Sun, Sea, and Sand: The Rise of Coastal Tourism in Morocco

Morocco's coastline is becoming a major attraction for travelers looking for sun, sea, and sand. With its stunning beaches, vibrant culture, and rich history, the country is seeing a surge in coastal tourism. From the bustling city of Agadir to the artistic charm of Essaouira, visitors are drawn to these coastal gems. As the tourism sector grows, it's essential to understand its impact on local economies and the environment, as well as the exciting adventures and cultural experiences that await.

Key Takeaways

Moroccan coastal tourism is booming, attracting more visitors each year.
Agadir, Essaouira, and Tangier are key destinations along the coast.
Coastal tourism significantly boosts local economies and creates jobs.
Sustainability is becoming a priority, with eco-friendly practices emerging.
Adventure activities like surfing and hiking are popular among tourists.

Exploring Morocco's Coastal Gems

Morocco's coastline, stretching over 1,800 miles, is a treasure trove of diverse landscapes and vibrant cultures. From the Atlantic shores to the Mediterranean beaches, the country offers a unique blend of relaxation and adventure. Let's dive into some of the most captivating coastal destinations that make Morocco a must-visit for beach lovers and culture enthusiasts alike.

The Allure of Agadir

Agadir, a city rebuilt after the 1960 earthquake, is now a modern resort town known for its expansive sandy beach and year-round sunshine. Agadir's beach stretches for over 6 miles, offering ample space for sunbathing, swimming, and various water sports. The city has seen a steady increase in tourist arrivals, with a growth rate of approximately 5% annually over the past decade. This makes it a key player in Morocco's tourism sector. Beyond the beach, Agadir offers a bustling marina, a vibrant souk, and the historic Kasbah, providing a mix of relaxation and cultural experiences. The city's infrastructure is well-developed, making it an accessible and comfortable destination for international travelers. Agadir is a great place to experience Morocco's beaches.

Hidden Beaches of Essaouira

Essaouira, a UNESCO World Heritage site, is famous for its strong winds, making it a haven for windsurfers and kitesurfers. But beyond the adrenaline-fueled activities, Essaouira hides a collection of secluded beaches that offer tranquility and natural beauty. Sidi Kaouki, located a short drive from Essaouira, is one such gem, offering a more laid-back atmosphere and stunning coastal scenery. Another hidden treasure is Moulay Bouzerktoun, a small fishing village with a pristine beach perfect for those seeking solitude. Essaouira's charm lies in its blend of history, culture, and natural beauty, making it a unique destination on Morocco's coast. The town is a great place to experience captivating destinations in Morocco.

The Vibrant Coast of Tangier

Tangier, a city steeped in history and intrigue, sits at the crossroads of Europe and Africa, offering a unique cultural experience. The city's coastline is a mix of bustling beaches and dramatic cliffs, providing a diverse range of landscapes to explore. Tangier's main beach, Plage de Tangier, is a popular spot for locals and tourists alike, offering a lively atmosphere and stunning views of the Strait of Gibraltar. For a more secluded experience, head to the beaches west of the city, where you'll find hidden coves and dramatic coastal scenery. Tangier's rich history, vibrant culture, and stunning coastline make it a must-visit destination on Morocco's coast. The city is a great place to experience Berber culture.

The Economic Impact of Moroccan Coastal Tourism

Morocco's coast isn't just pretty; it's a powerhouse for the economy. Coastal tourism injects serious cash into local communities and the nation as a whole. We're talking jobs, business growth, and infrastructure upgrades. But it's not all sunshine and roses. There are challenges to tackle to make sure this boom is sustainable.

Job Creation in Coastal Regions

Coastal tourism is a major employer. Think about all the hotels, restaurants, tour operators, and shops that rely on tourists. These businesses create jobs for locals, from entry-level positions to management roles. The Mediterranean Sea is a big draw. For example, traditional ‘sun, sea, and sand’ tourism has boosted livelihoods and constitutes 11.5% of total employment in Mediterranean countries, making it a key economic sector.

Hotel staff
Restaurant workers
Tour guides
Water sports instructors

Boosting Local Businesses

Tourism dollars flow directly into local businesses. Souvenir shops, local artisans, and food vendors all benefit from the influx of visitors. This increased revenue helps these businesses grow and thrive, supporting families and communities. The retail industry is experiencing significant growth, driven by increased consumer spending and urbanization.

