This year, Morocco was in the spotlight at the World Travel Market in London, where the Moroccan Minister of Tourism, Crafts and Social and Solidarity Economy, Fatim-Zahra Ammor, inaugurated this important event in the travel and tourism sector at the beginning of November, in the British capital. This initiative is part of the kingdom’s national strategy aimed at attracting 26 million annual visitors by 2030, a goal that the minister considers achievable. To achieve this ambition, Morocco is stepping up its actions. “We are experiencing an exciting time for the tourism sector in Morocco, driven by continued growth under the visionary leadership of His Majesty King Mohammed VI. Our objective of becoming a leading destination is gaining momentum,” declared the head of Moroccan tourism after the London forum. Offensive marketing strategy, airline partnerships, expansion of hotel capacity… From 2024, the country will host a new Moroccan Tourism Agency, resulting from the transformation of the current Moroccan National Tourism Office (ONMT), announced Fatim-Zahra Ammor during a recent parliamentary session presenting the sectoral budget for the coming year. Around ten new offices will be added to existing ones around the world, particularly in Europe and America, with the aim of maximizing the promotion of the tourist destination. For the current year, Morocco is already targeting 14 million tourists and revenues of 110 billion dirhams, or more than 9 million euros. This would be a first, and the authorities remain confident thanks to the high season in October and various international events organized in the country. According to Seloua Berrada, president of the Marrakech-Safi Regional Association of Travel Agencies, the royal vision made it possible to quickly overcome challenges, including the Al Haouz earthquake last September. In April 2022, Morocco launched its new international brand, “Morocco Land of Light”, highlighting its wealth and cultural diversity. The objective is to position the country among the most popular destinations and to strengthen its attractiveness, particularly among young travelers. The authorities are also working on strengthening air traffic, signing partnerships with operators such as the low-cost airline Transavia. However, it is recognized that increasing reception capacity is essential, with a target of around 40,000 additional beds by 2030, according to the minister. These initiatives are welcomed by industry professionals, although some believe that more involvement from major airlines is necessary. Seloua Berrada emphasizes that some of the flights in Marrakech are currently low-cost flights, and he pleads for more regular flights with Royal Air Maroc to all regions of the country. Another challenge to face is the question of informality, affecting several sectors of the sector. According to Berrada, informality represents a major challenge in Marrakech, and he calls for vigorous action against this phenomenon, stressing that this could affect part of the expected tourist benefits, notably with the African Cup of Nations (CAN) in 2025 and the Football World Cup in 2030. Looking towards the Atlantic Beyond the national context, Morocco wishes to strengthen its position as a regional tourist destination by launching a strategy dedicated to Atlantic tourism, a vision initiated by King Mohammed VI on November 6 on the occasion of the 48th anniversary of the Green March. This strategy aims to highlight the region’s assets as a popular destination for seaside and Saharan tourism. It is evident that Morocco is actively preparing for a global tourism boom, with seven more years to fully exploit its potential.
source: consonews.ma
