In 2024, Morocco welcomed 17.4 million tourists, making it the leading travel spot in Africa with record-breaking numbers each year. Yet, this surge raises questions about its impact on both the environment and locals. As we observe the International Day of Responsible Tourism, individuals such as Said Marghadi—who established the eco-friendly Touda lodge in Aït Bouguemez—are advocating for an innovative model where sustainability and community well-being take precedence in the realm of tourism.
The Kingdom of Morocco has never welcomed so many visitors. In 2024, a record 17.4 million tourists set foot on Moroccan soil, surpassing the 2026 target two years ahead of schedule, according to the Ministry of Tourism. This surge generated 112.5 billion dirhams in revenue, a 7.5% increase from the previous year. Tourism now undeniably boosts the national economy, employing 827,000 people and creating 25,000 new jobs in just one year. But at what cost—and for how long? The reality is far more complex. The rapid expansion of tourism is transforming entire regions, often to the detriment of local communities and the environment.
The expansion of tourism is wiping out whole villages.
Starting from July 2023, multiple Amazigh (Berber) seaside communities have been razed to pave the way for upscale resort developments. Residents of Tifnit received only five days to relocate. Similarly, in Imsouane—an iconic spot known among surfers and anglers—the village was erased by bulldozers in just one day, leaving about 1,000 inhabitants homeless suddenly.
"When the government seizes their territory, it attacks one of the fundamental supports of Amazigh identity: dwelling on and deriving sustenance from their land," journalist Siham Azeroual stated. La Succession et La Peste The economic focus is straightforward: Greater Agadir intends to develop fifteen additional tourist areas, alongside establishing an 80-kilometer "Blue Safari" trail linking Agadir with seven locations within the Souss Massa National Park.
Marghadi, a tourism entrepreneur advocating for sustainable practices for more than 15 years, observes these transformations with significant worry. "Morocco has a culture fixated on figures, which undermines the nation's well-being," he remarks. "Why focus on boosting visitor counts if the revenue fails to sustainably enrich local communities?"
The ecological impacts of widespread tourism
The impact on the environment is just as concerning. Mass tourism reportedly contributes around 5% of global greenhouse gas emissions, says France’s Ministry for Ecological Transition. This holds true even for Morocco. The nation is currently dealing with the consequences of climate change such as diminishing reservoirs, depleting groundwater sources, and decreasing crop yields. However, in many hotels, air conditioning units frequently operate continuously regardless of whether rooms are occupied. Meanwhile, rural areas struggle increasingly with limited access to water.
Every single drop of water matters," cautions Marghadi, operator of the Touda Ecolodge in the Aït Bouguemez Valley. He highlights the inconsistencies within current policies: "Yet, we continue constructing luxury resorts stretching endlessly across our view." This unyielding push towards development poses severe risks to both local ecosystems and biodiversity. In his stark assessment, he states plainly: "Tourism on this scale expedites global warming.
Is responsible tourism a sustainable option?
As a reaction to these excesses, another approach is gaining traction: responsible tourism. According to the UN World Tourism Organization, this concept refers to "tourism that fully considers its present and future economic, social, and environmental effects." It encourages sustainable practices and respects local populations.
In 2008, Marghadi adopted this concept by opening an eco-lodge constructed with conventional methods and indigenous resources like stone, earth, and timber. This establishment includes a naturally filtered botanical swimming area and operates solely on solar power.
But for him, sustainability goes beyond infrastructure. «Responsible tourism isn’t a checklist—it’s about coherence between the environment, the social responsibility of the accommodation, the food, and the team», he explains. His holistic vision led to the creation of an agricultural cooperative that transforms local fruits into jams, juices, and preserves. «It may seem simple, but it requires real expertise—and a militant mindset». It’s a step toward food self-sufficiency and a way to reconnect tourism with the land, its resources, and its people.
Educating, not preaching
What sets Marghadi’s approach apart is his commitment to engaging tourists. «We tell our guests: be actors in your journey, not just consumers», he says. Visitors help pick fruit, make jam, tour the greenhouses, and explore an eco-museum dedicated to Amazigh culture. «The idea is to create a connection—to turn the trip into a moment of sharing and awareness. A tourist who has an authentic experience becomes a far more powerful ambassador than any advertising campaign».
Rather than lecturing, Marghadi embraces a gentle form of environmental education. He teaches guests to switch off lights, limit air conditioning, sort waste, and reduce food waste—often through cooking classes. «Guests can pay, yes, but that doesn’t give them the right to harm the environment. Because if our ecosystems collapse, we’ll be the first to suffer. The tourists will simply go elsewhere», he says. «Education must be subtle. Overdoing it ruins the message. You have to touch people through experience—through beauty».
A group that sets an exemplary standard
Marghadi’s dedication includes his employees, who he regularly educates about environmental matters. He supports team members traveling overseas for knowledge exchange. "For instance," he explains, "one employee visited sustainable farms in France to see firsthand how they cater to visitors." This influence expands further: “We inspired a local cabdriver; after teaching him seed-planting techniques, he began cultivating his own vegetable patch.”
Nevertheless, challenges persist. "In Morocco, there isn’t a strict certification for sustainable tourism," he explains with concern. "Anyone can claim to be an eco-lodge without adhering to any specific criteria." Despite this, Marghadi stays optimistic: "Embracing ecology is straightforward; it doesn’t require magic. It just needs proper planning, adherence to rules, and consideration for others."
Away from political rhetoric he views as "out of touch with reality," he places his trust in gradual yet significant transformation. "I may not influence 10,000 individuals. However, if I affect one person, and that person influences another... thus begins the process of making changes." Maybe this ripple effect—person by person—is where the genuine potential for sustainable tourism truly resides.
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