The focus of this study is the development of a topical-interactional course for Moroccan undergraduates specializing in the area of travel and tourism. The existing global courses have not been designed for this particular market and are therefore alien to the local needs. A survey was conducted in the region of Agadir to establish the needs of employers and employees in the travel and tourism industry. Employers point out that most candidates lacked the communicative/pragmatic skill necessary for the jobs they were applying for. The employers cite the 'general' aspect of the English language syllabus taken at university as the main cause. The great majority of employees in the sector find that 'the intercultural aspects of communication' constitute a major challenge. The findings underline the importance of developing a course which suits local needs and takes into account the cross-cultural dimension.