About 74 kilometers from Marrakech, high in the High Atlas at elevations between 2,500 and 3,200 meters, Oukaimeden is preparing for a major transformation aimed at reshaping its role within Morocco’s tourism landscape.
The project, led by the Moroccan Agency for Tourism Engineering, has been launched through an international tender worth more than 100 million dirhams (around $10 million).
It seeks to reposition the destination by diversifying its offerings beyond its traditional reliance on the winter ski season.
Long associated with skiing, Oukaimeden is facing mounting challenges linked to climate variability, including less predictable snowfall, as well as shifting visitor expectations.
These factors have prompted a rethink of its development model, moving toward an approach centered on year-round experiences rather than seasonal activity.
The new vision aims to transform the site into a mountain destination open throughout the year, targeting a broader audience that includes families, domestic visitors and international tourists. The goal is to generate steady visitor flows while increasing the economic value of each visit by diversifying activities and extending stays.
The first phase focuses on accessible, quick-to-launch activities such as sledding, snow play areas, tubing and beginner ski zones. The objective is to make the destination immediately usable and appealing without requiring prior experience.
Later phases are expected to expand the offer to include more advanced ski runs, a wider range of sports and leisure activities, and summer attractions such as mountain biking and hiking trails. This gradual rollout is designed to encourage repeat visits and establish the site as a continuously active destination.
The strategy marks a departure from international models that prioritize high-level skiing, instead emphasizing inclusivity and integrating skiing into a broader recreational ecosystem.
Initial investments will cover essential infrastructure, including the installation of a new ski lift, development of leisure and educational spaces, and upgrades to overall site infrastructure and safety systems.
The project also includes the procurement of operational equipment and the appointment of a management operator for two years to ensure a structured launch.
At the same time, investors are expected to propose a comprehensive plan for a second phase, including reopening lifts to higher elevations, creating panoramic viewpoints and developing tourism experiences that combine natural and cultural elements.
Economically, the project aims to go beyond visitor numbers, set at an initial target of 50,000 in the first phase, by building a model based on diversified revenue streams, higher on-site spending and medium-term financial sustainability.
The impact is also expected to extend to surrounding areas, with potential job creation and increased economic activity in High Atlas communities, while enhancing the appeal of the Marrakech-Safi region.
More broadly, the transformation reflects a shift in how mountain tourism is being approached in Morocco, with a focus on less season-dependent and more experience-driven models. If successful, Oukaimeden could serve as a blueprint for similar initiatives across the country.
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