ONMT Seeks to Position Morocco Among World's Top 10 Destinations

Rabat – Morocco’s National Tourism Office (ONMT) seeks to position the country among the world’s Top 10 destinations through its newly developed 2023-2026 action plan titled “Light in Action.”

The tourism office unveiled its action plan to tourism professionals and the media on April 4 as part of a new edition of “Tourism Marketing Days.”

The office’s action plan focuses on improving four pillars: marketing, airline, digital, and distribution.

In terms of marketing, ONMT aims to enhance the impact of the campaign “Morocco, Land of Light,” diversify its co-branding strategy, and promote various destinations and sectors on domestic and international markets.

As part of its efforts to boost digitization, ONMT will launch a multimedia library with images and videos for Moroccan tourism professionals, as well as a new version of the portal visitmorocco.com.

The office also intends to work with content creators to increase Morocco’s global exposure.

For tourism distribution, the office aims to double the number of services provided by tour operators and online travel agencies, as well as to prospect and engage new business partners.

Meanwhile, the ONMT-RAM collaboration seeks to boost air travel by opening new markets.

ONMT’s action plan is part of the 2023-2026 tourism roadmap, which was launched on March 17 by Morocco’s minister of tourism, Fatim Zahra Ammor.

With an allocated funding of MAD 6 Billion ($592,7 million), the roadmap aims to attract 17.5 million tourists, generate MAD 120 Billion ($11,8 billion) in receipts, and create 200,000 new jobs by 2026.

“The ONMT seeks to support the ministry’s strategy, which aims to attract 17.5 million visitors in three years and place Morocco among the top 10 tourist destinations in the world by 2026,” the office said in a statement.

Morocco has maintained its popularity as one of the world’s top tourist destinations. The Washington Post featured Morocco as one of the world’s top travel destinations for the year 2023.