Hotels in Morocco: Watch out, "mystery guests" are coming to strip away your stars!
Starting this May, Morocco is deploying a mystery visit system to evaluate the service quality of 2,500 tourist establishments. A major reform aimed at bringing the kingdom up to international standards by 2030.
Gone are the days of ratings based solely on infrastructure and facilities. Drawing on law no. 80-14, the Ministry of Tourism, Crafts and Social and Solidarity Economy is instituting real-world stay inspections. "Mystery Visits are a promise made to the tourist: that of an experience matching what we advertise," emphasizes the supervising minister, Fatim-Zahra Ammor. The stakes are high: solidifying the country’s reputation to reach 26 million visitors by the end of the decade.
On Bladi.net : Morocco Launches Massive 147 Million Dirham Mystery Shopper Program to Elevate Tourism Quality
This measure targets three-star and above establishments, whether hotels, riads, tourist residences or kasbahs. From now on, star attribution or renewal will happen in two stages. A regional commission will first verify construction standards. Next, an anonymous auditor, mandated by operators selected through a call for proposals, will test the entire customer journey. From initial booking to check-out, including dining, cleanliness and entertainment, every detail will be evaluated.
On Bladi.net : Morocco Launches "Mystery Visits" to Overhaul Hotel Ratings and Boost Tourism Quality
To carry out these inspections, evaluation grids listing 235 to 387 specific criteria have been officially published. This new framework also ends permanent status: classification will be granted for an initial seven-year period, then renewable every five years. Professionals failing to meet required standards will be given time to comply. An upmarket shift that accompanies the sector’s strong momentum, with 4.3 million visitors recorded by end of March, representing 7% growth.