Local businesses are the backbone of coastal communities. Tourism provides them with the opportunity to showcase their products and services, contributing to the unique character of each region.

Investment in Infrastructure

To support tourism, governments and private companies invest in infrastructure. This includes building better roads, airports, and utilities. These improvements not only benefit tourists but also improve the quality of life for local residents. Morocco is experiencing a significant real estate boom, driven by increased foreign investment and a growing demand for residential and commercial properties.

Here's a quick look at some common infrastructure investments:

Infrastructure Type	Example
Transportation	New roads, airport expansions
Utilities	Improved water and electricity systems
Accommodation	New hotels and resorts

Sustainable Practices in Coastal Tourism

Coastal tourism in Morocco is booming, but it's also putting pressure on the environment. We need to find ways to enjoy the sun, sea, and sand without ruining it for future generations. It's not just about feeling good; it's about making smart choices that benefit everyone in the long run. Let's dive into some practical steps Morocco is taking to make coastal tourism more sustainable.

Eco-Friendly Accommodations

More and more hotels and guesthouses along the Moroccan coast are embracing eco-friendly practices. It's cool to see places switching to solar power, using water-saving fixtures, and reducing waste. Some are even building with local, sustainable materials. This isn't just a trend; it's becoming a selling point. Travelers are actively looking for places that care about the environment. For example, a recent study showed that 60% of travelers are more likely to book accommodations with sustainable practices. It's a win-win: businesses save money on resources, and tourists feel good about their impact.

Community Involvement

One of the best ways to make tourism sustainable is to involve the local community. When locals benefit, they're more likely to protect the environment. This can mean hiring local guides, buying food from local farmers, and supporting local artisans. It's about making sure that tourism dollars stay in the community and help improve people's lives. For instance, some villages are running their own eco-tours, showcasing their culture and natural surroundings. This not only provides income but also helps preserve traditions and protect the environment. Supporting local businesses is key to sustainable growth.

Protecting Marine Life

The Moroccan coast is home to a diverse range of marine life, and it's our responsibility to protect it. Overfishing, pollution, and habitat destruction are major threats. There are several initiatives to address these issues, such as establishing marine protected areas, regulating fishing practices, and cleaning up beaches. Tourists can also play a role by choosing responsible tour operators, avoiding single-use plastics, and respecting marine life. For example, some tour operators offer whale watching trips that follow strict guidelines to minimize disturbance to the animals. It's about enjoying the beauty of the ocean without harming it. Morocco is also making strides in sustainable textiles to reduce pollution.

Sustainable tourism isn't just a buzzword; it's a necessity. By embracing eco-friendly practices, involving local communities, and protecting marine life, we can ensure that coastal tourism in Morocco remains a source of pride and prosperity for generations to come. It's about finding a balance between economic growth and environmental responsibility.

There's a growing demand for sustainable products, including Moroccan olive oil, which is produced using traditional and eco-friendly methods. This is a great opportunity for local producers to tap into a growing market and promote sustainable agriculture.

Cultural Experiences Along the Coast

Local Cuisine and Seafood Delights

Moroccan coastal cuisine is a vibrant tapestry of flavors, heavily influenced by its proximity to the sea. Imagine strolling through bustling port cities like Essaouira or Agadir, where the air is thick with the aroma of grilling sardines and simmering tagines. Seafood isn't just food here; it's a way of life. From the simplest grilled fish seasoned with local herbs to elaborate seafood stews, every dish tells a story of the sea. The market size for seafood in Morocco is substantial, with domestic consumption and exports contributing significantly to the economy. In 2023, Morocco's seafood exports reached $2.5 billion, a testament to the sector's importance.

To really dive in, try these actionable insights:

Take a cooking class: Learn to prepare traditional Moroccan seafood dishes using local ingredients.
Visit local markets: Explore the vibrant fish markets early in the morning to see the daily catch and interact with local fishermen.
Eat at family-run restaurants: Seek out small, family-owned restaurants for authentic and home-style cooking.

