moroccan national tourist office (onmt)

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ONMT Introduces “Light In Action”, its 2023-2026 Action Plan

The Moroccan National Tourism Office (ONMT) introduced to tourism professionals, Tuesday in Rabat, “Light In Action”, its action plan for the period 2023-2026 within the framework of a new edition of “Tourism Marketing Days”.

The Office reported that this new action plan is part of the new roadmap of tourism adopted on March 17 by the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, and the President of the National Confederation of Tourism (CNT), Hamid Bentahar, in the presence of Head of Government, Aziz Akhannouch.

The Moroccan National Tourism Office (ONMT) aims to contribute to the strategy of the ministry in charge to attain over 17 million tourist arrivals in the next three years, and to integrate Morocco in the top 10 most popular tourist destinations in the world by 2026, noting that the Office’s action plan is based on 4 pillars, namely marketing, digitalization, aerials and distribution.

“‘Light In Action’” is an ambitious action plan, perfectly aligned with the new roadmap of the tourism sector. In consultation with our professionals, our action levers will be marketing, all in digital, air X2, and market conquest. Our ambitions are great but we know where we want to go and we have already put in place the milestones,” stated Director General of the Moroccan National Tourism Office, Adel El Fakir.

The event was marked by the participation of the CEO of Ryanair, Eddie Wilson, who disclosed the airline’s goals, its strategy for the Moroccan market, and the potential Morocco offers as a travel destination.

As for the marketing aspect, the emphasis will be put on amplifying the impact of the “Morocco, Land of Light” campaign, the diversification of co-branding actions and the promotion of different destinations and sectors within the domestic and foreign markets.

Regarding digitalization, a multimedia library rich in images and videos will be launched for Moroccan tourism operators, in addition to the launch of the new version of the website www.visitmorocco.com and the strengthening of the social networking component by collaborating with content creators.In terms of distribution, the aim is to double the programming of traditional tour operators and online travel agencies, and to attract new commercial partners.

As for the new strategy’s keystone, aerials will be boosted by the opening of new markets thanks to the strength of the Moroccan National Office Tourism Office and Royal Air Maroc (ONMT-RAM) duo.

To successfully deploy this action plan, the Moroccan National Office Tourism Office (ONMT) has designed a public-private governance, as three “War Rooms” have been launched by the Office and the National Confederation of Tourism (CNT), whose mission is to discuss and implement the pillars of marketing and digital, aerials and distribution.

“Advisory boards” will also be launched in the target markets to ensure presence, monitoring and synergies with leading operators and distributors of these key markets for Morocco.

Morocco's seductive allure targets Brazilian tourists

I n an effort to capture the Brazilian market, the Moroccan National Tourist Office (ONMT) is highlighting Morocco's appeal as a travel destination to increase tourist arrivals and boost its share of the promising tourism market.

The second edition of Brazil's Travel Next Minas, held on August 16-17 at the Expominas BH Exhibition Center in Minas Gerais, brought together over 5,000 industry professionals. Morocco and Brazil are committed to boosting tourism exchange by leveraging their rich cultural heritage. Brazil's growing middle class presents a significant opportunity for tourism growth due to its strong purchasing power.

With a population of 203 million, Brazil is the primary source of South American tourists to Morocco, with around 50,000 visitors annually, according to Mohamed Amine El Joudani, country manager of the ONMT's recently opened Sao Paulo branch. The resumption of direct Casablanca-Sao Paulo flights by Royal Air Maroc on December 7, with flights on Thursdays, Tuesdays, and Saturdays, is expected to significantly increase Brazilian tourist arrivals.

«Our goal is to double the number of Brazilian tourists to 100,000 within the next three years», El Joudani told MAP. To achieve this, he emphasized the importance of training Brazilian travel agents. The ONMT is collaborating with leading tour operators like Diversa, Abreu, and Orinter to promote Morocco as a destination among industry professionals.

Beyond direct travel, Morocco aims to attract tourists through its proximity to Europe, particularly Portugal and Spain. Brazil's fascination with Morocco's rich history, culture, and cuisine will be leveraged to position the Kingdom as an alternative destination.

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The Moroccan National Tourist Office (ONMT) is responsible for promoting Morocco as a tourist destination. Its headquarters is in Rabat, Morocco.

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We are operating in a very competitive sector, and therefore we are exerting great efforts to promote the “Morocco brand” all over the world, using digital means in 2019. We are glad that tourists from Serbia are increasingly choosing Morocco as their favourite destination

M ore and more tourists all over the globe are recognising Morocco as an excellent tourist spot. Tourists from Serbia are increasingly interested in various destinations within the country, which offers beautiful coastlines and rich culture and tradition. We spoke with Adel El Fakir, Director General of the Moroccan National Tourist Office (ONMT), about the tourism industry’s prospects.

Morocco has considerable assets in the tourism field. The diversified products on offer make the Kingdom a favourite destination for tourists from all over the world. The ONMT’s mission is to promote and market the “Morocco brand”, both within the country and abroad. What activities does your Office take on the development of this sector and what are your priorities for 2019?

– Morocco is a tourist destination. It has a genuinely rich and diversified offer and enjoys a good reputation on the world stage. However, we operate in a very competitive sector that is changing constantly, so we must adapt to new channels of communication and marketing. The priority for 2019 will be the digitalisation of our promotion, in which we will insist on the strong points offered by this resource.

The number of Serbian tourists visiting Morocco has tripled or quadrupled in recent years, despite the absence of direct flights, demonstrating a particular interest in Morocco as a destination. Don’t you think it is high time to propose – through tour operators – specific packages for the tourists of Balkan countries, who are eager for culture and discovery?

– We are aware of the interest among Serbian tourists in Morocco as a destination and the ONMT has already outlined its presence by participating in the country’s main tourism promotion event, the Belgrade International Fair of Tourism, in both 2017 and 2018. In order to promote a better understanding of our destination, promotional material about Morocco has been published in the Serbian language. Moroccan tourism packages are offered by Serbian tour operators, via flights from Budapest with Wizzair and Ryanair.

How could the ONMT contribute to the establishment of direct flights between Belgrade and one of the Moroccan cities, to serve Serbia and the Balkan region?

– We are ready to study any partnership proposal coming from airlines and tour operators, with the aim of highlighting the assets of Morocco and its regions as a destination.

• Adel El Fakir
• Morocco 2019

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