ALSA arrived in Morocco in 1999, choosing Marrakech as its first destination, followed by Agadir. In 2013, after winning an international tender, it set up operations in Tangier. Its general manager, Alberto Pérez, tells Atalayar about the company’s arrival in this city, its evolution and the potential of this constantly changing region.
In the northern region of Tangier-Tetouan-Al Hoceima, transport, connectivity and mobility are essential. How has your experience in Tangier been?
Our experience in Tangier has been very positive. We started in Morocco in 1999, in Marrakech, then in Agadir, and in 2013 we entered an international competition and won it in the Tangier region. The city’s growth was beginning to take shape. Renault and other industrial companies related to the automotive and textile industries were setting up there. We invested heavily in this opportunity and I think it has been very positive for us and for Tangier. In terms of transport, it is the best-equipped region. Economic growth in the region has been phenomenal. Our business is somewhat of a barometer for economic activity. In 2012, the former operator transported 15 million passengers, and we now transport 62 million, a fourfold increase in that time.
When it came to winning the international tender, what was the process like and how did you meet the requirements for establishing ALSA in this region?
Although we had experience in Marrakech and Agadir, the truth is that our contacts in Morocco told us that Tangier was a complicated region, but we were very well received by customers, citizens and authorities alike. Setting up a business in Tangier is no more complicated than in Spain. The opportunities are visible, and not only in our sector. I think it is an easy region that should be seriously considered by anyone who wants to start a business. It is a region with high potential.
In addition, the authorities, the Regional Investment Centre, the Investment Charter in Morocco, etc. are now making it much easier for foreign investors to do business.
Indeed, what the government wants is for these regional investment centres, which are like catalysts for economic development in the regions, to facilitate all the administrative procedures so that the time between the drafting of an investment project and its implementation is reduced and everything is done quickly. These centres have a lot of autonomy, which is very good for investors.
With a one-stop shop that is very efficient…
Exactly. When it comes to paperwork, procedures, licences, setting up a company, etc., everything is made easier by the one-stop shop and thanks to the regional investment centres. In the specific case of Tangier, the Regional Investment Centre is particularly dynamic and much more proactive than in other places.
How did you decide to enter Tangier in those years to take over urban transport?
There was a clear need. The city had launched an international tender that had failed twice, and on the third attempt, the authorities came to the embassy to ask us to recommend that we participate. And so we did. We carried out preliminary studies. At first, we thought it was interesting, but in the end, when all the safeguards you put in place on a new project to see if you’ve really got it right show you that you can trust it, you end up convinced that you’ve made a good choice and you jump in at the deep end. We are very happy with our progress in Tangier. The buses are state-of-the-art and the drivers are well-trained Moroccans.
How did this strategic approach come about?
We started with a new fleet, with the same quality standards as in any other international tender. The drivers are Moroccan and very good. They receive ongoing training. In 2023, we will send Moroccan drivers to work in Spain with the approval of their driving licence and the CAP, the professional card. This is a very important milestone. In Tangier, there have been fewer barriers than in other cities.
Let’s talk about prices, payment methods and the innovation used by ALSA.
We have implemented transport services that integrate the latest management technologies, not only in terms of buses, but also in everything related to the ticketing system, cards, season tickets, connection management, price reductions and promotions. We manage all of this through Spanish technology implemented in Tangier, which works very well. You can pay via the website or other payment gateways. People have adapted very well.
Have the people of Tangier welcomed you? Do you have any problems?
It’s one of the best experiences we’ve had in Morocco, precisely because of the reaction of the citizens. It’s one of the cities where we have the least fraud and vandalism, where I think our services are most appreciated, and the proof is what I said before: in 12 years, we’ve quadrupled the number of passengers.
Safety is another key aspect of your management…
Absolutely.
Safety, in terms of road safety, is essential. In Tangier alone, we provided 7,000 hours of training last year. We have on-board security camera systems and an alarm button in case of aggression or any extraordinary incident that the driver may encounter, in addition to traditional technologies such as ABS, ASR, etc. We offer a comfortable service with maximum safety for passengers.
And with an adequate accident rate.
Tangier can become quite a complicated city in terms of traffic, especially during the Operation Paso del Estrecho in July and August. We started with a rate of 13 accidents per 100,000 kilometres and today we are at just over one, thanks to technology, training and incentives for drivers.
As someone with a lot of experience in Morocco, what would you say to any Spanish entrepreneur considering starting a business in Morocco, here in Tangier?
Limit the risks and give it a try, because then you will see a whole new world open up. It is an exceptional country for business where opportunities are multiplying because the needs are great.
And apart from good business, can you have a good quality of life in the Tangier region?
My mother was from Puerto de Santa María, and I always say that it is the mirror image of Cádiz in Morocco. The landscape is very similar to that of Tangier. It is a great place to live, with an impressive quality of life. And it is just a stone’s throw from Spain.
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