Marrakech – Morocco’s National Tourism Office (ONMT) has been named “Partner Destination of the Year 2025” by Tour Operating Companies Union (SETO), marking a major endorsement from one of Morocco’s most strategic source markets.
The award was presented in Paris to Achraf Fayda, ONMT’s Director General, by SETO President Patrice Caradec.
The distinction recognizes what is described as an “exceptional” partnership between ONMT and leading French tour operators. As the principal representative body of France’s tour operating sector, SETO also functions as a key barometer of French outbound travel trends.
“Through this award, the profession recognizes a relationship based on trust, co-construction, and a fine understanding of market expectations,” ONMT stated.
According to ONMT, the partnership has rested on a multi-layered approach combining commercial proximity, strategic support to operators, airline and airlift assistance, and destination-level promotion. This integrated model has reinforced Morocco’s attractiveness while steadily increasing the value and resilience of its tourism offering in France.
The results in 2025 validate the effectiveness of this strategy. Morocco welcomed 5,763,404 French tourists, representing 11% year-on-year growth and accounting for 29% of total arrivals from France.
SETO’s annual barometer for the period from November 1 to October 31 recorded an 8% increase in passengers, with average unit revenue reaching €1,019, up 5%. Winter bookings confirmed the momentum, with data as of November 30 showing 11% growth in passengers and unit revenue climbing to €1,058, a 4% increase.
In a further sign of confidence, SETO selected Morocco to host its annual forum in Tetouan from March 25 to 27. Held annually since 2009, the forum is the central gathering of France’s tourism industry, bringing together operators, decision-makers, and experts to review sales performance, assess market trends, and coordinate future strategies.
Hosting the event places Morocco at the heart of France’s tourism ecosystem and reinforces its standing as a reference partner rather than a peripheral destination.
The French recognition follows closely on Morocco’s double distinction last week in Spain, where the Spanish Travel Agencies Confederation (CEAV) named Morocco “International Destination of the Year 2025,” while the Andalusian Travel Agencies Federation (FAAV) awarded the kingdom its title of “preferred international destination.”
Together, these accolades reflect the North African country’s consolidation across its two most important European markets.
These successes align with Morocco’s broader tourism strategy under ONMT’s “Light in Action” 2023-2026 plan, which couples global branding with the structural mechanics of growth – airlift expansion, route development, and precise market targeting through partnerships.
After welcoming 19.8 million tourists in 2025, Morocco is positioning tourism as a central growth engine on the path toward 26 million visitors by 2030, while simultaneously scaling airport capacity and transport infrastructure.
The objective is clear: to anchor Morocco not only as a leading leisure destination, but as a competitive, well-connected tourism hub capable of sustaining long-term demand through disciplined market development and strategic alliances.
