Morocco Unveils Tourism Strategy to Boost Global Ranking Amid Pandemic Recovery

Adel El Fakir, CEO of ONMT, initially reported on the assessment of the three-year Act 2018-20 strategy, which made it possible to identify the main areas for improving the strategy and the operational approach of the Office. These projects, initiated before the start of the health crisis, are based on three axes:
• The operational architecture and the adoption of a new market-oriented organizational chart;
• The growth of activity by strengthening demand management and the brand strategy;
• Institutional transparency by strengthening consultation with all stakeholders in the ecosystem.

This strategy aims to position Morocco among the ten best global destinations and to optimize tourism revenues.

From the first hours of confinement, an intense communication action was carried out towards national professionals, for a good understanding of the situation, as well as permanent contact with international partners was maintained, through regular exchanges. In total, 600 tourism operators were approached in the country and the Office marked its presence at virtualized international trade fairs concerning the sector. The Tourism Marketing Days (TMD) initiated in 2019 were renewed in virtual format, confirming the adaptation of the sector to digitalization, which has become essential in this period of health crisis.

And then, the Moroccan destination has moved from the mono-brand to a multi-brand strategy targeting national and MRE travelers, world travelers and professional, institutional and media partners. The "Ntla9awfbladna" brand, dedicated to the domestic market launched in May 2021, is more creative and very incentive towards Moroccans in Morocco and around the world.

In its strategy to regain the country’s positions, more than 3.5 million seats on arrival are made available to travelers for the period from June 15 to September 30. As for distribution, contracting with partners allows reaching, for the period from June to October, 106,000 nights for traditional tour operators and one million nights with OTAs, or respectively 25% and 40% of the 2019 achievements.