The Maroc takes a new step in the modernization of its tourist offer. From this month of May, some 2,500 accommodation establishments classified will be subject to “mystery tours”, a unique system intended to strengthen the quality of service and reposition the hotel classification system on the customer experience.
Led by the Ministry of Tourism, Crafts and the Social and Solidarity Economy, this initiative is part of Law 80-14, which redefines the criteria for evaluating tourist establishments. From now on, the ranking will no longer be based solely on infrastructure and equipment, but will fully integrate the quality of service into the actual conditions of the stay.
Concretely, the system concerns establishments classified three stars and above, covering several categories: hotels, hotel clubs, tourist residences, guest houses, riads and kasbahs. The evaluation process will be based on two complementary stages: a classic inspection of technical standards by the regional commissions, followed by an anonymous visit carried out by a specialized auditor, who will evaluate the entire customer journey, from reservation to check-out.
This approach aims to finely measure criteria such as reception, cleanliness, catering, quality of services, speed of procedures or even the overall experience of the stay. The evaluation grids, developed in partnership with the World Tourism Organization and published in the Official Bulletin, include between 235 and 387 criteria depending on the category of establishment.
Beyond control, the system is also intended to be a support tool. The classification, now limited in time – seven years for a first allocation, then renewable every five years – will be accompanied by regular checks. Establishments not meeting the required standards will have a period of time to correct the deficiencies noted before any final decision.
For the authorities, the challenge is twofold: guaranteeing tourists an experience consistent with the promises made and strengthening the credibility of the Morocco destination on the international scene. This reform is part of the stated objective of reaching 26 million tourists by 2030, focusing on the quality of the offer as much as its volume.
With this system, the Kingdom intends to move from a logic of compliance to a logic of performance, where customer satisfaction becomes a central classification criterion and a strategic lever for the competitiveness of the tourism sector.
