Morocco’s national tourism development agency has launched an international call for bids to hire firms specializing in mystery guest evaluations at hotels and other accommodations across the country. The goal is to conduct anonymous assessments of service quality in a wide range of establishments—from upscale hotels and resorts to traditional riads and three-star properties.
These undercover audits will simulate a full guest experience, with evaluators posing as ordinary travelers. From booking and check-in to dining, room service, and final checkout, every aspect of the customer journey will be scrutinized. Each type of lodging will be judged against tailored criteria that reflect its classification and level of service. To qualify, applicant companies must demonstrate extensive experience in mystery audits, particularly within the hospitality industry, and must guarantee objectivity and discretion throughout the process.
This initiative is part of a broader overhaul of Morocco’s hotel classification system, mandated by Law 80-14. The purpose is to ensure that advertised ratings accurately reflect real-world service standards. Beyond internal improvements, the program also supports Morocco’s broader ambitions to solidify its status as Africa’s leading travel destination and gear up for major global events, including its co-hosting of the 2030 FIFA World Cup.
All bids must be submitted no later than September 15, 2025, exclusively through the national public procurement platform. Full application details are available on the official website of the Moroccan Agency for Tourism Development (SMIT).
