Agadir – Morocco is seeking to expand its tourism presence across France by targeting travelers beyond Paris and promoting a broader range of destinations and experiences, according to the Moroccan National Tourist Office (ONMT).
The office presented its strategy for the French market in Paris today ahead of the IFTM Top Resa tourism trade fair scheduled for September 15-17.
ONMT Director General Achraf Fayda met with representatives of French press agencies, television and radio stations, general-interest publications, and specialized tourism media to outline the country’s plans for its leading tourism source market.
France remains a key market for Morocco, while growing air connectivity between the two countries is creating new opportunities to attract visitors from different parts of France.
In 2025, Morocco was selected as the preferred tourist destination for French tourists, while travelers continue to place the country ahead of other destinations like Tunisia and Spain.
The same year, Morocco welcomed 5,763,404 French tourists, an 11% increase compared with the previous year, with the French visitors accounting for 29% of the country’s international arrivals.
Morocco has also extended its international appeal beyond Marrakech to other destinations including Essaouira, Fez and Agadir.
The office plans to build on French interest in Morocco by combining promotional campaigns with stronger cooperation with travel influencers and airlines.
Focus on regional connectivity
Air connectivity is a central part of the ONMT’s strategy, particularly ahead of the 2026-2027 winter season.
The office expects a notable expansion in direct connections between France and Morocco, with growth particularly involving cities outside the country’s major central areas.
The strategy aims to make it easier for travelers in France’s provincial cities to access different parts of Morocco directly, while also expanding the potential customer base for Moroccan destinations.
The increased connectivity is also intended to support tourism development outside Morocco’s most established destinations.
ONMT seeks to promote wider range of destinations
The ONMT also intends to shift its promotional focus toward a wider representation of Morocco, featuring the diversity of its regions and the experiences they offer.
Rather than concentrating primarily on the country’s most recognizable tourist destinations, the office plans to present different regions to French travelers and encourage them to explore multiple parts of Morocco.
The ONMT’s presentation comes as Morocco prepares to participate in IFTM Top Resa, one of France’s major tourism industry events.
The push in the French market is part of Morocco’s broader ambition to strengthen its position as a leading global tourism destination.
Under its longer-term strategy, the country aims to rank among the world’s top 15 tourism destinations and attract 26 million visitors annually by 2030, building on the foundations laid by the 2023-2026 tourism roadmap.
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