Traditional Festivals and Events

Morocco's coast comes alive with a series of traditional festivals and events that showcase the country's rich cultural heritage. These celebrations are more than just tourist attractions; they are integral parts of the local communities, offering a glimpse into their customs, music, and dance. One of the most famous is the Moussem of Tan-Tan, a large gathering of nomadic tribes in the Sahara, recognized by UNESCO as an Intangible Cultural Heritage of Humanity. While not directly on the coast, its influence extends to coastal communities through trade and cultural exchange. Coastal regions also host local fishing festivals, celebrating the sea's bounty with boat races, music, and traditional food. These events draw both locals and tourists, boosting the local economy and promoting cultural preservation.

Participating in these festivals offers a unique opportunity to connect with Moroccan culture on a deeper level. It's a chance to witness traditions passed down through generations and to experience the warmth and hospitality of the Moroccan people.

Here are some tips for experiencing these festivals:

Plan ahead: Research festival dates and locations in advance, as accommodations can fill up quickly.
Dress respectfully: Dress modestly and be mindful of local customs and traditions.
Engage with locals: Don't be afraid to strike up conversations with locals and ask questions about the festival and its significance.

Art and Craft Markets

Along the Moroccan coast, art and craft markets are treasure troves of unique and handmade goods. From the intricate woodwork of Essaouira to the colorful ceramics of Safi, each region boasts its own distinct artistic traditions. These markets are not just places to shop; they are vibrant social hubs where artisans showcase their skills and interact with customers. The economic impact of these markets is significant, providing livelihoods for thousands of artisans and their families. The growth rates in the handicraft sector have been steady, with a 5% annual increase in sales over the past five years. This growth is fueled by both domestic demand and tourist purchases. The Moroccan government actively supports the handicraft sector through training programs, marketing initiatives, and financial assistance.

Consider these strategies for businesses:

Partner with local artisans: Collaborate with local artisans to create unique products that appeal to tourists.
Promote sustainable practices: Support artisans who use sustainable materials and traditional techniques.
Offer fair prices: Pay artisans fair prices for their work to ensure their economic well-being.

Don't miss the chance to explore the iconic sites and immerse yourself in the local culture. Also, consider the phosphate export strategies that contribute to the economic landscape of Morocco.

Adventure Activities by the Sea

Morocco's coastline isn't just about relaxing on the beach; it's a playground for adventure seekers. From the Atlantic waves to the Mediterranean shores, there's something for everyone looking to get their adrenaline pumping. The adventure tourism market is seeing steady growth, with a projected annual increase of around 7% over the next five years. This growth is fueled by a rising interest in active travel and unique experiences. Let's dive into some of the thrilling activities you can experience.

Surfing and Water Sports

Taghazout is Morocco's surfing mecca, drawing surfers from around the globe. The consistent swells and varied breaks cater to all skill levels, from beginners to seasoned pros. Beyond surfing, you can find opportunities for windsurfing, kitesurfing, and paddleboarding. Essaouira, known as the "Wind City of Africa," is a prime spot for kitesurfing and windsurfing, thanks to its strong and reliable winds. Many surf schools and rental shops dot the coast, making it easy to get equipped and hit the waves. Consider these points for your business strategy:

Offer diverse packages: Cater to different skill levels and interests, including surfing lessons, guided tours, and equipment rentals.
Partner with local accommodations: Create package deals that include lodging and activities.
Focus on sustainability: Promote eco-friendly practices and responsible tourism.

Hiking Coastal Trails

For those who prefer to keep their feet on solid ground, Morocco's coastal trails offer breathtaking views and invigorating hikes. The Souss-Massa National Park, south of Agadir, boasts stunning cliffs, diverse birdlife, and challenging trails. The Rif Mountains, meeting the Mediterranean Sea, provide rugged terrain and panoramic vistas. Hiking allows you to discover hidden beaches and remote fishing villages, offering a glimpse into authentic Moroccan life. Here's a short paragraph about hiking:

Coastal hiking in Morocco is more than just a physical activity; it's an immersion into the country's natural beauty and cultural heritage. The trails wind through diverse landscapes, from dramatic cliffs to lush forests, offering a unique perspective on the Moroccan coastline. It's an opportunity to connect with nature, discover hidden gems, and experience the warmth of local communities.

