The Moroccan National Tourist Office (ONMT) presented its ambitious action plan for the period 2023-2026 at a new edition of the “Tourism Marketing Days” held in Rabat on April 4. Entitled “Light In Action”, this action plan is based on four major pillars: marketing, digital, air and distribution, with the aim of propelling Morocco among the most popular tourist destinations in the world.
As part of the new roadmap of the tourism sector adopted on March 17, 2023, the ONMT aims to contribute to the goal of the Ministry of Tourism to reach 17.5 million tourist arrivals within three years and to raise Morocco in the top 10 global destinations by 2026.
For Adel El Fakir, Director General of the ONMT, “Light In Action is an ambitious action plan, in perfect harmony with the new roadmap of the tourism sector. In consultation with professionals, our levers of action will be marketing, all in digital, air and the conquest of markets. Our ambitions are high, but we know where we want to go and we have already put in place the milestones.
An event marked by the presence of Eddie Wilson, CEO of the airline Ryanair, who unveiled the ambitions of the company in Morocco, as well as its action plan for this market and the opportunities offered by the destination.
The marketing component of the action plan of the ONMT will focus on amplifying the impact of the campaign “Morocco, Land of Light”, the diversification of co-branding actions and the promotion of different destinations and sectors on domestic and foreign markets. Regarding digital, a media library rich in images and videos will be made available to Moroccan tourism operators, in addition to the launch of the new version of the portal visitmorocco.com and strengthening the social networking component in collaboration with content creators. For distribution, the ONMT plans to double the volume of programming of traditional tour operators and online travel agencies, as well as to approach and activate new business partners. Finally, air travel, the spearhead of the new strategy, will be boosted by the opening of new markets through the collaboration between the ONMT and RAM (Royal Air Maroc). The point-to-point network will be doubled from the high-potential emitting basins, while also strengthening the domestic network.