Spanish Tourism Giant Ávoris Signs Strategic Agreement with ONMT

Doha – Ávoris Corporación Empresarial has signed a three-year agreement with the Moroccan National Tourism Office (ONMT) to boost Spanish tourist flows to Morocco, during the 45th International Tourism Fair (FITUR) in Madrid last month.

The strategic partnership focuses on promoting key Moroccan tourist attractions including Marrakech, the Atlas Mountains, Essaouira’s beaches, and the Sahara Desert, according to a statement from the tourism operator.

This collaboration aims to position Morocco as a reference destination for Spanish travelers through joint marketing campaigns emphasizing authentic and sustainable experiences.

The agreement comes at a time when Morocco is experiencing significant growth in Spanish tourism, with 3.5 million Spanish visitors recorded last year, representing a 160% increase compared to 2023.

The signing took place during FITUR 2025, where Morocco’s pavilion received special attention with a visit from Spanish royals King Felipe VI and Queen Letizia.

ONMT’s General Director Achraf Fayda, along with Morocco’s ambassador to Spain Karima Benyaich, and National Confederation of Tourism President Hamid Bentahar welcomed the royal couple at the pavilion.

Morocco’s presence at FITUR 2025 was substantial, with a delegation of 180 tourist operators from both public and private sectors. The country’s airlines, Royal Air Maroc and Air Arabia Maroc, were also present to explore industry trends.

The agreement is part of a broader strategy by ONMT to strengthen Morocco’s position in European markets. The tourism office is also forming partnerships with other major operators including Solferias, Destinia, Luxotour, El Corte Inglés, Expedia, Jet2.com, and TripAdvisor.

Recent data supports Morocco’s growing appeal among Spanish travelers. According to travel platform Evaneos, Morocco has become the top holiday choice for Spanish families, surpassing destinations like Egypt, Costa Rica, and Thailand.

The country’s proximity – just over an hour’s flight from Spain – combined with its blend of traditional and modern attractions, has made it particularly attractive to Spanish tourists.

Morocco welcomed 17.4 million tourists in total last year, exceeding its 2026 target. The country aims to reach 26 million visitors by 2030, with upcoming events like the 2025 AFCON and the 2030 World Cup expected to further boost tourism numbers.