Exploring Marine Parks

Morocco is actively working to protect its marine ecosystems, and several marine parks offer opportunities for exploration and education. Al Hoceima National Park, on the Mediterranean coast, is a haven for marine biodiversity, with opportunities for snorkeling, diving, and boat tours. These parks are not only vital for conservation but also offer unique experiences for tourists interested in learning about marine life. The government is investing in regional tourism initiatives to promote sustainable practices within these protected areas. Consider these points for your business strategy:

Partner with conservation organizations: Support marine research and conservation efforts.
Offer educational tours: Provide informative experiences that raise awareness about marine ecosystems.
Promote responsible tourism: Encourage visitors to minimize their impact on the environment.

Adventure tourism in Morocco is booming, and the coastal regions are at the forefront of this trend. By offering diverse activities, promoting sustainability, and partnering with local communities, businesses can tap into this growing market and create unforgettable experiences for visitors. Don't miss the chance to experience a camel ride in Erg Chebbi Sahara desert after your coastal adventures!

The Role of Technology in Tourism

Technology is completely changing how we travel and experience new places. It's not just about booking flights online anymore; it's about creating personalized, convenient, and sustainable tourism experiences. From the moment someone starts dreaming about a vacation to the time they share their memories, technology plays a huge role. Let's explore how.

Digital Marketing Strategies

Digital marketing is now the main way tourism businesses reach potential customers. Think about it: when you're planning a trip, where do you start? Probably with a Google search, right? Smart tourism companies are using search engine optimization (SEO), social media marketing, and targeted ads to get in front of travelers. For example, a small riad in Marrakech might use Instagram to showcase its beautiful courtyard and attract visitors looking for an authentic Moroccan experience. Effective digital marketing strategies can increase bookings by up to 40%, according to recent industry reports. It's all about telling a story and connecting with people on a personal level.

Online Booking Platforms

Gone are the days of calling travel agents and flipping through brochures. Online booking platforms like Booking.com, Expedia, and Airbnb have made it incredibly easy to find and book accommodations, flights, tours, and activities. These platforms offer a huge selection, competitive prices, and user reviews, giving travelers more control and transparency. In Morocco, many local businesses are now listing their services on these platforms, reaching a global audience they couldn't access before. The convenience of these platforms has fueled the growth of the tourism sector, with online bookings accounting for over 60% of all travel arrangements. This shift has also created opportunities for smaller businesses to compete with larger hotel chains. For instance, a guesthouse in Essaouira can now easily attract international visitors through online visibility.

Virtual Tours and Experiences

Virtual tours are becoming increasingly popular, especially for those who want to explore a destination before committing to a trip or for those who can't travel physically. Using virtual reality (VR) and augmented reality (AR), potential tourists can get a taste of what Morocco has to offer, from walking through the medina of Fez to exploring the Sahara Desert. Some museums and historical sites are even offering virtual tours, allowing people to experience Moroccan culture from anywhere in the world. This technology not only enhances the pre-trip planning process but also opens up tourism to a wider audience. Imagine being able to see the intricate details of the Ben Youssef Madrasa without leaving your home! This is particularly useful for attracting tourists to smart destinations and increasing their engagement before they even arrive.

The rise of technology in tourism isn't just about convenience; it's about creating more immersive, personalized, and sustainable experiences. By embracing digital tools, Morocco can attract more visitors, support local businesses, and preserve its rich cultural heritage.

Challenges Facing Coastal Tourism

Coastal tourism in Morocco, while booming, faces significant hurdles that need addressing to ensure long-term sustainability and prosperity. It's not all sunshine and beaches; some serious clouds are gathering on the horizon.

Environmental Concerns

Let's be real, the sheer volume of tourists can trash a place. We're talking about pollution from waste, damage to fragile ecosystems, and the strain on local resources. For example, beach cleaning efforts are ongoing, but pollution continues to be a major issue, impacting visitor numbers and causing financial losses. It’s a tough balance: people want to enjoy the natural beauty, but their presence can degrade it. We need better waste management, stricter regulations on coastal development, and a real push for responsible tourism practices. Think less plastic, more recycling, and protecting those precious coastal habitats.

Overtourism Issues

Some spots are just getting hammered. Imagine trying to relax on a beach that's so crowded you can barely move. That's the reality in some areas during peak season. This not only diminishes the visitor experience but also puts a strain on local infrastructure and resources. It can also drive up prices, making it harder for locals to afford to live in their own communities. We need to spread the love, encouraging tourists to explore lesser-known destinations and visit during off-peak seasons. Think about it: more authentic experiences, less crowded beaches, and a boost for smaller, local economies. As surf tourism grows in Morocco, concerns about crowding and pollution at popular surf spots are rising. Local voices express a desire to avoid the overdevelopment seen in places like Bali, emphasizing the need for sustainable practices to protect the coastal environment.

