Oukaïmeden Mountain Resort is the first resort in Morocco and has more than 60 years of operation. This resort is at the heart of the Atlas Mountains, about 2 hours from Marrakech by road, and has a 2,600m height ski base station.

Currently, it presents several problems due mainly to ineffective management of the resort: large crowds on winter weekends with long queues that increase travel time up to 5 – 6 hours, invasion of skiable domain by pedestrians visiting the area, lack of security plans such as the PIDA or plans to evacuate the chairlift, etc.

The objective of the project was to design a development plan in several phases that could revitalize the domain and make it a place of reference for both national and international tourism. This project was divided into two phases:

Phase 1: Diagnosis and marketing analysis which included a general diagnosis of the resort, a Market analysis and the Analysis of competition and benchmarks in order to provide with a definition of the future vision of the resort

Phase 2: Elaboration of the development plan for the domain, which included the definition of the master plan for the development of ski and mountain tourism (Identification of tourist products, Identification of accompanying measures, Definition of the project’s objectives, etc.), the elaboration of the business plan of the resort (Business Plan and Business Model) and setting the program for the opening of the 2019/20 season.

This project was presented to the Minister of Tourism of Morocco, the SMIT and the local authorities in May 2019 and received a very good reception. The Ministry of Tourism of Morocco is currently preparing the public competition to find an operator who will be the one to execute the development plan designed in the project.