For the Kingdom, the Brazilian tourism market represents significant growth potential. It is a pool of consumers with strong purchasing power and a middle class which is gradually expanding.
In conquering the Brazilian market, the Moroccan National Tourism Office is not missing the boat to expose the attractions of the Morocco destination, in order to attract more tourists and strengthen its share in this very promising market. This was precisely the case during the second edition of Travel Next Minas which brought together, on August 16 and 17, more than 5,000 professionals from the sector at the Expominas BH Exhibition Center, in the vast state of Minas Gerais, in the southeast of Latin America’s largest economy. It’s an open secret: Morocco and Brazil are committed to boosting their tourist flows by making the most of the potential and richness of their respective cultures. Moreover, the Brazilian tourist market represents significant growth potential, thanks to a pool of consumers with strong purchasing power and a middle class which is gradually expanding. With a population of 203 million inhabitants, “Brazil is the main country sending tourists in South America to Morocco with around 50,000 tourists each year,” underlined Mohamed Amine El Joudani, country manager of the ONMT, which opened an office in Sao Paulo last September. With the resumption from December 7 of the direct Casablanca-Sao Paulo air link, operated by Royal Air Maroc, with three weekly services (Tuesday, Thursday and Saturday), the manager affirmed that these flights should significantly increase the flow of Brazilian tourists. “Our ambition is to double their number to bring them to 100,000 over the next three years,” he confided in a statement to MAP. To ensure the success of this expansion, Mr. El Joudani emphasized the importance of training Brazilian travel agents, specifying that the ONMT worked in close collaboration with the main tour operators, such as Diversa, Abreu and Orinter, to better promote the Morocco destination among professionals in the sector. “Our strategy consists first of training professionals so that they can best sell the Morocco destination. Only then will we move on to a broader phase of communication with the public,” he explained. In addition to direct trips, the idea is also to position itself as an alternative destination by taking advantage of the flows of tourists who go to Europe, in particular to Portugal and Spain, in order to include Morocco in their itinerary, especially since Brazilians are attracted by the millennial history of the Kingdom, the richness of its culture and its gastronomy, he concluded.
