Tangier, the storied Moroccan city beside one of the Pillars of Hercules that pinches the Mediterranean Sea at its western end, is being renewed with the help of hotels.
New hotel openings in the city include the Fairmont Tazi Palace Hotel, which opened Dec. 1 under the leadership of General Manager Fabien Gastinel.
In the 1950s to 1970s, this city of almost a million people was the home for numerous musicians, Beat poets and others who found freedoms in what was designated after World War I as the Tangier International Zone. Notable residents included poets Brion Gysin, William S. Burroughs, Paul Bowles and Allen Ginsberg, The Rolling Stones and Barbara Woolworth Hutton.
Gastinel said while the city — which is one of the oldest in Morocco with a history spanning 2,500 years — might not be as popular a destination as Fez and Marrakech, it is an exceptional place that is becoming more popular.
“Americans, French, Spanish, British, they have all been here, and the casbah is incredibly special — a white casbah, charming and with the feel of a Greek village,” he said of the historic section of Tangier.
He said his hotel is one of the key renovations bringing new life to the city. The Fairmont Tazi Palace Hotel, the first of its brand in Morocco, is in a building that formerly was a private residence built in 1920 by Amit Tazi, an adviser to the king.
“It was completed between 1935 to 1940, but no one ever lived there. We chose it as it is on the top of a hill that controls the city. It is somewhat reversed, with the lobby at the top and the guestrooms below,” he said.
He added the property has tripled in size over the decades, from 40 to 133 rooms.
Fairmont Hotels & Resorts’ adventure with the hotel started in 2014, with construction beginning in 2017.
“The interior palace we kept and improved, wanting to keep its identity, and the facade we were not allowed to change as it is recognized as a national building,” Gastinel said.
He added that many of the city's most glorious homes, known as riads, have become small guest houses and hotels.
“It is surely developing. Waldorf Astoria is coming, too,” he said, referring to a hotel due to open in 2025 that will be the brand’s debut in Africa.
Adventurous Guests
Gastinel said most guests come to Tangier by boat, especially on the route from Algeciras, Spain, which is a little more than 30 miles away. But international flight routes are expanding.
“There is a large Moroccan community in Europe. Flights are coming from Madrid, Barcelona, Paris, Amsterdam daily, Milan, Istanbul in the summer, London three times a week, [and] Lisbon,” he said.
To help further cement Tangier as a stand-alone destination, Gastinel said his hotel is partnering with exclusive vendors and attractions in the city.
“Partners that give us an experience that is unique. The most beautiful houses for an aperitif, the sunset and to enjoy views of the ocean. We have partnered with a guide specializing in this — art, which is very much of interest, especially for guests from the U.S.,” he said.
“One of our commitments is to engage with the local community. There is a lot of pride here, so we want to partner with schools, sponsor local art and fashion events, to contribute to the growth of the city,” he added.
Gastinel said hoteliers are in discussion with a neighboring, low-income village on ways the industry and village can be mutually beneficial.
“It is a quite different crowd to Marrakech, where I was based for three years. Marrakech is more of the bling-bling crowd, a party crowd. Tangier is more cultural, and we have one sea to the right, one to the left,” he said, referring to Tangier being the point where the Mediterranean Sea and Atlantic Ocean meet.
He added the city is undergoing change.
“The Corniche is green and clean; the weather is pleasant all year. Tangier is the Mediterranean’s largest port. There now is a high-speed train from Casablanca, and what used to be a four-hour drive now can be done in two,” he said.
Moroccan Marker
Gastinel, who was the hotel’s first recruit, said he spent a great deal of his time this year building a team of between 220 and 240 members.
“We’ve looked at every aspect of the commercialization of the hotel, to position the hotel well and to make sure a mark is made. The hotel will surely be a landmark in Tangier. We have given the palace life, and we are proud of that,” he said.
He added the hotel, which will be open all year, is at its busiest in the summer.
“In terms of labor challenges, Morocco is not different to many markets, but we were very pleased in that we had no issues finding employees, who were happy to find a role in the winter,” he said.
“It is about believing in the destination; Tangier has a lot of potential,” he said, adding next month Fairmont will open its second Moroccan property in the capital Rabat.
Gastinel said he started his career in his hometown of Saint-Tropez, France, at hotel La Pinede.
“I was doing seasonal jobs at age 17 and 18. I saw the general manager there, who was immaculate, from his shined shoes to the top of his head, and I wanted to be that person. I have always been passionate about cultures,” he said.
Gastinel's roles as restaurant manager and assistant director of food and beverage at Accor were followed by positions at Shangri-La hotels in Shanghai and Singapore and then positions at the Armani Hotel, Dubai; Waldorf Astoria Beijing; and Waldorf Astoria Cairo.
His most recent role before starting at the Fairmont Tazi Palace Hotel was as general manager at the Oberoi Marrakech.