In 1999, the Late King Hassan II entrusted HRH Princess Lalla Hasnaa with the primary mission of monitoring the tourist beaches that are most vulnerable to human activity.
Operation "Let our beaches smile" was thus born.
It was based on the innovative idea that environmental protection is everybody's responsibility. Accordingly, a highly collaborative partnership was needed between the Mohammed VI Foundation for Environmental Protection, local government and the various economic operators most likely to support significant activities with local associations.
In 2001, His Majesty King Mohammed VI, very aware of the great environmental challenges and Morocco’s invaluable ecological heritage, endowed his country with a Foundation for Environmental Protection and entrusted it to Her Royal Highness Princess Lalla Hasnaa, naming her as President to ensure its future.
In 2007, six years later, in tribute to her efforts in the preservation of coastal environments, Her Royal Highness Princess Lalla Hasnaa received the prestigious award, the title of Ambassador of the Coast, from the United Nations.
Between these three dates, an ambitious policy based on protection, monitoring, respect and preservation was developed.