Aim: The Ourika valley, located less than an hour from the red city of Marrakech, is undergoing diverse and rapid environmental, demographic, socio-cultural, economic, etc., natural changes. These changes also affect the traditional production systems and the local way of life. Our research axis will lead the reflection and inscribe it in the framework of a territory project aiming at structuring these resources/territory (what can be done; what happens there; offers channels; events). Innovation, valorization, combination, and connection give different forms of wellness tourism a transversal and sustainable territorial approach. Methodology: To address our research problem, we chose the quantitative method based on the objective observation of phenomena and events that exist and independently of the researcher who measures them. It can analyze the data by exploration and generalizing the results to the entire population. Findings: The product of the tourist gardens constitutes an opportunity to be seized to supplement the current tourist activity in the valley with a new one. And the aromatic and medicinal plants are no longer to be demonstrated or described in the OURIKA valley. Indeed, this industry is well established, well managed, and has a very strong image. Several national and international brands are supplied with these plants and recognize their quality and value in cosmetics, care, and well-being. Implications/Novel Contribution: The current study sheds light on the tourism sector in Morocco, as well as the innovative variables that contribute to the enhancement of tourist-related activities in the region.