Morocco Launches Major Campaign to Boost Domestic Tourism

Professionals and ONMT are determined to pool their efforts to prepare this relaunch. This "will have to be particularly offensive and the levers will have to be activated quickly," the Office stresses. "Our strategy will revolve around air transport, the implementation of a strong brand for Fès-Meknès and the hinterland for international markets and a more targeted approach for the national market," said ONMT Director General Adel El Fakir, following a regional meeting that brought together the Office’s managers and tourism professionals in the region.

"We are counting on ONMT to support us in order to implement the necessary actions in terms of air transport and positioning on the national and international chessboard, so that the professionals in the region can resume their activities and regain the lost market shares," said the President of the Regional Tourism Council of Fès-Meknès, Aziz Lebbar. Concretely, ONMT is approaching international airlines, particularly low-cost ones, for a resumption of direct flights to the main source markets, particularly France, Germany and Spain, the press release states.

ONMT is currently working on setting up flights from the French province to Fès, in partnership with Moroccan and French airlines, as well as on capitalizing on existing flights through Moroccan airlines departing from Casablanca and a reprogramming of flights to Fès from Madrid and Barcelona.

In parallel, ONMT’s marketing action plan will rely on a strong "culture and heritage" brand for Fès-Meknès, and a "nature and discovery" positioning for the hinterland (Ifrane, Boulemane, Séfrou, Taza...).