Morocco’s National Tourism Office Makes Grand Entrance at China Trade Fair

Rabat – The Moroccan National Tourism Office (ONMT) made a debut at ITB China 2024, which began on May 27 and concluded today, marking its first participation in the premier trade fair for the Chinese travel industry.

With a delegation of Moroccan operators, the ONMT showcased Morocco’s rich cultural heritage and tourism potential, aiming to attract a larger number of Chinese tourists in the coming years, according to a statement from ONMT.

Themed “Reaching New Heights, Thriving in Transformation Together,” ITB China 2024 drew approximately 800 exhibitors from over 80 countries.

The ONMT and its partners stood out among twelve other countries making their debut at the fair. Over the course of the three-day event, Moroccan tour operators engaged with key players in the Chinese travel sector.

During the event, the ONMT renewed ties with major Chinese travel companies such as CTrip and top tour operators in the Guangzhou and Shenzhen areas, including JZL and NiceTour.

Discussions are also in progress for potential collaborations with prominent Beijing-based tour operators like CYTS, CTG, and HCG.

Supported by the ONMT, Moroccan tour operators, travel agents, and hoteliers initiated promising dialogues with their Chinese counterparts, laying the groundwork for profitable commercial cooperation.

Given the Chinese market’s rapid growth, these efforts are crucial for expanding Morocco’s presence in this lucrative sector, ONMT explained in the statement.

The ONMT aims to attract 500,000 Chinese visitors annually through its “Light in Action” plan, which focuses on boosting Morocco’s travel industry via targeted marketing, educational tours, and promotional campaigns.

Chinese tourists, known for their significant spending power that is almost double that of American tourists, represent a particularly valuable clientele, ONMT maintained.

With China being the world’s largest tourist market, boasting 150 million outbound travelers annually from its population of 1.4 billion, it presents a substantial opportunity for Moroccan tourism.

The ONMT’s strategic initiatives at ITB China 2024 are a pivotal step towards tapping into this vast potential, aligning with their broader strategy to elevate Morocco’s standing as a premier destination for Chinese tourists.