Erfolgreiche Partnerschaften im Zusammenspiel von Wein(-wirtschaft) und Touris- 62 EURAC book mus schaffen neue Chancen der Produktentwicklung und gerade in ländlichen Regi- onen erwachsen aus dieser Vernetzung zahlreiche Initiativen und Aktivitäten, die zur 62 Festigung lokaler Wirtschaftskreisläufe beitragen. In dieser Publikation, die aus dem 3. Symposium des Arbeitskreises Weintourismus der Deutschen Gesellschaft für Tourismuswissenschaft e.V. (DGT) hervorgeht, wird ein wissenschaftlicher Einblick in gegenwärtige Themen im Kontext von Wein und Tou- bookEURAC rismus gegeben. Die enthaltenen Beiträge haben strategische Aspekte im Zusammen- hang von Wein und Destination, Analysen im Bereich Konsumentenverhalten sowie internationale Perspektiven und Trends zum Inhalt. Anhand eines Praxisberichts über die Initiative wein.kaltern wird abschließend ein Eindruck über aktuelle Entwicklungen in einer Südtiroler Weindestination gewonnen. Das Symposium, das am 24. Mai 2013 an der Europäischen Akademie Bozen im Rahmen der Tagung „Regionale Produkte und Tourismus: Perspektiven für Obst- und Weinbau“ stattfand, hat der akademischen Diskussion rund um das Thema Wein und Tourismus weitere Impulse gegeben. Successful partnerships in the interplay of wine(-economy) and tourism generate new chances for product development and, especially in rural regions, numerous initiatives and activities arise that contribute to local economic cycles. This publication, which results from the 3rd Symposium of the Workgroup Wine and Tourism of the German Society of Tourism Research e.V. (DGT), gives a scientific insight into current topics regarding wine and tourism. The included articles deal with stra- tegic aspects in the context of wine and destination, with analyses concerning con- sumer behaviour as well as with international perspectives and trends. Based on the case study of the initiative wein.kaltern, there is finally an impression gained of actual developments within a South Tyrolean wine destination. The symposium, which took place on the 24th of May 2013 at the European Academy of Bolzano in the framework of the conference “Regional Products and Tourism: Per- spectives for Fruit-growing and Viticulture”, provided further inputs for the academic discussion around the topic of wine and tourism. ISBN 978-88-88906-91-1 0,0 € Wein und Tourismus / Wine and tourism Wein und Tourismus Eine Wertschöpfungspartnerschaft zur Förderung regionaler Wirtschaftskreisläufe Wine and tourism A value-added partnership for promoting regional economic cycles Lena-Marie Lun, Axel Dreyer, Harald Pechlaner, Günter Schamel (eds.) L. M. Lun, A. H. Pechlaner, Dreyer, G. Schamel (eds.) EURAC book 62 Wein und Tourismus Eine Wertschöpfungspartnerschaft zur Förderung regionaler Wirtschaftskreisläufe Wine and tourism A value-added partnership for promoting regional economic cycles Bestellungen bei: Ordinabile presso: Europäische Akademie Bozen Accademia Europea Bolzano Drususallee 1 Viale Druso, 1 39100 Bozen- Italien 39100 Bolzano- Italia Tel. +39 0471 055033 Tel. +39 0471 055033 Fax +39 0471 055099 Fax +39 0471 055099 E-Mail: [email protected] E-mail: [email protected] Nachdruck und fotomechanische Wiedergabe Riproduzione parziale o totale – auch auszugsweise – del contenuto autorizzata soltanto nur unter Angabe der Quelle con la citazione della fonte (Herausgeber und Titel) gestattet. (titolo ed edizione). Verantwortlicher Direktor: Stephan Ortner Direttore responsabile: Stephan Ortner Herausgeber: Lena-Marie Lun, Axel Dreyer, Curatore: Lena-Marie Lun, Axel Dreyer, Harald Pechlaner, Günter Schamel Harald Pechlaner, Günter Schamel Redaktion/Koordination: Lena-Marie Lun Redazione/Coordinamento: Lena-Marie Lun Druckvorstufe: Typoplus, BZ Prestampa: Typoplus, BZ Druck: Esperia Stampa: Esperia Umschlagfoto: Südtirol Marketing/ Foto copertina: Alto Adige Marketing/ Clemens Zahn Clemens Zahn ISBN 978-88-88906-91-1 Tagungsband anlässlich des 3. Symposiums des Arbeitskreises Weintourismus der Deutschen Gesellschaft für Tourismuswissenschaft (DGT) Proceedings of the 3rd Symposium of the Workgroup Wine and Tourism of the German Society of Tourism Research (DGT) Wein und Tourismus Eine Wertschöpfungspartnerschaft zur Förderung regionaler Wirtschaftskreisläufe Wine and tourism A value-added partnership for promoting regional economic cycles Bozen/Bolzano, 24.05.2013 Lena-Marie Lun, Axel Dreyer, Harald Pechlaner, Günter Schamel (eds.) Wine Tourism in Morocco ? Tentative approaches, challenges and perspectives Andreas Kagermeier, Brahim El Fasskaoui & Tim Harms Kagermeier, Harms: Universität Trier, Freizeit- und Tourismusgeographie; Universitätsring, 54286 Trier, Deutschland. El Fasskaoui: Université Moulay Ismaïl, Faculté des Lettres et des Sciences Humaines; B.P 11202 