L’art culinaire, vecteur de l’image touristique des destinations : le cas de Marrakech

Cultural tourism increasingly occupies a central role in the economic offerings of tourist destinations. Indeed, many stakeholders in the sector leverage the enhancement of the destination’s image as a strategy to promote their services, with particular emphasis on culinary heritage. This approach stands out for its ability to meet the growing demand for authentic and enriching experiences, where immersion in local traditions becomes a key factor in attracting visitors. However, this image-building dynamic extends beyond just gastronomic establishments; it involves all participants in the tourism industry, from private operators to public authorities, working in synergy to enhance the destination's competitiveness. While this trend has become a recurring theme in the tourism industry, it remains a critical challenge for professionals, who must navigate an increasingly competitive international landscape.The aim of this article is to explore the role of gastronomic heritage in enhancing the image of tourist destinations, using the city of Marrakech as a case study. The methodology adopted consists of qualitative interviews conducted with twelve senior executives from both the public and private sectors, aimed at assessing the impact of culinary arts on the city's image. The results reveal that the richness and authenticity of culinary offerings, alongside immersive gastronomic experiences, play a vital role in shaping Marrakech's image as a unique and culturally rich tourist destination. Furthermore, the promotion of this heritage contributes not only to the city’s tourist appeal but also to the local economy, preserving traditional know-how while fostering sustainable growth.