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Join on Telegram Rabat – The Moroccan National Tourism Office (ONMT) and the National Tourism Confederation (CNT) held a workshop on Monday to boost Morocco’s appeal to the American market. The event, which brought together over 100 tourism professionals, was held under the theme “Morocco & The American Traveler: Strategy in Action.”
According to the ONMT, the goal of the workshop was to help Moroccan operators better understand the American market — which is known for its strong potential — and adapt their offers accordingly. The initiative also focused on helping professionals improve their skills and prepare for more active engagement with American travelers.
Thanks to new direct flight connections between Morocco and the US, Morocco has become more accessible to American tourists. This new air connectivity creates fresh opportunities for Moroccan tourism operators, added the statement.
The ONMT explained that the meeting aimed to raise awareness among Moroccan professionals about the importance of the US market, enhance their understanding of its expectations, and encourage them to adapt their offers. American tourists, the statement noted, are especially attracted to experiences that are immersive, sustainable, and offer high value for money.
The US market is considered a major strategic target for Moroccan tourism. In 2024 alone, more than 400,000 American visitors chose Morocco as their travel destination. The ONMT has now set a new goal: to reach 1 million American tourists per year in the coming years.
This ambition is supported by improved air links. The new direct flight between Atlanta and Marrakech, launched on October 26, adds to Morocco’s growing network of connections. In addition to Royal Air Maroc’s flights from Casablanca to New York, Washington, and Miami, Morocco is now directly linked to Marrakech from Montreal with Air Transat and New York with United Airlines. These new routes make it easier than ever for American tourists to visit Morocco.
During the event, ONMT Director General Achraf Fayda stated that the workshop was essential for building a strong and realistic strategy. This dialogue, he said, is crucial because it helps create a strategy rooted in real market needs while preparing Morocco to meet the expectations of American travelers and increase our market share.
Meanwhile, Hamid Bentahar, President of the CNT, also spoke on the importance of innovation and collaboration, saying: “Our ambition at the CNT is to dare together, to dare responsible diversification, excellent hospitality, innovation, and sustainability. Daring together means investing in knowledge, innovation, and continuous training to build long-term competitiveness.”
MWN with MAP
