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Rabat — The TUI Group, a global leader in the tourism industry, has made history by hosting its annual conference outside of Europe for the first time in Marrakech, Morocco.
The event, held from September 26-28, brought together senior executives from the company to discuss the latest trends, share best practices, and explore opportunities for growth.
With a reach of over 27 million travelers across 180 destinations, TUI Group’s influence in the tourism sector is profound. The organization employs 67,000 staff worldwide, operates a fleet of 150 aircraft, and manages 61 cruise ships and over 400 hotels.
This significant annual gathering brings together over 200 senior TUI executives to discuss the latest trends and strategies in the travel sector, further solidifying Morocco’s status as a prominent player in global tourism.
Opening the conference, Morocco’s Minister of Tourism, Traditional Industry, and Solidarity Economy, Fatim-Zahra Ammor, welcomed participants and emphasized on the unique attributes of Morocco as a travel destination.
“TUI’s decision to hold its conference in Morocco is a strong testament to our country’s tourism potential,” Ammor stated.
She emphasized the historical ties between Morocco and TUI, reflecting on a shared commitment to elevating the kingdom as a top tourist destination.
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During the conference, Ammor engaged in discussions with TUI Group executives, including Sebastian Ebel, a member of the Executive Board, and Thomas Ellerbeck, Director of Corporate & External Affairs.
The talks focused on the landmark partnership established in 2023 between TUI and the Moroccan National Tourism Office (MNTO), which aims to double tourist arrivals in Morocco to half a million by 2028.
The agreement seeks to bolster tourism from key markets, including France, Germany, Austria, Switzerland, and the United Kingdom.
“The Moroccan government remains committed to fostering such partnerships, which align with our vision of positioning Morocco among the top 15 tourist destinations worldwide,” Ammor added
She attributed this potential growth to the strategic initiatives undertaken by the government and the synergistic collaboration between public and private sectors.
The MNTO capitalized on this prestigious event to showcase Marrakech’s extensive tourism offerings, engaging TUI executives in discussions about future collaboration.
Conference attendees explored the city’s renowned attractions and innovations in its tourism infrastructure, further highlighting Morocco’s rich cultural heritage.
