ONMT and the National Tourism Confederation Join Forces to Promote Morocco to American Travelers

Held under the theme “Morocco & The American Traveler: Strategy in Action”, this initiative seeks to prepare Moroccan professionals to better understand the specific characteristics of a high-potential American market, adapt their offers, and build stronger operational capacity, the ONMT said in a statement.

Thanks to new direct air connections with the United States, Morocco’s attractiveness to American travelers continues to grow, opening new opportunities for Moroccan operators, the same source explained.

The workshop aimed to raise awareness among Moroccan tourism professionals about the challenges and opportunities of the American market, enhance their skills to tap into this strategic segment, and adapt Morocco’s tourism offer to the expectations of American travelers who value perceived quality, immersive experiences, and sustainability.

The American market represents a major strategic priority for Moroccan tourism. More than 400,000 American visitors have already chosen Morocco as a destination in 2024.

With this in mind, the ONMT has set a goal of reaching one million American tourists per year in the medium term. The launch of the new direct flight between Atlanta and Marrakech on October 26 further strengthens the country’s growing air connectivity network.

In addition to Royal Air Maroc flights from Casablanca to New York, Washington and Miami, Morocco now offers direct North American connections to Marrakech, including from Montreal with Air Transat and from New York with United Airlines, making the destination even more accessible to American travelers.

On this occasion, ONMT Director General Achraf Fayda emphasized that this consultation is crucial as it allows for the development of a strategy rooted in on-the-ground realities while projecting Morocco toward new ambitions by anticipating the expectations of transatlantic travelers and stimulating demand to increase market share.

For his part, CNT President Hamid Bentahar stated: “Our ambition at the CNT is to Dare Together. To dare responsible diversification, hospitality excellence, innovation and sustainability means choosing the boldness of long-haul travel to reach further, seek more growth and strengthen competitiveness. To Dare Together is to invest in hospitality, knowledge, innovation, and continuous training to build sustainable competitiveness together.”

Through this workshop, ONMT and CNT reaffirm their commitment to an ambitious strategy focused on capturing high-value outbound markets, positioning Morocco on an upward trajectory aligned with its international ambitions, the statement concluded.

Editorial team/le7tv