Climate Change Effects

Climate change is no joke, and Morocco's coast is particularly vulnerable. Rising sea levels, increased erosion, and more frequent extreme weather events all pose a threat to coastal infrastructure and tourism assets. A recent report highlighted that the Mediterranean Sea is warming faster than the global average, which could have devastating consequences for coastal ecosystems and tourism. Morocco is developing a climate strategy, but more needs to be done to adapt to these changes and mitigate their impact. This means investing in coastal protection measures, promoting water conservation, and transitioning to renewable energy sources. Morocco is facing challenges from climate change such as rising temperatures and droughts, and is developing a climate strategy that aims to balance economic growth, resilience, and sustainability. The strategy focuses on enhancing agricultural productivity while addressing environmental vulnerabilities.

Coastal tourism in Morocco faces a complex web of challenges, from environmental degradation and overtourism to the looming threat of climate change. Addressing these issues requires a multi-faceted approach involving government, businesses, and local communities. By embracing sustainable practices, promoting responsible tourism, and investing in climate resilience, Morocco can ensure that its coastal treasures remain a source of economic prosperity and natural beauty for generations to come.

Future Trends in Moroccan Coastal Tourism

Rise of Eco-Tourism

Morocco's coastline is poised for a green revolution. Forget crowded beaches and generic resorts; the future is all about eco-tourism. We're talking sustainable accommodations, responsible travel practices, and a deep respect for the environment. The Mediterranean region is already seeing a surge in eco-tourism, and Morocco is perfectly positioned to capitalize. The WestMED Initiative, for example, emphasizes strengthening the competitiveness and sustainability of coastal and maritime tourism through eco-tourism and digitalization. Expect to see more boutique eco-lodges popping up, offering immersive experiences that connect travelers with nature and local communities. This isn't just a trend; it's a necessity for preserving Morocco's stunning coastline for generations to come. The Sustainable Tourism Technical stakeholder group serves as a technical forum to discuss trends and opportunities towards sustainable tourism within the region.

Focus on Wellness Retreats

Beyond the beaches, Morocco's coast is becoming a haven for wellness. Think yoga retreats overlooking the Atlantic, thalassotherapy centers harnessing the power of the sea, and spas offering traditional Moroccan treatments. The global wellness tourism market is booming, projected to reach over $1 trillion by 2027, and Morocco is ready to grab a significant slice. Imagine waking up to the sound of the waves, spending your days practicing mindfulness, and indulging in healthy, locally sourced cuisine. This trend aligns perfectly with the growing demand for authentic and transformative travel experiences. Businesses should consider offering packages that combine cultural immersion with wellness activities, attracting a higher-spending clientele seeking rejuvenation and personal growth. Affordable getaway options are a great way to attract UK travelers.

Integration of Smart Technologies

Technology is set to transform the Moroccan coastal tourism experience. From smart hotels that personalize your stay to apps that guide you to hidden gems, the possibilities are endless. Digital marketing strategies are becoming increasingly important for attracting tourists. Virtual tours will allow potential visitors to experience the beauty of Morocco's coast before they even arrive, while online booking platforms will streamline the travel planning process. But it's not just about convenience; technology can also play a crucial role in promoting sustainable tourism. For example, smart sensors can monitor water usage and energy consumption, helping hotels reduce their environmental impact. The integration of smart technologies will not only enhance the visitor experience but also contribute to a more efficient and sustainable tourism industry. Consider how Moroccan textile patterns can be promoted using digital platforms.

Coastal erosion poses a threat to the Mediterranean region, impacting both natural ecosystems and cultural heritage. This highlights the need for sustainable tourism practices to protect these valuable assets.

Promoting Coastal Tourism Through Collaboration

Morocco's coastal tourism sector stands to gain significantly from strategic collaboration. By uniting efforts, stakeholders can amplify their impact, attract greater investment, and ensure sustainable growth. Think of it as a team sport – everyone plays a vital role in achieving victory. Let's explore how these partnerships can reshape the future of Moroccan coastal tourism.

