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Join on Telegram Rabat — Morocco’s National Tourism Office (ONMT) has called an unprecedented all-hands meeting in Rabat, bringing together executives from headquarters and international offices for the first time.
The move seems to be an extensive overhaul through which the office intends to enhance its managerial performance and signals a major shift in how the country plans to tackle its tourism ambitions.
Achraf Fayda, who took over as head of the tourism office eight months ago, organized this comprehensive staff mobilization to align everyone around a shared vision.
The meeting represents more than just internal reorganization,as ONMT chief wants to create a workplace culture focused on results, quick decision-making, and mutual trust.
He says his team plans to identify top talent across the organization, improve communication between departments, cut red tape, and invest in employee development.
Recent wins set the stage
This internal reset builds on several recent successes that have helped Morocco gain ground in global tourism.
The “Morocco, Land of Football” marketing campaign created a buzz and connected with audiences worldwide. Two focused initiatives — one highlighting Fès and another promoting Ouarzazate — featured Morocco’s rich history and natural beauty to potential visitors.
Read also: Morocco’s ONMT Launches Strategic Tourism Plans for Fez, Ouarzazate
The tourism office has also struck deals with major international travel companies to increase flights to Morocco and boost the country’s visibility in key markets.
Eyes on major events ahead
The Rabat meeting comes at a crucial time, with Morocco preparing to host the 2025 African Cup of Nations and co-host the World Cup in 2030.
These events will put the country in front of millions of viewers worldwide and represent massive opportunities to attract new visitors.
The tourism office plans to create a detailed action plan that takes advantage of these upcoming events. But first, they want to make sure their team works as a unified force.
Industry partnership on the horizon
The next phase will expand beyond the tourism office itself, as Fayda plans to bring in tourism industry professionals from across Morocco through the National Tourism Confederation.
Together, they’ll develop a comprehensive strategy that the entire sector can rally behind, departing from top-down planning.
Morocco’s tourism leadership wants to tap into expertise from hotels, tour operators, restaurants, and other businesses that deal with visitors daily.
The comprehensive staff meeting represents Morocco’s recognition that successful tourism development requires more than marketing campaigns and infrastructure projects.
It demands organizations that can execute effectively and adapt quickly to changing conditions in the global travel market.
