Jaouad Sbihi: ‘We need more five-star hotels in Tangier, because it gives prestige to the city’

The Fairmont Tazi Palace Hotel is located in one of the oldest palaces in Morocco, which has recovered its splendour after a careful restoration. Its general manager, Jaouad Sbihi, explains to Atalayar what they offer visitors.

The Fairmont Tazi Palace Hotel is one of the most iconic luxury hotels in Morocco. When did it open? 

The Fairmont Tazi Palace in Tangier opened its doors in December 2022 and has become one of the city's main landmarks, capitalising on its legacy and the heritage of the building itself. The Fairmont Tazi Palace is one of the oldest palaces in Morocco, if not the oldest. It was built in 1920, although unfortunately the king never lived there. In 2007, it was acquired by our current owners and has been transformed into a true palace. The hotel has 133 rooms, a combination of suites and rooms, and offers spectacular views, taking advantage of its location in the upper part of Tangier. 

It has impressive suites, designed for VIPs. 

That's right; we have, for example, the Qatara suite, which was originally built for Mandub himself, where he was supposed to live. It is over 350 square metres and is designed for private meetings and to welcome VIPs. 

What kind of guests usually stay at the hotel: businesspeople, families...? And what nationalities? 

Our clientele is quite diverse. The main customers are Moroccan, followed by Americans, and we also have some customers from the Gulf region and Spain. The hotel's mix in terms of clientele changes depending on the season. During the first two quarters of the year, there is a mix of business and leisure. In summer, the clientele is different. Due to the climate in the north and in Tangier in particular, we have many families who come from abroad or from Morocco. With the upcoming major events to be held in Morocco, we will have a more diverse clientele. Tangier is gaining more momentum than before, with new airlines bringing new customers, both domestic and international. 

Gastronomy is also one of the hotel's strong points, with up to seven bars and restaurants. What type of cuisine do you serve? 

We have different types of establishments, designed to satisfy all tastes. Being in Morocco, we obviously have a touch of Moroccan cuisine, although our speciality is a Persian-Iranian restaurant called Parisa. It is the only Iranian restaurant in Morocco. We will continue to develop this establishment and it will become one of our main signature restaurants, where we will do more things and offer something new to the public. In addition, during the summer season, we have the Buddha Bar Lounge, which serves Asian cuisine and is aimed at a different type of clientele. We are going to try to be more creative as we move forward with the development and incorporation of new chefs to offer seasonal dishes throughout the year. 

What other services do you offer your guests? Spa, sports facilities such as golf...? 

Like any other five-star hotel, we have a spa, gym, jacuzzi... We are fortunate to have a forest of almost 10,000 square metres. And we are close to the Royal Golf Green, five minutes from the hotel, which can be seen from the terrace of the suites. This golf course is one of the oldest in North Africa: it was built in 1914. We have many synergies driven by golf: in fact, in May we host the Fairmont Golf Cup, a sporting event that will take place every year. 

What qualities must hotel staff have to work at the Fairmont Tazi Palace? Are they local or from other countries? 

I am fortunate to have a dynamic team: they are mainly young, and I believe we are one of the few hotels with such a high proportion of female employees, with more than 50% of the workforce being women. As for the qualities we look for here, it is mainly attitude; the rest can be taught. Everyone feels proud of where they work. 

Business tourism is an increasingly important sector. What does the hotel offer businesspeople who want to hold meetings here? 

We have everything a company or business traveller could need: meeting rooms, the latest audiovisual equipment... We have plenty of space, such as suites, for private meetings. We also have a ballroom and five meeting rooms, as well as plenty of outdoor space that can be used for workshops and other activities. 

There are also other types of celebrations that are very appropriate in a setting like this hotel. What possibilities do you offer those who want to celebrate their wedding or other types of banquets or tributes? 

Our hotel is unique: it is a former palace with a lot of history, which adds enormous value to any type of event, such as a wedding, birthday party, christening or simply a meeting. The setting of the property has that unique touch: what we try to do is create memories. As I said before, we have a lot of space and we try to make the most of it, and the team is very creative. So we can make whatever the customer needs a reality. 

The Tangier-Tetouan-Al Hoceima region has experienced enormous growth in recent years. How has this been reflected in tourism and, specifically, in the hotel? 

Although we haven't seen the impact yet, I can say that it will be significant. In fact, we want more five-star hotels in Tangier, because that's what drives the destination. With the new Ryanair flights, which started on 31 March, it will be easier for many people to travel here. So I think we're going to see more growth in the coming years. 

The fact that Morocco enjoys a privileged climate allows it to diversify its tourist offer. What competitive advantage does this give it over other destinations in Europe, for example? 

We are fortunate to be located in this part of the world, with a climate that is an important factor, because we don't suffer from extreme heat or cold. There are eight million golfers in Europe who cannot play golf for at least four or five months of the year, and resources are running out in Portugal and Spain, so we offer the perfect alternative. The proximity, logistics, airports and ferry are all within a 45-minute drive. And this is an opportunity that Morocco, especially Tangier, offers. 

What does Tangier offer investors, both financially and in terms of quality of life? 

Tangier continues to grow. It has the largest port in Africa and in the coming months will be ranked as the eighth largest port in the world out of more than 250. The government offers many advantages to investors; in the hospitality sector, almost 30% of the total investment is being returned. I don't think any other country offers that kind of benefit. Apart from investment, Tangier has just been voted the best city in Morocco in terms of quality of life and safety. So the city has everything a family could want, with excellent English, French and Spanish schools, American hospitals, transport... 

Why should Spanish investors come to the Fairmont Hotel in Tangier? 

It's very simple: the hotel has a lot of history, we are the only palace in Tangier at the moment, we are in a perfect setting, but with all the amenities of a five-star hotel. And proximity is one of the biggest advantages: you take a 45-minute ferry ride and you're in Spain. The language is an added bonus: many people in Tangier speak Spanish and there is a large Spanish community in the city. 

What's more, Morocco, Spain and Portugal are organising the 2030 World Cup, a unique occasion... 

Absolutely. I think the 2030 World Cup is the biggest event the whole world is looking forward to. And we are lucky to be partners with Spain and Portugal, which is testament to our proximity. Hosting the World Cup in three countries is unique, but it shows how similar our cultures are. 

I think it's going to be something very special. From an official point of view, we have already held more than seven meetings between the three parties, with FIFA officials, at this hotel. So there is a lot of movement and it will only increase as we move forward.