TOURIST ACCOMMODATION IN TIMES OF CRISIS IN MOROCCO

Since the 2008 financial crisis, concerns about economic downturns have persisted, impacting global markets, including Morocco’s tourism sector. The delayed effects of the crisis were felt in 2012, compounded by the 2011 Argana café attack and later, the Covid-19 pandemic. These events severely affected employment, business finances, and overall confidence. Beyond financial losses, crises demand strong managerial and communication skills. This study analyzes internal communication’s role in crisis management, particularly within Morocco’s tourism accommodation sector. The succession of crises has exposed business vulnerabilities, emphasizing the need for innovation and adaptation in organizational culture and communication.