Morocco Taps Global Ad Agencies to Revitalize Tourism Industry

Three global communication agencies are competing for the project. This is proof that the ONMT intends to respond to the new expectations and aspirations of travelers, with digital at the heart of the system.

According to L’Economiste, the Office also intends to refine its message, since "travelers today expect simpler discourses, they want to know the essence of a country’s brand," says ONMT CEO Adel El Fakir. The time of mood purchases is over, because customers want to be informed about what they gain by coming to your country.

The battle will no longer be about the number of travelers to attract (elusive due to the crisis), but about defending and developing market shares, with priority to digital.

The Office has been working on this for about a year and a half, with the benefit of more flexibility in managing its operations and its delegations abroad. "The two promotional campaigns, national and international, will be 100% digital in their spirit and their tools. We will put in place an ecosystem that will allow you to navigate everywhere in Morocco, in all tourist experiences, in three clicks," promises Adel El Fakir.

On the commercial side, due to Covid-19, it will be necessary to adapt to a new order, counting on border restrictions, themselves dependent on the evolution of the pandemic. "If tomorrow we have an opportunity to receive tourists, the operators must adapt in 24 to 48 hours, because everything is online now. With partners, tour operators and airlines, contracts are updated weekly," notes the ONMT CEO, with this slogan that now applies: responsiveness and adaptability.