Geographically, the Beni Mellal-Khenifra region is based on three distinct formations: the fertile plain, devoted to agricultural and industrial activities, the foothills and then the spectacular mountains of the Middle and High Atlas, conducive to the development of green tourism and niche activities.

The Beni Mellal-Khenifra region is bounded to the west by the Casablanca-Settat and Marrakech-Safi regions, to the south by that of Draa-Tafilalet and to the north by the regions of Fez-Meknes and Rabat-Salé-Kenitra. It covers an area of ​​41,033 km² with a population of 2,520,776.

It is considered a major destination for ecological tourism because of the beauty of the mountains with their reddish colours, its lakes and its majestic forest of cedars.

Between fertile plains and spectacular mountains, the Beni Mellal-Khenifra region enjoys an unsurpassed strategic location in the heart of Morocco, close to the country's main urban and tourist hubs.