Casablanca: ONMT Refines Tourism Promotion Strategy with Industry Professionals

 

“As part of the 2026-2030 Tourism Roadmap, the ONMT has taken a new step in co-developing its national and international promotion strategy. This is a collaborative effort with the National Tourism Confederation and its regional and sectoral components,” the Office said in a statement, adding that this federative approach places Morocco firmly on the “Stronger” trajectory and prepares the destination to expand its global reach.

This dialogue phase marks a decisive step in shaping the new promotion and marketing strategy for Morocco as a destination. The ambition is to build a strategy aligned with real on-the-ground needs and with the profound shifts in the global tourism market.

“This consultation is essential: it allows us to anchor our strategy in the realities of the field while projecting Morocco towards new ambitions. Together with professionals, we want to move from a strong destination to an even more influential one, capable of competing in the most competitive markets,” stressed Achraf Fayda, Director General of the ONMT, as quoted in the statement.

Beyond the shared assessment, it is the spirit of the strategy that emerges: moving from “Strong” to “Stronger” by 2030, a formula that reflects the ambition of consolidating Morocco’s position as a strong destination while elevating it to even greater prominence. The choice of words embodies both consolidation and elevation at a time when global competition is intensifying.

Four structuring pillars have been identified: Air Connectivity, Distribution, Image, and Digitalization. The approach, welcomed by industry stakeholders, is designed to be inclusive and pragmatic.

“This consultation reflects a strong collective dynamic: together we will advance Morocco as a destination into a new dimension, moving from co-construction to co-development and to accelerating the pace of growth,” said Hamid Bentahar, President of the National Tourism Confederation.

The coming months will be decisive. The ONMT will need to translate these consultations with professionals into concrete programs, from diversifying source markets to enhancing the destination’s storytelling, alongside more targeted international campaigns. The long-term goal is to position Morocco among the world’s top 15 destinations, surpassing 26 million tourists by 2030, with a high level of satisfaction.

By engaging in this structured dialogue with the entire ecosystem, the ONMT is laying the groundwork for a collective and federative strategy. A pivotal step that could redefine the contours of Morocco’s tourism brand on the global stage.

Editorial team/le7tv