In a bold move to raise the bar in hospitality, Morocco’s Ministry of Tourism, Crafts, and the Social and Solidarity Economy has unveiled a pioneering initiative known as “Mystery Tours,” aimed at improving service quality across the country’s tourist accommodation sector.
Announced on Wednesday, July 9, the programme involves the deployment of anonymous evaluators—commonly referred to as “mystery shoppers”—to conduct surprise inspections at hotels and other lodgings.
These evaluators will assess key service areas such as reception, cleanliness, catering, adherence to safety regulations, and availability of complementary amenities, all without the knowledge of the establishments being scrutinised.
The ministry has issued four national calls for tenders to recruit qualified service providers who will carry out these undercover evaluations. The project is designed to encourage hotels to meet international standards consistently, reinforcing both regulatory compliance and a broader culture of excellence within Morocco’s vital tourism industry.
“Quality is at the heart of our 2023–2026 roadmap,” the ministry stated. “These Mystery Tours will support our strategic goals alongside digital transformation, sustainability, and diversification of tourism offerings.”
The inspections are set to span Morocco’s entire tourism landscape, with a focus on high-traffic zones such as coastal resorts, historic cities, and up-and-coming destinations.
Findings from the audits will remain confidential but will be shared with the hotel operators concerned. Each report will include concrete recommendations, and in cases of severe non-compliance, sanctions may be imposed.
Moreover, the data collected from the Mystery Tours will feed into the development of a revamped hotel classification system currently under design.
This initiative is expected to play a critical role in enhancing the competitiveness of Morocco’s tourism sector as it seeks to attract an increasingly discerning global clientele.
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