Morocco's ONMT Launches Second 'Land of Light' Campaign

Following the success of the “Morocco the Land of Light” campaign, the Moroccan National Tourism Office (ONMT) launched a second campaign targeting 19 countries in an effort to promote Morocco as a holiday destination to the international market.

Rabat- Following the success of the “Morocco the Land of Light” campaign, the Moroccan National Tourism Office (ONMT) launched a second campaign targeting 19 countries in an effort to promote Morocco as a holiday destination to the international market.

According to ONMT’s report, the results of the campaign’s first wave met expectations, with 60% of “international tourists” being exposed to the campaign in the target markets.

The report also added that the percentage reached 74% and 80% in Spain and France respectively, and that “96% of those who recognized the campaign demonstrated a clear intention to visit Morocco.”

ONMT’s general director Abdel El Fakir presented a performance report detailing the outcome of the first campaign to the members of Morocco’s National Confederation of Tourism (CNT) and the presidents of the Regional Councils of Tourism on Thursday, said the ONMT in a statement.

El Fakir described the first campaign as a “one-of-a-kind campaign that will allow Morocco to position itself among the top ten most desirable global destinations.”

ONMT’s goal is to “better market the diversity of Morocco’s attractions including its enormous geographical, human, artistic, cultural, and artisanal wealth.”

El Fakir stressed, “Our goal is to develop modern, global, and distinct destination brands that capture the full range of Moroccan experiences.”

The second campaign will be promoted through a TV media strategy that includes major international channels as well as cinema. The campaign will also place a strong emphasis on posters and print media, as well as on social media.

On November 9, ONMT won the “best stand design” award at the World Travel Market in London, for its stand which stood out for its light and large 630 meter squared design.

The award reinforces the ONMT’s efforts in the British market, which is important for Morocco’s tourism revival. The ONMT aims to accelerate growth and double tourist flow to Morocco aiming to exceed 1.2 million people by 2027.