“Rabat EnVie 2025″… An Initiative Placing the Rabat–Salé–Kénitra Region on the Map of Sustainable Tourism
The Regional Tourism Council of Rabat–Salé–Kénitra, in partnership with the Moroccan National Tourist Office and the Regional Council, supported by local authorities, has launched the “Rabat EnVie 2025” initiative, marking a new phase in the strategy to enhance the region’s tourist destination through a blend of innovation, culture, and nature.
This initiative revolves around three main axes aimed at marketing the region as a modern and sustainable tourist destination: an international familiarization trip for professionals, an immersive cultural journey at the archaeological site of Chellah, and a digital–field event in the Maâmora Forest titled “Maâmora Challenge.”
From October 20 to 23, the region hosted fourteen international tourism players from Spain, Italy, France, and the United Kingdom on a dedicated familiarization trip to discover local tourism potential.
Representatives from major agencies and networks such as “Selectour” and “Manor” participated in this event, providing opportunities to strengthen business relationships and promote the region’s offerings in international markets. The program allowed participating professionals to explore the diversity of local tourism offerings, from nature and culture to short city breaks and business meetings, reinforcing the region’s image as a destination that combines authenticity, modernity, and sustainability.
From October 23 to 25, the Chellah archaeological site transformed into an immersive cultural space narrating the history of the area through a multi-sensory storytelling experience, in collaboration with the Rabat Regional Heritage Company. The event attracted significant attendance, averaging 1,200 visitors per day, who enjoyed a journey divided into four worlds representing Amazigh roots, the city of Salé Colonia, Morocco through the ages, and modern discoveries.
The event also included interactive workshops in pottery, weaving, calligraphy, and aromatic plants, allowing visitors to engage directly with local heritage in an educational and entertaining format.
On October 26, the Sidi Ayoub Forest in Maâmora hosted the “Maâmora Challenge,” in partnership with the National Agency for Water and Forests and the Regional Tourism Delegation. The event gathered 200 participants in a hybrid experience combining physical and digital play, where participants covered over 150 kilometers searching for virtual “treasures” through smart applications based on puzzles and environmental challenges.
The event concluded with an awards ceremony for the winning teams in a celebratory atmosphere that embodied the spirit of cooperation, discovery, and environmental awareness.
Through the “Rabat EnVie 2025” initiative, the Regional Tourism Council of Rabat–Salé–Kénitra reaffirms its commitment to establishing a new model of regional tourism based on collaboration between the public and private sectors and openness to innovation and sustainability. In this context, Mehdi Hamida Benchqrour, the President of the Regional Tourism Council, stated:
“The Rabat EnVie initiative reflects our will to highlight a destination that is experienced as much as it is visited. Thanks to the mobilization of our institutional and private partners, we have succeeded in blending discovery, innovation, and commitment, bringing the public closer to their territory and the stakeholders who bring it to life.”
In this way, “Rabat EnVie 2025” lays the groundwork for a promising annual event that showcases the richness and diversity of the Rabat–Salé–Kénitra region, enhancing its status as one of Morocco’s emerging tourist destinations on both national and international levels.
