Morocco’s Tourism Office Turns to TikTok Influencers to Attract Gen Z Travelers

Rabat – In a bid to capture the interest and travel aspirations of the “Zoomers” generation, Morocco’s National Tourism Office (ONMT) has launched an unprecedented content production and distribution operation. Called the “Trend House,” the operation’s main objective is to position Morocco as a must-visit destination for young travelers worldwide.

This week, the Office invited a group of ten TikTok creators with millions of followers to enjoy an immersive experience in Moroccan culture, exploring various cities. The “Trend House” serves as the backdrop, aiming to stimulate the influencers’ creativity and the production of diverse content showcasing Moroccan culture, gastronomy, and local activities.

This innovative approach leverages the influence and virality of TikTok to promote the different facets of Moroccan tourism. When taking part in the ONMT’s operation, the content creators are asked to explore and capture the essence of Morocco through their creative lens.

Each expert in areas like travel, culture, water sports, or gastronomy, has used their platform to highlight Morocco’s diverse tourism offerings, particularly the “City Break” options in Marrakech and Essaouira, as well as the “Desert and Oasis Adventure” in Ouarzazate.

To maximize the impact, ONMT is set to deploy a powerful media plan in collaboration with TikTok to amplify the creators’ content produced during their stay in Morocco, ensuring it captivates and reaches an extended audience, especially Gen Z.

With this partnership with TikTok, the Moroccan tourism body hopes to leverage the platform’s advanced algorithms and engaging formats to promote Morocco-themed videos to a wider and more relevant audience.

This campaign is expected to generate over 28 million views internationally across social platforms, significantly increasing Morocco’s visibility among Gen Z. To share the secrets of successful TikTok usage with Moroccan tourism professionals, a “master class” was organized at the Trend House, where TikTok executives and content creators presented the latest digital trends.

By embracing the TikTok trends that currently dominate social media, the ONMT and Moroccan tourism professionals are driven by the urgency to keep up with the zeitgeist and ultimately make Morocco an increasingly trending hashtag.