Moroccan Ministry of Tourism Launches Call for “Secret Customer” Evaluators
On Wednesday, the Ministry of Tourism, Handicrafts, Social Economy, and Solidarity announced a call for proposals to select a “secret customer” responsible for conducting confidential inspections of Moroccan hotels.
According to a ministry statement, the deadline for submitting applications is September 15, 2025, exclusively through the public procurement platform.
The statement emphasized that these “secret visits” are a key measure in the reform of the classification system under Law 80-14 and its regulatory texts. These visits provide an objective assessment of the quality of services offered by hospitality establishments, ensuring alignment between service quality and awarded classifications.
This initiative aims to elevate the standards of tourism accommodations in Morocco to align with international criteria, enhancing its competitiveness in the global tourism market.
The assessment will involve a range of establishments, including hotels (luxury, 5-star, 4-star, and 3-star), hotel clubs (luxury, 5-star, 4-star, and 3-star), tourist residences (luxury, 5-star, 4-star, and 3-star), guesthouses (5-star, 4-star, and 3-star), riads (luxury, 5-star, 4-star, and 3-star), and kasbahs (luxury, 5-star, 4-star, and 3-star). To obtain or renew their classification, these establishments will receive visits from experts operating as secret customers without prior notice. These experts will assess the quality of services throughout the customer experience, from booking to departure, including reception, facilities, food, and all services provided. Their evaluations will be based on various quality criteria according to the type and category of the establishments.
Requirements
The experts must possess proven professional experience in “secret visits,” particularly within the hotel sector. They are expected to conduct their duties impartially and confidentially while adhering to the ethical standards associated with such services.
These “secret visits” are part of a strategy aimed at enhancing Morocco’s position in global tourism. The country currently ranks first in Africa, a status it aims to maintain and strengthen amid increasing international competition, especially with the significant challenges posed by World Cup 2030.
The project’s goal is to improve the sustainability and competitiveness of tourism accommodations in Morocco.
