Morocco Launches 'Aji' and ‘We Are Open’ Campaigns to Revive Tourism

Rabat – The Moroccan National Tourism Office (ONMT) launched on Wednesday “Aji” (Come) and “We are Open” campaigns to promote the North African kingdom as a tourist destination for Moroccans and foreigners, Morocco’s Press Agency (MAP) reported.

The initiatives follow a series of meetings between ONMT and European tourism operators, the office indicated in a press release, noting its efforts to promote Morocco as an optimal destination for tourism.

ONMT adopted a “targeted communication strategy” to highlight the attractiveness, accessibility, safety, and exoticism of Morocco. By relying on digital marketing tools, it has launched a three-step communication plan.

Starting a week prior to Morocco’s reopening of its airspace on February 7, ONMT shared information on travel requirements to enter Morocco.

After ensuring the availability and spread of information to potential travelers, the office released a video titled “We are Open” on February 7 for the official announcement of Moroccan airspace reopening.

The video is set to circulate for three weeks on popular social media platforms, including Facebook, Instagram, and Tiktok. The campaigns’ main targets are France, Spain, Germany, the United Kingdom, and the United States travel markets.

By the end of February, the Moroccan tourism office seeks to widen the scope of the operation through producing video content, “Visit Morocco Originals,” that will reflect Morocco’s culture and natural landscapes.

ONMT will also partner with well-established influencers specialized in lifestyle, travel blogging, music, gastronomy, among other sectors to target international tourists looking for travel destinations for their winter and spring holidays.

For domestic tourism, the office launched the “Aji” (Come) campaign as a continuation of the “Ntla9awfbladna” (let’s meet in our country) operation initiated in 2020. The two initiatives urge Moroccans in the country and in the diaspora to discover the North African kingdom.

“Aji” campaign is based on four invitations formulated in Darija (Moroccan Arabic dialect) — “Aji t’ktachef” (come explore), “Aji t’mendar” (come sight-see), “Aji t’7erek” (come move), and “Aji t’rta7” (come relax). The goal of the campaign is to call for the discovery of Morocco’s cultural heritage, nature, and landscapes as well as adventure and outdoor activities and relaxation.

The four themes appeal to three social groups with different needs, young people searching for an adventure, families looking for quality time, and senior citizens wishing to rest.

To reach the targeted population, ONMT has planned a marketing campaign in partnership with influencers to promote the “Ntla9awfbladna” brand throughout Valentine’s week.

The office has conceptualized two activities to mobilize Moroccans, “Maroc Trip” treasure hunt and Instagram photo contest #Nsafro_Wnchoufo_Challenge (#Wetravel_Andobserve_Challenge). The treasure hunt event divides Moroccan influencers into two groups, “youth team” and “family team,” with the goal of simultaneously competing and exploring the country.

Through the study of travel and consumption trends and the use of new technologies, ONMT has designed national and international campaigns to revive the Moroccan tourism sector amid the COVID-19 pandemic.

ONMT’s efforts come as a response to the economic crisis the Moroccan tourism sector has witnessed during the ongoing COVID-19 pandemic.

With an annual loss of 20 million travelers and MAD 90 billion ($9.59 billion) in foreign exchange profits between 2019 and 2021, Moroccan tourism operators consider themselves the main victims of the pandemic.

“Ntla9awfbladna” campaign aimed to alleviate the impact of border closure on operators through encouraging domestic tourism. Yet some tourism professionals told Morocco World News that the initiative was not enough to save their businesses and livelihoods or even to accelerate the much-desired return to pre-COVID normal.

With the recent border reopening and ONMT’s continuous efforts to promote Morocco on the international scene, the sector might witness a gradual recovery in the upcoming months.