Moroccan Gastronomy Takes Center Stage on French Television

Rabat – The Moroccan National Tourism Office (ONMT) is promoting Moroccan cuisine on the popular program C à Vous airing on France 5 channel.

The show debuted on Monday and will continue to air until April 26, 2024; it will be hosted by renowned chefs Fatema Hal and Moha.

Throughout the week, each episode of C à Vous is set to feature signature dishes from regions across Morocco, including Tangier, Rabat, Fez, Marrakech, and Dakhla. ONMT aims to promote Morocco as a tourism destination using gastronomy.

There is an increased number of travelers selecting holiday destinations based on local gastronomy, ONMT explained in a statement, adding that showcasing Moroccan cuisine serves as an excellent gateway to understanding the country’s culture and traditions.

The format of C à Vous provides an ideal platform to promote Morocco through its unique gastronomy. Against the backdrop of lively discussions about current events, the hosts and their guests unveil new recipes. The show is expected to garner a daily viewership of 1.4 million.

To extend the culinary experience beyond television screens, each episode will be complemented by a 90-second Masterclass-style video shared on C à Vous social media channels, the statement explains.

The videos will highlight key steps of the recipes, explore Moroccan cuisine, and introduce the audience to featured destinations.

The show aligns seamlessly with its broader “Tourism in Action” strategy, demonstrating a proactive approach to promoting Moroccan culture and tourism through food.

In recent years, ONMT ramped up efforts to promote Morocco as a world-class tourism destination. These efforts have culminated in the “Light in Action” plan the office launched in April 2023.

The action plan aims to position Morocco among the world’s Top 10 destinations by 2026. It focuses on improving four pillars: marketing, airline, digital, and distribution.

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

As part of its efforts to boost digitization, ONMT announced that it would 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.

In terms of airline connectivity, ONMT forged a collaboration with national carrier RAM to boost air travel by launching a number of new flights.

ONMT’s action plan is part of the 2023-2026 tourism roadmap, which was launched on March 17 by Morocco’s Tourism Minister Fatima 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.