Essaouira has won Best Creative Living Heritage Destination at the 13th Creative Tourism Awards, organised by the Creative Tourism Network.
The results were announced in Barcelona.
The award goes to places that use local culture as the heart of their tourism plan. An international jury said Essaouira has turned its traditions, arts and living heritage into a real driver of growth.
Judges praised what they called a “circular approach”. Instead of just advertising the city, Essaouira works to attract different types of visitors throughout the year. The aim is to avoid overcrowding in peak seasons and spread benefits across the wider province.
Caroline Couret, president of the Creative Tourism Network, said the city shows how tourism can protect traditions while also encouraging new ideas.
Redouane Khane, head of the Provincial Tourism Council of Essaouira, said the award comes at an important time. He said the goal is no longer to bring in more tourists at any cost, but to improve the quality of the offer. Plans include raising service standards, better organising local operators and helping artisans and young business owners benefit directly from tourism.
The award shows the city’s focus on living culture. Gnaoua music, listed by UNESCO as cultural heritage, is part of daily life in the city. The restoration of the historic Mellah, the former Jewish quarter, has also helped scale up Essaouira’s image as a place of shared history and coexistence.
The city’s model brings together local authorities, researchers and craftspeople. For example, visitors can take part in craft workshops instead of just buying products. This helps keep more money in the local community.
Tourism plans also cover rural areas such as argan forests and vineyards in the province. This spreads income beyond the old city and reduces pressure on busy areas.
The Creative Tourism Network works with global partners, including UNESCO and the UN World Tourism Organisation, to promote creative tourism around the world.
