Morocco’s Tourism Office (ONMT) is continuing its strategy aiming to boost the country’s appeal and attractiveness in European tourism markets, notably in Spain.
ONMT is extending this mission through its participation in the 45th International Tourism Fair (FITUR), which is taking place in Madrid from January 22-26.
Morocco’s pavilion, which Spanish royals King Felipe VI and Queen Letizia of Spain visited today, is one of the fair’s outstanding features this year.
The event, which is the second-largest tourism fair in the world, was inaugurated this morning by the Spanish royal couple.
Upon their arrival at the Moroccan pavilion, ONMT‘s General Director Achraf Fayda welcomed the Spanish King and his wife Queen Letizia.
Karima Benyaich, Morocco’s ambassador to Spain, and Hamid Bentahar, President of the National Confederation of Tourism, also welcomed the Spanish royals at the pavilion.
“The ONMT is out in full force for the 2025 edition of FITUR,” the tourism office said in a statement, noting that a delegation of 180 tourist operators from other Moroccan public and private sectors are accompanying the office at the fair.
ONMT is highlighting tourism assets in the country’s regions, focusing on both Errachidia and Tangier.
As part of Morocco’s participation in this prestigious global event, Royal Air Maroc and Air Arabia Maroc are also in attendance to explore the leading and emerging trends in the tourism industry.
According to the statement, Morocco’s presence at this year’s fair is a significant development.
It shows the Moroccan hospitality industry’s growing strength and confidence to make the most of the Spanish and European markets.
Last year, Spain witnessed record tourism flows to Morocco, with 3.5 million Spanish visitors.
The number represents a 160% increase compared to 2023, ONMT recalled, adding that the growth also includes a 20% increase in air capacity for winter 2024-2025.
It further marks new air connections like Madrid-Dakhla and Lanzarote-Dakhla, which is expected to drive an 8% growth for this year’s summer.
Strategic agreements
In addition to networking, the event also serves as a platform where tourism offices conclude strategic agreements to boost partnerships.
ONMT announced that it is signing strategic deals on the sidelines of FIUTR, including with CEAV and APAVT, respectively the Spanish and Portuguese tourism confederations.
The two agreements aim to position Morocco as the International Destination of the Year through initiatives like travel days and an annual congress.
The CEAV Travel Days will take place in Morocco in October 2025. It will bring 100 Spanish travel agents to explore the Moroccan market.
The APAVT annual congress will take place in 2026, and it will see the participation of 750 Portuguese tourism professionals, ONMT added.
The Moroccan office also announced that it is planning a first collaboration with the Andalusian Federation of Travel Agencies (FAAV) to display Morocco’s assets through different actions in Andalusia. In addition, it is planning to organize the FAAV annual congress in April 2025 in Tetouan, Tamuda Bay, and Tangier.
“The ONMT is also forming partnerships with major Iberian and global tour operations such as Avoris, Solferias, Destinia, Luxotour, El Corte Inglés, Expedia, Jet2.com, and TripAdvisor,” the statement said, noting that a historic partnership with the GEA agency network is also planned to promote Morocco as a destination.
Morocco notably aims to boost its tourism appeal as the country is readying to host prestigious events, namely the 2025 AFCON and the 2030 World Cup.
The ONMT said it is planning a host of collaborations, including a commercial initiative that targets the Spanish market.
Morocco welcomed over 17.4 million tourists last year. The number exceeds the target Morocco envisioned for 2026. In 2030, Morocco aims to reach 26 million visitors.
