Morocco Unveils New Tourism Strategy to Revive Sector Post-Pandemic

The tourism sector is one of the most impacted by the health crisis. In view of the difficulties recorded since the beginning of the pandemic, the ONMT has looked at market studies, brand or product strategies, to install the appropriate tools for the relaunch of the sector. And "today, we can say it: we are ready to restart as soon as the conditions allow it," said Adel El Fakir, General Director of the ONMT.

But, while waiting for the right time to start, the ONMT has carried out market and trend studies, in order to better understand the emerging dynamics, as well as the micro-transformations that define the desire of tourists. Thus, "the studies we have conducted have provided us with highly strategic sectoral intelligence, which has allowed us to precisely identify the perceptions around the destination, its positioning and the motivations of its potential visitors. The results of these studies have provided us with precise insights and a fine and nuanced knowledge of the levers of attraction for tourists," said Adel El Fakir.

Thanks to the information from the studies, the ONMT has given itself a new brand architecture. Thus, in addition to the historic Visitmorocco brand, the office is installing the Ntla9awfbladna brand, which will be dedicated to the promotion of domestic tourism among Moroccans, and the institutional ONMT brand, for interactions with the professional and institutional ecosystem of the office, nationally and internationally.

To make this new architecture effective, an advertising campaign will be launched nationally next week, in order to encourage each Moroccan to discover his country. This movement will expand internationally, starting with France, Spain, the United Kingdom, Germany, the United States, Israel, before extending to other countries as health conditions are favorable, in order to present the assets of Morocco. This campaign will also be digital for more visibility, because, to compete with the world’s largest destinations, the standards should be at the top level, the ONMT stressed.