Morocco Unveils Ambitious Plan to Become Top 10 Global Tourist Destination by 2026

As part of the new roadmap for the tourism sector signed on March 17, 2023, the ONMT aims to contribute to the objective of the supervisory ministry to reach 17.5 million tourist arrivals within three years and to place Morocco in the top 10 of global destinations by 2026.

For Adel El Fakir, CEO of the ONMT, "Light In Action is an ambitious action plan, fully in line with the new roadmap for the tourism sector. In consultation with the professionals, our levers of action will be marketing, all-in digital, air transport and the conquest of markets. Our ambitions are great, but we know where we want to go and we have already laid the foundations."

An event marked by the presence of Eddie Wilson, CEO of the airline Ryanair, who unveiled the company’s ambitions in Morocco, as well as its action plan for this market and the opportunities offered by the destination.

The marketing component of the ONMT’s action plan will focus on amplifying the impact of the "Morocco, Land of Light" campaign, diversifying co-branding actions and enhancing the various destinations and sectors on domestic and foreign markets. Regarding digital, a rich media library of images and videos will be made available to Moroccan tourism operators, in addition to the launch of the new version of the visitmorocco.com portal and the strengthening of the social media component in collaboration with content creators. For distribution, the ONMT plans to double the volume of programming of traditional tour operators and online travel agencies, as well as to approach and activate new commercial partners. Finally, air transport, the spearhead of the new strategy, will be boosted by the opening to new markets thanks to the collaboration between the ONMT and RAM (Royal Air Maroc). The point-to-point network will be doubled from the high-potential source basins, while also strengthening the domestic network.