Zitoune, Meknès, Morocco. Abstract For the last couple of years, Morocco has been endeavouring to broaden its tourism ba- sis and diversify its products. Since winegrowing is wide spread in the northern part of the country, this article focuses on the potential of using wine as a further comple- mentary element of the tourism product portfolio. However, a closer look at the situa- tion during a fact-finding mission in spring 2013 revealed that approaches in this direc- tion are in their infancy and that structural aspects prevent the more comprehensive integration of viniculture into the tourism industry. Keywords Wine tourism, Morocco 115 Andreas Kagermeier, Brahim El Fasskaoui & Tim Harms Introduction Morocco has been a traditional tourism destination on the southern shore of the Medi- terranean Sea for a long time. In the past decade, the country actively endeavoured to intensify and diversify its tourism offer. New segments of tourism products were devel- oped and attempts were made to stimulate tourism development in parts of the coun- try that had not yet been exploited for tourism purposes. Since the northern part of the country has a Mediterranean climate, wine is culti- vated in several regions. We therefore asked ourselves whether viniculture could be added to the tourism portfolio, enriching it. In spring 2013, the authors went on a fact-finding mission to the Mediterranean part of Morocco. The aim of the mission was to determine whether there were any ini- tiatives that seek to approach wine tourism and, at the same time, to analyse future potentials and constraints of a more comprehensive integration of wine tourism into the tourism product portfolio. Development of tourism in Morocco Although the first initiatives to establish a tourism offer date back to the time of the French Protectorate (cf. Kagermeier, 2012), it was not before the country’s independence in 1956 that a systematic development was promoted by the state. This occurred in the 1960s and 1970s. Emphasis was placed on three pillars: 1) Beach tourism, especially in Agadir on the Atlantic coast, but also in a number of smaller resorts around Tanger, Tetouan and Al Hoceima on the Mediterranean coast 2) Cultural tourism in the imperial cities of Fes, Meknes, Marrakech and Rabat 3) Round trips in the sub-Saharan part of the country, south of the High Atlas along the “Route of the Kasbahs” between Ouarzazate and Errachida In the 1980s and 1990s, a number of minor extensions were made, including trek- king tourism in the High Atlas and desert tourism south of the High Atlas (especially in the region of Erfoud). These products must be characterised as niche segments. In the same period, smaller (coastal) cities in the Rif region such as Essaouira, El Jadida and Chefchaouen also experienced a certain expansion of their accommodation capac- ities (cf. Fig. 1). 116 Wine Tourism in Morocco ?Tentative approaches, challenges and perspectives Fig. 1: Main tourist destinations and wine cultivation regions in Morocco Source: author’s design In 2001, a new tourism strategy was introduced that sought to increase the num- ber of tourists from 2 million to 10 million in 2010 (cf. Kagermeier, 2004). Despite fail- ing to meet the ambitious target, visits by international tourists more than doubled in this decade owing to the three main approaches. The first of these approaches consist- ed of new beach destinations along the Atlantic coast around the cities of Essaouira, El Jadida and Larache, as well as Saïdia on the Mediterranean coast (Plan Azur). The sec- ond approach was fostering cultural urban tourism, which was particularly success- ful in the case of Marrakech (Plan Mada’in). The third approach involved promoting rural tourism in different parts of the country (Plan Biladi; cf. Royaume du Maroc, 2001). Due to the important role that the tourism industry will play in the national econ- omy in the decade from 2010 to 2020, a new tourism strategy was developed. The aim of this strategy is to further develop tourism all over the country by enhancing the natu- ral and cultural potentials of those parts of the country that have not yet been exploit- ed for tourism purposes (cf. Royaume du Maroc, 2001). In this context, a special focus was placed on niche tourism. Despite not being mentioned explicitly in the current tourism strategy, wine tourism would fit quite nicely into the general attempt to de- velop niche tourism by referring to the specific cultural potentials of regions that have not yet benefited from tourism revenues. Before addressing current practices and po- tentials for developing wine tourism, the next section will give a brief overview of the situation of winegrowing in Morocco. 117 Andreas Kagermeier, Brahim El Fasskaoui & Tim Harms Viniculture