Urban transport in Marrakech: the Spanish giant Alsa ejected after 26 years of reign

The announcement came on Friday morning. The Spanish company ALSA, a subsidiary of the British group Mobico, is losing its historic market in favor of Supratour, a subsidiary of ONCF. The national operator’s file convinced the decision-makers during the final phase, validating its offer for the management of urban and semi-urban transport in the ochre city and its surroundings.

This setback is a major shock for the foreign operator. Marrakech represented its gateway to Morocco in 1999, before expanding to Agadir, Tangier, Khouribga, Rabat and Casablanca. The loss of this stronghold is added to the confirmed departure from Agadir and the uncertainty hanging over Tangier, where the contract expires at the end of the year. The simultaneous loss of these strategic cities sounds like a severe correction for the company.

Alberto Pérez, Alsa’s CEO, had prepared the ground. During an internal meeting held two months ago, he informed his teams of the imminent loss of two major cities. The group’s strategy is now focused on preserving its gains in Rabat and Casablanca, where the company is trying to lock in its management.

The company’s image has been heavily degraded. Once perceived as a quality alternative, Alsa is now accumulating criticism for its irregularities. A recent investigation by the Al3omk website described the group’s management as a "octopus" responsible for a hemorrhage of foreign exchange and a hegemony of mediocrity. These reports denounce the gap between the promised standards and the reality of the service offered to Moroccan users.