While all the indicators of the Moroccan tourism sector support an effective and growing evolution, with a place at the forefront of Morocco, considered today as the first tourist destination in Africa. The Moroccan National Tourism Office unveils a digital strategy following the evolution of the sector in the world.
In November 2018, Morocco received 11.3 million tourists, an increase of 8.5% compared to the previous year. Revenues from the sector thus exceeded 70 million DH. These figures are notably the result of multi-sectoral national strategies, namely the development of road, airport and railway infrastructures, which join the relevant promotion and marketing actions of the country.
The ONMT is putting forward an action plan which will complement these achievements, thus relying on the digital project with the implementation of a strategy which is based on the constant analysis of data (data and big data). An analysis that will allow flexibility and responsiveness of the Moroccan tourism sector with global destinations.
On the other hand, a strategy targeting local tourists and Moroccans around the world will be put in place, to promote internal and national tourism.
Adel El Fakir, director of the ONMT, says he is “delighted with the positive figures for 2019, which are very encouraging for the future of tourism in Morocco”.
The 2019 action plan is based on the implementation of a dynamic of renewal with the objective of achieving a profound transformation in the short and medium term, by accelerating ongoing projects to support a strong position in this very competitive sector.
Negotiations are also underway with China, for the opening of a direct line with Morocco at the end of the year. Present for eight years in Beijing, the Office declares an increase in the number of Chinese tourists visiting Morocco, with 180,000 in 2018 instead of 15,000 in 2015. The direct line will be to Shanghai or Beijing, a question which is still under study.
“The challenge today is to focus on this target, to establish more reactivity with it,” declares Adel El Fakir. A rapprochement that involves language, gastronomy, but also the establishment of a payment system that matches the consumption habits of the Chinese. Thus the development of mobile payment is part of this overall strategy.
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