Moroccan Tourism Office Unveils Aggressive Plan to Revive Agadir’s Beach Appeal

During the meeting organized at the Wilaya of the region and chaired by the Wali of the region, the president of the Moroccan National Tourist Office recalled his vision for the city of Agadir, a tourist city to which his office pays "particular attention". To succeed in this challenge, the ONMT wishes to implement an aggressive promotion strategy that can be summarized in three points: Make Agadir a strong seaside brand and focus the promotion on the most important source markets, namely France, Germany and the United Kingdom. The ONMT also wants to integrate Taghazout into the Agadir brand in order to bring innovation and generate new interest in the brand.

It also wants to strengthen air links from the main source basins. Regarding air links, the ONMT has signed a partnership with Royal Air Maroc, which has been offering since last December 4 new direct flights connecting Agadir to London, Brussels, Manchester and Lyon, at a rate of 2 frequencies per week for each route.

For the Office, this strategy aims to allow the capital of Souss to recover its lost market shares. Over the past five years (pre-Covid period), the city has seen an average 8% increase in arrivals, compared to a 5% increase in overnight stays.

In detail, the first two providers of tourists are the French and German markets, which account for nearly 51% of market share. As for the British market, it rose to +8% of overnight stays in 2019 compared to 2018.