Morocco Targets Israeli and African Tourists to Revive Tourism Sector

Faced with the abrupt halt and suspension of flights to and from Morocco, and with a view to diversifying markets, the Ministry of Tourism has just launched a market for the analysis of the demand of international tourists from the countries of Africa, Israel and Portugal. This approach will allow it to position itself on younger international markets with cultural, historical and political attractions, export potential and geographical proximity that could allow the Kingdom to acquire market shares on the latter.

This analysis will allow Morocco to have a better understanding of these markets in terms of consumer behavior, consumption patterns and others, and to be able to sharpen its weapons by taking the appropriate measures. Moreover, the cost of the services developed is estimated by the ONMT at 2,643,000.00 DHS including tax. In the same vein, direct flights between Israel and Morocco will be set up, as Israel represents a great opportunity for Morocco. For example, in 2019, out of a population of 9.136 million, 8.473 million made tourist trips abroad with more than 400,000 travelers in Turkey and Egypt, Morocco’s main competitors.

Moreover, when one realizes that Africa accounts for about 4% of tourist arrivals in Morocco, of which 2% are from sub-Saharan Africa, one can deduce that there is potential to be implemented. As for the Portuguese market, it is essential to improve the knowledge and understanding of the behavior of Portuguese tourists in order to gain more market share. Thus, the launch of this study will allow Morocco to have the necessary knowledge and lessons to be able to meet the needs of international tourists and thus take advantage of the opportunities available to it.