Secret Destination by The MICE Expert Lands in Morocco: A Standout 6th Edition in Ouarzazate

The Moroccan tourism landscape continues to gain momentum on the global MICE scene, and the latest edition of “Secret Destination” by The MICE Expert is a clear example. For its sixth edition, the concept brought nearly 100 top decision-makers from leading French MICE agencies to the heart of southern Morocco, unveiling Ouarzazate as the destination only upon arrival.

A Unique MICE Concept Showcasing Morocco

Organized by KTI Voyages in collaboration with Office National Marocain du Tourisme, this immersive experience was designed around the theme “Adventure and MICE differently.” After previous editions in Abu Dhabi and Cappadocia, Morocco’s Grand South took center stage, offering a fresh perspective on incentive travel and corporate events.

The concept itself stands out in the MICE industry: participants embark on a journey without knowing the destination, enhancing curiosity, engagement, and emotional impact from the very start.

From Erfoud to Merzouga: An Immersive Journey

The experience began in Erfoud with a convivial evening featuring a comedy show by Moroccan stand-up talents based in France, setting a tone of connection and cultural exchange. The journey then continued to the iconic Merzouga Desert, where a workshop and open-air concert in the dunes created a memorable blend of business and entertainment.

This fusion of professional networking and immersive local experiences reflects a growing trend in MICE tourism: creating meaningful, emotionally engaging moments rather than standard corporate formats.

A Strong Human and Social Impact

Beyond the experiential aspect, the program incorporated a powerful social dimension. Participants visited a local school in the Ouarzazate region, contributing to a collective initiative that funded renovation works and the construction of a sports মাঠ.

This moment, enriched by a traditional couscous shared with local families, highlighted Morocco’s values of hospitality, authenticity, and generosity, leaving a lasting impression on attendees.

Ouarzazate: A Rising MICE Destination

Often referred to as the gateway to the desert, Ouarzazate revealed its full potential as a high-value MICE destination. Known for its kasbahs, cinematic landscapes, and growing hospitality infrastructure, the city offers a unique combination of culture, nature, and event capabilities.

Participants also experienced the legendary Berbère Palace, an iconic hotel that has hosted numerous international film productions, reinforcing the destination’s prestige and storytelling appeal.

A Spectacular Gala at the Atlas Studios

The highlight of the program was undoubtedly the gala evening hosted at the famous Atlas Studios, among the largest film studios in Africa.

Guests were immersed in a cinematic universe, with live stunt demonstrations and reenactments inspired by global productions such as Gladiator, Kingdom of Heaven, Cleopatra, and Game of Thrones. The transformation of the studios’ marketplace into an exclusive reception venue created a memorable finale blending spectacle, emotion, and networking.

A Successful Franco-Moroccan Collaboration

This sixth edition was widely praised by participants, who left inspired with concrete ideas and a renewed vision of Morocco’s potential in the MICE sector. The success of the event highlights the strength of collaboration between international and local stakeholders, including The MICE Expert, KTI Voyages, ONMT Paris, and Atlas Studios.

Morocco Strengthens Its Position in the Global MICE Industry

With its diverse landscapes, rich cultural heritage, and ability to deliver immersive, high-impact experiences, Morocco continues to position itself as a leading destination for MICE tourism.

This edition of “Secret Destination” not only showcased the unique appeal of Ouarzazate but also reinforced the country’s ability to innovate in experiential travel, offering corporate clients something beyond the conventional.