Domestic Tourism: ONMT Launches a New Wave of Its “Ntla9awfbladna” Campaign

Through an immersive film and a 360° media strategy, the campaign highlights the richness of Morocco’s landscapes and outdoor experiences, while encouraging Moroccans to move from inspiration to action, the Office said in a statement.

On this occasion, the same source shared insights from ONMT Director General Achraf Fayda regarding the Office’s ambitions for the development of domestic tourism.

Why is ONMT launching a national campaign dedicated to domestic tourism today?

Fayda: Domestic tourism is one of the pillars of the national tourism sector. In 2025, it generated more than 12.1 million overnight stays, representing nearly 28% of all tourist nights in Morocco. This dynamic reflects the importance of domestic travel in the balance of our tourism ecosystem.

Some regions naturally account for a significant share of these flows. The territories of Marrakech-Safi, Souss-Massa and Tanger-Tétouan-Al Hoceima are among the most visited destinations by Moroccan travelers. The summer season is also a key period, with a particularly strong peak in August that can reach up to 40% of national overnight stays.

This reality illustrates the deep attachment Moroccans have to their country and to discovering its diverse destinations.

The national campaign launched today aims precisely to support this momentum. It seeks to encourage Moroccans to explore the diversity of the country, to multiply getaways throughout the year and to take a fresh look at the Kingdom’s destinations.

Beyond the summer season, which can account for up to 40% of national overnight stays in August, the challenge is also to promote domestic tourism that is more evenly distributed over time and across regions.

Is this campaign based on new travel trends among Moroccans?

Fayda: Recent data indeed show a gradual shift in travel behavior. The first months of 2026 confirm this trend, with a 4% increase in domestic overnight stays in January, reaching 856,087 nights. Some destinations recorded particularly strong growth, such as Ifrane with +74%, El Jadida with +48% and Casablanca with +41%, reflecting a gradual diversification in destination choices.

Accommodation patterns are also evolving. Three- and four-star hotels remain widely used, each accounting for around 17% of overnight stays, while alternative forms of accommodation are experiencing very rapid growth.

These developments confirm a growing interest in travel experiences closer to nature and in destinations that are still relatively unexplored. Through this national campaign, ONMT aims to support this transformation and encourage Moroccans to discover the full diversity of the Kingdom’s regions, including high-potential destinations such as Dakhla and Laâyoune.

What is ONMT’s ambition for domestic tourism?

Fayda: The current challenge is to support a gradual transformation in usage patterns. Domestic tourism has historically been driven by proximity, strong seasonality and concentration around a few major destinations. At the same time, recent indicators point to the emergence of new dynamics and evolving accommodation models.

In this context, the Office’s strategy is to activate several levers simultaneously, including stimulating domestic demand, diversifying flows toward new territories, promoting nature-based tourism and supporting operators in adapting their offerings.

We also place particular emphasis on supporting destinations where we aim to accelerate growth, such as Fes, Ouarzazate, Errachidia, Dakhla and the Oriental region.

This campaign therefore aligns with our objective of making domestic tourism a driver of territorial balance, economic resilience and an upgraded tourism experience in Morocco.

Editorial team/le7tv