HIBAPRESS
The Moroccan National Tourist Office has launched a major national campaign under the slogan "Let's Meet in Our Country," with the approach of spring. This step aims to stimulate domestic tourism and encourage Moroccans to discover their country's destinations.
The new campaign relies on an immersive interactive film and an integrated 360-degree media system that highlights the richness of the natural assets of the various regions of the Kingdom, with a focus on outdoor tourism experiences, with the aim of moving the citizen from the stage of inspiration to making the decision to travel. In this context, Asharaf Faida, the General Manager of the Office, explained that domestic tourism is a fundamental pillar in the national tourism system, pointing out that it recorded more than 12.1 million overnight stays during the year 2025, which is equivalent to about 28% of the total overnight stays in the Kingdom. He added that this dynamism is concentrated in a number of prominent destinations, including Marrakech-Safi, Souss-Massa, and Tangier-Tetouan-Al Hoceima, with a peak during the summer season, especially in August, which may represent about 40% of the total annual overnight stays. Faida emphasized that the campaign seeks to keep pace with the new transformations in the travel behavior of Moroccans, where data from the beginning of 2026 showed a 4% increase in the number of overnight stays during January, with a noticeable growth in a number of destinations such as Ifrane (+74%), El Jadida (+48%), and Casablanca (+41%). He also pointed to the increasing demand for nature-related tourism, in addition to the emergence of growing interest in new destinations, including Dakhla and Laayoune, which the campaign seeks to support by encouraging the diversification of tourism experiences throughout the year. Regarding future ambitions, the same official stressed that the Office is working to enhance the attractiveness of a number of promising destinations, including Fez, Ouarzazate, and Rachidia, in addition to the Oriental region, with the aim of achieving a better spatial balance and a fairer distribution of tourism flows. This campaign falls within a comprehensive strategic vision that aims to make domestic tourism a driver of economic development and strengthen the sector's resilience, in addition to improving the quality of the tourism experience within the various regions of the Kingdom.
