Morocco Launches “Mystery Customer” Program to Improve Tourism Services Quality
The Ministry of Tourism, Handicrafts, Social and Solidarity Economy has announced the launch of the “Mystery Visits” program through the Moroccan Company for Tourism Engineering. This initiative aims to accurately and impartially evaluate the quality of hotel services within the framework of the new reform of the classification system for tourism establishments, deriving from Law 80-14 and its implementing regulations.
The ministry, through the Moroccan Company for Tourism Engineering, has begun disseminating four calls for proposals to select specialized companies for conducting these visits nationwide. The aim is to evaluate various types of tourism establishments, from hotels and guest houses to riads and categorized palaces, ranging from three to five stars.
Under this program, the evaluators will act as secret observers, assuming the role of ordinary customers while assessing the entire lodging experience, from booking and reception to room and restaurant services, using precise criteria tailored to the nature and classification of each establishment. These evaluators are required to have expertise in tourism evaluation and mystery visits, along with a complete commitment to confidentiality and impartiality.
This initiative is part of national efforts to enhance Morocco’s position as a global tourist destination and to modernize the quality of services in line with increasing international requirements, especially in light of major events such as the 2030 World Cup. Through this project, the ministry aims for a sustainable development of tourism accommodation offerings, providing the country with a competitive edge on the global stage and reinforcing its leadership in tourism across the African continent.
