also promoting the airline that will directly connect the two cities starting this fall.

All in all, the foundations have been laid for the numerous cultural and emotional ties that link Andalusia and Essaouira to become increasingly known and explored by Andalusian travelers.