At FITUR in Madrid, ONMT Showcases an Ambitious Strategy on the Iberian Market
The Moroccan National Tourist Office asserts itself at the FITUR tourism fair as one of the key players at this global meeting point for Iberian and Latin American markets, driven by solid performance, rapidly expanding connectivity, and large-scale collective mobilization.
For the 2026 edition of the FITUR International Tourism Fair, the Office is displaying an ambitious strategy targeting the Iberian market, ONMT said in a statement. This ambition is reflected in a strong and structured Moroccan presence. The Moroccan delegation, led by ONMT Director General Achraf Fayda, with the participation of the President of the National Tourism Confederation, Hamid Bentahar, brings together more than 200 professionals from both the public and private sectors.
This presence is showcased within a Morocco pavilion spanning more than 900 square meters, bringing together ten regions, with the Northern Region and Drâa-Tafilalet featured as regions of honor, along with the joint mobilization of Royal Air Maroc and Air Arabia, illustrating alignment between promotion, connectivity, and territorial development, according to the same source.
As a major highlight on the global tourism agenda, FITUR serves as a strategic decision-making platform for destinations with strong ambitions. In 2024, more than 4 million Spanish tourists visited Morocco, a trend confirmed in 2025 with 4.2 million visitors recorded by the end of November. As the Kingdom’s second-largest source market, Spain accounts for 23 percent of international tourist arrivals.
This performance is underpinned by an ambitious accessibility strategy led by ONMT, the statement noted. Air capacity is set to increase by 10 percent during the winter 2025–2026 season. Royal Air Maroc is supporting this expansion by doubling its network from Spain with nine new routes. Starting in March 2026, Madrid, Barcelona, and Malaga will be connected to Tetouan with two weekly frequencies per city, opening a new phase of development for the northern regions of the Kingdom. In parallel, ONMT is fully activating the maritime lever through a strategic partnership with AML and Baleària, with the objective of doubling performance on routes across the Strait of Gibraltar by 2029, the statement added.
ONMT’s strategy on the Iberian market also relies on sustained engagement with influencers and distribution stakeholders. Strengthened partnerships with professional bodies, namely CEAV in Spain and APAVT in Portugal, aim to firmly position Morocco within the commercial priorities of travel agencies. This effort has resulted in the organization of APAVT’s annual congress in Marrakech in December 2026. The Andalusian Congress of Travel Agencies will also be held in April 2026 in Essaouira, bringing together 120 agencies around Ferry-Hotel offerings and new connectivity opportunities. Agreements with major networks such as Zafiro Tours and IdeMice further complement this framework across the Leisure and MICE segments.
Through this dynamic and proactive approach, ONMT is positioning Morocco within a trajectory of regional leadership built on performance, connectivity, and the strength of market prescription. The Kingdom thus aims to turn its proximity to Spain into a driver of sustainable growth.
Editorial team/le7tv
