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Rabat — The Government Council approved the appointment of Achraf Fayda as the new Director General of the Moroccan National Tourism Office (ONMT) in a council meeting today. Fayda succeeds Adel El Fakir, who left the position in June to take on the role of Director General at the Moroccan Airports Authority (ONDA).
Fayda brings a wealth of marketing experience to the position. Since 2022, he has served as marketing director at Centrale Danone and previously held the role of regional marketing manager at Coca-Cola. His career, however, has been largely focused on the agri-food sector, making his appointment to lead ONMT an unexpected move.
This decision signals a new chapter for ONMT, which plays a pivotal role in promoting Morocco as a leading global tourism destination.
The appointment also ends several months of interim leadership at the office, which is crucial for advancing Morocco’s tourism industry—one of the main pillars of the national economy.
Under Fayda’s leadership, ONMT is expected to continue its efforts to strengthen both domestic and international tourism. In October, the office launched a new communication campaign, “Ntla9awfbladna” (“Let’s meet in our country”), designed to encourage national tourists to explore Morocco’s diverse cultural and tourist destinations.
Looking ahead, ONMT plans a third campaign in 2025, aimed at promoting spring and summer vacations with a focus on the country’s seaside and nature offerings. These initiatives are part of broader efforts to revitalize the tourism sector, attract a diverse range of visitors, and boost Morocco’s position in the global tourism market.
Tourism revenues in Morocco have already shown promising growth, reaching a record $1.74 billion in foreign currency as of August. This is a nearly 20% increase compared to the same period last year.
With the new leadership and ongoing initiatives, ONMT is set to continue its vital role in driving the country’s tourism industry forward.
