Tourism: Continued momentum and promising prospects

Hibapress / MAP

After a record year in 2023, the Moroccan tourism sector is experiencing notable expansion during the first months of the current year, with growth levels auguring a new high.

This performance is the result of hard work and close collaboration between the supervisory ministry, sector players and partners, which made it possible to carry out concrete and proactive actions in line with the roadmap of the tourism 2023-2026, the strengthening of air links, the intensification of promotional campaigns, as well as the improvement of competitiveness and the quality of services in tourist establishments.

In addition, the diversification of the tourist offer, the integration of technological innovation and digitalization as well as the enhancement of the country’s assets have contributed to attracting a more diversified clientele and improving the visitor experience.

A situation which resulted in crossing the milestone of 5.9 million tourists for the first five months of 2024, i.e. growth of 15% compared to the end of May 2023.

This was recently revealed by the Ministry of Tourism, Crafts and the Social and Solidarity Economy, specifying that the reported increase of 772,000 tourists in just five months reflects the continued momentum of the sector and illustrates its ability to attract increasing numbers of visitors and the effectiveness of the efforts deployed. Roadmap 2023-2026: 15.5 million tourists in 2024, an achievable goal

Continued implementation of the roadmap at regional and national levels is expected to not only strengthen the sector’s capacity to attract tourists, but also help achieve the ambitious target of welcoming 15.5 million visitors by the end of the year.

This roadmap transformed the tourism offer by moving from a destination-centered approach to an experience-centered approach structured around 9 thematic sectors and 5 transversal sectors, through several levers essential to achievement of the objectives set, such as promotion, development of air transport, strengthening of human capital, stimulation of investment in entertainment, and consolidation of tourist attractiveness.

To implement this roadmap, 8 regional contracts have been signed so far in the regions of Fez-Meknes, Béni Mellal-Khénifra, Rabat-Salé-Kénitra, Tangier-Tétouan-Al Hoceima, Drâa-Tafilalet, Dakhla -Oued Eddahab, Souss-Massa and Oriental, in addition to the development of 5 contracts for other regions.

After only 14 months of implementation of the roadmap, a substantial achievement has already been recorded. Among the major achievements is the launch of the “Morocco, Land of Light” promotional campaign in 20 global markets, a 22% increase in the number of air transport seats in 2023, as well as the signing of a partnership with Ryanair. This partnership aims to open up several regions by opening 24 international airlines and 11 national airlines.

Particular attention given to internal tourism

The ministry is also committed to promoting internal tourism throughout the year, without being restricted to specific periods, thus allowing Moroccans to benefit from the cultural and natural riches of their country.

Thus, two sectors have been dedicated to it, namely seaside tourism and tourism in natural spaces, with flagship projects such as the “Dino Park” and 3 natural parks in Ifrane, Toubkal and Souss-Massa, the green resort of Oukaïmeden and Khénifra, as well as two leisure parks in Casablanca and Marrakech. Promotion and digitalization: the levers for developing the ONMT’s action

The Moroccan National Tourism Office (ONMT) also plays a crucial role in improving the attractiveness of the Morocco destination and increasing its visibility on a global scale.

Its promotional action is manifested through various initiatives, including marketing campaigns targeting strategic markets, the organization of educational tours, partnerships with influencers and participation in large-scale international trade fairs.

At the same time, with the start of the summer season, the ONMT is preparing to welcome a growing number of visitors. Through its innovative digital platforms, the office not only offers detailed information on Moroccan destinations and suggestions for travel experiences, but also essential practical advice for organizing memorable stays in Morocco.

This preparation is reinforced by the collective commitment of stakeholders in the tourism sector to offer an exceptional experience, attract new segments of travelers and maintain the Kingdom’s strong tourism performance as a destination of choice.

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