Morocco Shines in Rio at ABAV Expo, Latin America’s Premier Tourism Showcase

The Moroccan pavilion, designed by the Moroccan National Tourism Office (ONMT) over an area of about 100 square meters, proudly displayed the national colors and drew inspiration from traditional Moroccan architecture and craftsmanship. It showcased the richness and diversity of the Kingdom, from imperial cities to the desert, mountains, handicrafts, and gastronomy.

This participation is part of Morocco’s global promotion strategy aimed at attracting new partners and consolidating the growing interest of Brazilian travelers in the Moroccan destination. Around 42,000 visitors are expected to attend the three-day event.

The numbers tell the story: between January and August 2025, more than 33,600 Brazilian tourists visited Morocco, compared to about 24,600 during the same period in 2024 — a 37% increase. This growth has been fueled by the resumption of direct Casablanca–São Paulo flights, which have strengthened both tourism and economic ties between the two nations.

“Morocco is emerging as a strategic partner for Brazilian tourism, especially after the relaunch of the direct connection by Royal Air Maroc in partnership with Embratur, Brazil’s national tourism promotion agency,” said Ana Carolina Medeiros, President of ABAV Nacional, in a statement to MAP.

She explained that this route is part of Brazil’s International Tourism Acceleration Program (PATI), which aims to expand the country’s air connectivity with other continents. It further strengthens Morocco’s position as a strategic hub linking Africa, Europe, and South America. Medeiros added that both countries are working together to promote bilateral tourism within a broader cultural and economic rapprochement.

The 2025 edition of ABAV Expo comes amid a historic boom in Brazilian tourism. For the first time, Brazil surpassed 7 million international visitors this September — a 45% increase compared to 2024.

With nearly half of all attendees representing travel agencies responsible for over 60% of tourism sales in Brazil, ABAV Expo serves as a strategic business crossroads for Morocco. The event’s Buyers Club gathers 100 national and international buyers specializing in MICE, luxury, and business travel, offering a key platform for building new alliances.

Eight Moroccan exhibitors are taking part this year, including Royal Air Maroc, a hotel chain, and six tourism companies.

“ABAV Expo is a unique opportunity to strengthen our partnerships and present both Royal Air Maroc’s offering and the Moroccan destination to Brazilian professionals,” said Othmane Baba, Royal Air Maroc’s representative in Brazil. He noted that following the success of April’s WTM São Paulo, this marks the airline’s second participation in a major Brazilian tourism fair.

Baba announced that beginning December 2, Royal Air Maroc will add a fourth weekly Casablanca–São Paulo flight operated by a Boeing 787-900, known for its comfort and modernity. “This expansion reflects the encouraging results we’ve seen since resuming operations in the Brazilian market,” he added.

Alessandra Vargas, Sales Manager at Bey Tours–DMC Morocco, highlighted that Morocco’s presence in Rio “is an excellent opportunity to strengthen our footprint in the Latin American market, particularly in Brazil, which we see as one of the most promising markets for Morocco.”

According to her, the Brazilian market stands out for its growing interest in authentic cultural experiences, exotic destinations, and high-end services — qualities Morocco naturally embodies.

“We’re seeing strong demand for immersive experiences combining culture, gastronomy, adventure, and wellness,” she explained. “This motivates us to design tailor-made products, from riad stays to exclusive desert camps.” Vargas added that the goal is to deepen partnerships with Brazilian operators, expand Portuguese-language support, and promote Morocco as a year-round destination of history, hospitality, and diversity.

Under the theme of innovation and sustainability, the 2025 ABAV Expo is shaping up to be the most ambitious yet, with a 20% increase in exhibition space and over 2,000 brands participating, according to Ana Carolina Medeiros.

The event features more than 60 thematic conferences as part of the ABAV Talks program, covering topics such as regenerative tourism, gastronomy, innovation, diversity, and climate issues — just one month ahead of COP30 in Belém, in the Brazilian Amazon. For the first time, a dedicated “ABAV Exclusive” space is showcasing the booming luxury travel sector in Latin America, which is expected to grow by 7% in 2025.

Editorial team/le7tv