In an international context marked by a reshaping of global tourism flows, Morocco continues its strategy of targeting priority markets by welcoming the annual SETO Forum, the ONMT stated in a press release.
Having strengthened Morocco’s presence in the U.S. market through a strategic mobilization at the USTOA Congress, ONMT Director General Achraf Fayda is now extending this momentum to the French market, the Kingdom’s top source of tourism, by bringing together leading decision-makers from France’s tour-operating sector, the release added.
This strategic choice comes amid a regional environment where tensions in the Middle East are reshaping European travelers’ preferences, enhancing the appeal of stable, accessible, and secure destinations.
In this context, Morocco positions itself as a tourism safe haven in the Mediterranean and North Africa, offering proximity, diverse experiences, and operational reliability—qualities particularly valued by French tour operators when designing their programs.
Organized annually since 2009, the SETO Forum is the main professional gathering of the French tourism sector, bringing together tour operator executives, industry experts, institutional representatives, and specialized journalists to discuss market trends and development prospects for outbound tourism from France.
The 2026 edition will host nearly 140 participants, confirming sustained interest from French operators in Morocco as well as a strong desire to strengthen partnerships with national stakeholders.
The French market occupies a central place in Morocco’s tourism development strategy, with more than 5.7 million French tourists visiting in 2025—a rise of 11% compared to the previous year—and representing nearly 29% of total international arrivals.
Early trends for 2026 confirm this growth, with a 14% increase in French arrivals in January alone, while the SETO barometer shows continuous growth in passenger traffic to Morocco and rising bookings for the winter season, reflecting the destination’s strength within organized distribution networks.
By hosting the SETO Forum in Tamuda Bay, Mr. Fayda clearly positions the French market as part of a broader strategy following the Kingdom’s U.S. market offensive, based on proximity to tour operators, the promotion of new tourist regions, and the strengthening of air connections.
The launch of the direct Paris–Tétouan flight operated by Royal Air Maroc, the official carrier of the event, illustrates this commitment to enhancing access to northern Morocco and supporting the emergence of new destinations for French tourism professionals.
Editorial team/le7tv