Public-Private Partnerships

Public-private partnerships (PPPs) are a game-changer for coastal tourism. These collaborations combine the resources and expertise of government entities with the innovation and efficiency of private companies. PPPs can unlock large-scale infrastructure projects, such as upgrading coastal roads, improving port facilities, and developing new tourist attractions. For example, a PPP could finance the construction of a new marina in a popular coastal town, boosting its appeal to yachting enthusiasts and generating revenue for both the public and private sectors. The Moroccan government's commitment to attracting investment in the tourism sector makes PPPs an even more attractive option.

Regional Tourism Initiatives

Think of Morocco's coastline as a string of pearls, each with its unique charm. Regional tourism initiatives aim to connect these pearls, creating a cohesive and compelling tourism offering. These initiatives involve collaboration between different regions to promote their combined attractions, share resources, and develop joint marketing campaigns. For instance, a coastal route connecting Tangier, Asilah, and Larache could be promoted as a cultural and scenic journey, attracting tourists interested in exploring the diverse heritage of northern Morocco. By working together, regions can overcome individual limitations and create a more attractive and competitive tourism product. A new initiative is set to enhance rural tourism by focusing on 16 villages.

International Marketing Campaigns

To truly shine on the global stage, Morocco needs coordinated international marketing campaigns. These campaigns involve collaboration between the Moroccan National Tourist Office, regional tourism boards, and private sector stakeholders to promote Morocco's coastal destinations in key international markets. Digital marketing plays a crucial role, using targeted advertising, social media, and influencer collaborations to reach potential tourists. For example, a campaign could highlight Morocco's surfing destinations to attract adventure travelers from Europe and North America. By presenting a unified and compelling message, Morocco can increase its visibility and attract a larger share of the global tourism market. After a temporary covid dip, the latest figures show that numbers of tourists have already reached pre-pandemic levels and are further on the rise.

Collaboration is not just a buzzword; it's the engine that drives sustainable growth in coastal tourism. By working together, public and private entities can unlock new opportunities, overcome challenges, and ensure that Morocco's coastal treasures are enjoyed by generations to come.

Working together is key to boosting coastal tourism. By joining forces, local businesses, communities, and governments can create exciting experiences for visitors. This teamwork can help promote our beautiful beaches and unique attractions. If you want to learn more about how we can work together to enhance coastal tourism, visit our website today!

Wrapping Up: The Future of Coastal Tourism in Morocco

So, there you have it! Coastal tourism in Morocco is really taking off, and it’s easy to see why. With stunning beaches, rich culture, and a warm climate, it’s a magnet for travelers. But we can’t ignore the challenges that come with all this popularity. If we want to keep enjoying these beautiful spots, we need to think about how we can protect them. Balancing tourism with sustainability is key. It’s not just about having fun in the sun; it’s about making sure future generations can enjoy it too. So, whether you’re planning your next beach getaway or just dreaming about it, let’s keep the conversation going about how to travel responsibly. Happy travels!

Frequently Asked Questions

What are the main attractions for tourists in Morocco's coastal areas?

Morocco's coastal areas, like Agadir and Essaouira, offer beautiful beaches, vibrant culture, and delicious local food, making them popular spots for visitors.

How does coastal tourism benefit Morocco's economy?

Coastal tourism creates jobs, supports local businesses, and helps improve infrastructure, which boosts the overall economy of the country.

What steps are being taken for sustainable tourism in Morocco?

Morocco is focusing on eco-friendly hotels, involving local communities, and protecting marine life to make tourism more sustainable.

What cultural experiences can tourists enjoy along the coast?

Visitors can enjoy local seafood dishes, participate in traditional festivals, and shop at art and craft markets that showcase Moroccan culture.

What adventure activities are available for tourists by the sea?

Tourists can try surfing, engage in water sports, hike along coastal trails, and explore marine parks for a fun-filled experience.

How is technology changing the tourism industry in Morocco?

Technology is helping with digital marketing, making online booking easier, and offering virtual tours to attract more visitors.

What challenges does coastal tourism face in Morocco?

Coastal tourism in Morocco faces issues like environmental damage, overcrowding, and the effects of climate change.

What future trends are expected in Moroccan coastal tourism?

In the future, eco-tourism, wellness retreats, and smart technologies are expected to grow in popularity within Morocco's coastal tourism.