Territorial tourism performance: Case of destination Fez[La performance touristique territoriale : Cas de la destination Fès]

The contemporary context of the tourism market, marked by changes in tourist demand, competition and new managerial practices, is pushing each territory to evaluate and modernise its tourism strategies in order to improve its attractiveness. Such a concern, in terms of tourism destination performance, continually pushes the various territorial tourism stakeholders to reinvent their business strategies, through the innovation of tourism services and related services. Admittedly, the performance of any tourist destination is more dependent on compliance with customer expectations and requirements and competitiveness requirements. This can be achieved by mobilizing and optimizing multiple local tourist potentialities, thus pushing towards more authenticity and more intrinsic specificity of tourist products. This spatial differentiation via territorial image and identity, and the improvement of their visibility and readability on the national and international market is very sensitive to the contribution and commitment of the various stakeholders, and in particular customers. In Morocco, and in accordance with the 2020 tourism development vision and the very foundations of advanced regionalisation, the performance of any tourist destination is more dependent on the ability of territorial stakeholders to develop the territorial anchoring of the tourism product offered, as the main lever for sustainable and sustainable development of tourism attractiveness. Indeed, the Fez-Meknès region, and particularly the city of Fez, seeks to base its attractiveness mainly on heritage as the foundation of the territorial image and identity. What is the assessment of the performance of the tourist offer of the destination Fez? This is the issue to which our communication seeks to discuss. To address this issue, we mobilize the literature review to identify the concepts of attractiveness and performance of a tourist destination, and its determinants, through the development of a composite index (P. T. I.), before empirically analyzing the assessment of the tourism performance of Fez destination, through the statistical analysis of the P. T. I. Fez, and identify the necessary lessons for a better promotion of the attractiveness of the city.