With 17.4 million visitors in 2024, Morocco has become Africa's top tourist destination, breaking records year after year. But at what cost to the land and its people? On the International Day of Responsible Tourism, voices like Said Marghadi's—founder of the Touda ecolodge in Aït Bouguemez—call for a new approach that puts sustainability and respect for local communities at the heart 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. Tourism development is erasing entire villages Since July 2023, several Amazigh (Berber) coastal villages have been demolished to make way for luxury resorts. In Tifnit, residents were given just five days to evacuate. In Imsouane—a legendary destination for surfers and fishermen—bulldozers flattened the village within 24 hours, displacing 1,000 people overnight. «When the state takes away their land, it strikes at one of the core pillars of Amazigh identity: living on and from their land», journalist Siham Azeroual told La Relève et La Peste. The economic priorities are clear: Greater Agadir is planning fifteen new tourist zones, while an 80-kilometer «Blue Safari» route is set to connect Agadir with seven sites in Souss Massa National Park. Said Marghadi, a tourism entrepreneur who has championed sustainable practices for over fifteen years, watches these changes with deep concern. «In Morocco, we have a culture obsessed with numbers, which harms the health of the country», he says. «What's the point of increasing arrivals if the money doesn't benefit the regions in a sustainable way?» The environmental costs of mass tourism The environmental toll is equally alarming. Globally, mass tourism accounts for nearly 5% of greenhouse gas emissions, according to France's Ministry for Ecological Transition. Morocco is no exception. The country is already grappling with the effects of climate change: shrinking reservoirs, collapsing aquifers, and declining harvests. Yet in hotels, air conditioners often run nonstop—even in unoccupied rooms—while rural communities face growing water scarcity. «Every drop of water counts», warns Marghadi, who runs the Touda Ecolodge in the Aït Bouguemez Valley. He points to the contradictions in public policy: «And still, we keep building five-star hotels as far as the eye can see». It's a relentless race for infrastructure that is threatening local ecosystems and biodiversity. His conclusion is blunt: «Mass tourism accelerates climate change». Responsible tourism : A sustainable alternative? In response to these excesses, an alternative is emerging: responsible tourism. Defined by the UN World Tourism Organization as «tourism that takes full account of its current and future economic, social and environmental impacts», it promotes sustainability and respect for local communities. Marghadi embraced this vision in 2008, when he opened his ecolodge—built using traditional techniques and local materials such as stone, earth, and wood. The lodge features a plant-filtered natural pool and runs on solar energy. 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 team that leads by example Marghadi's commitment also extends to his staff, whom he continuously trains on environmental issues. He encourages team members to travel abroad to learn from others. «One of them went to visit ecological farms in France. Seeing how tourists live there is the best way to understand how to welcome them here», he says. And the impact spreads: «A taxi driver we work with started his own vegetable garden after we taught him how to plant seeds». Still, challenges remain. «There's no rigorous label for responsible tourism in Morocco. Anyone can call themselves an ecolodge without meeting any standards. That discredits real initiatives», he laments. Yet Marghadi remains undeterred. «Being ecological is simple. No miracles needed. Just organization, discipline, and respect». Far from political speeches he sees as «disconnected from reality», he puts his faith in slow but meaningful change. «I don't reach 10,000 people. But if I reach one, and they reach another… then we begin to change things». Perhaps that human chain—one person at a time—is where the true promise of sustainable tourism lies.
