Rabat - Morocco seeks to attract more than 417,000 Italian tourists in 2016, an increase of 3 percent compared to 2015, Jazzia Sentissi, a delegate of the Moroccan National Tourist Office (ONMT) in Italy, said Thursday.
Rabat – Morocco seeks to attract more than 417,000 Italian tourists in 2016, an increase of 3 percent compared to 2015, Jazzia Sentissi, a delegate of the Moroccan National Tourist Office (ONMT) in Italy, said Thursday.
“In addition to a promotion campaign based on communication and security, highlighting the cultural and historical heritage of the Kingdom and the development of seaside tourism are vehicles for growth to attract more Italian tourists to Morocco,” she said at the opening of the 36th Annual International Tourism Exchange in Milan (BIT), according to Maghreb Arab Press (MAP).
According to Sentissi, for Italian tourists there is often confusion between Morocco and other Arab destinations. “This is why we must redouble our efforts to increase cultural activities in Italian provincial cities in both the North and the South of the country,” she said.
Sentisssi went one to add that the ONMT seeks to emphasize the cultural similarities that exist between Morocco and Italy in terms of cuisine and handicrafts. “Morocco’s participation as guest of honor in Italian cultural festivals is also an excellent way to introduce the Kingdom’s rich culture and history to Italians,” she said.
The other important point, she continued, is the satisfaction rate and rate of return of Italian tourists. “The loyalty of the Italian tourist means improving the rate of return. We are monitoring this parameter for which we will try to use all means of promotion to improve this rate,” she said.
Among the actions planned for 2016, Sentissi cites the use of digital tools like online guides, smartphone applications and an increased social media presence along with Morocco’s participation in cultural mini-events, exhibitions, book presentations, artistic events and other promotional activities.
Citing the results of the past year, the delegate noted that despite a difficult international situation, “we were able to close the year 2015 with a growth of 4 percent in arrivals and in overnight stays by 1 percent through local and targeted action.”
According to Sentissi, in 2015 the number of Italian tourists reached 362,116 arrivals and 250,273 overnight stays. “Our communications strategy in 2015 was based on improving the positioning of the destination to the general public and consolidating its image,” she said.
Edited by Kelsey Fish