Following an exceptional performance in 2023, with over six million tourists visiting Morocco by the end of May, the Moroccan National Tourist Office (ONMT) has announced a more aggressive marketing approach, particularly in terms of content on social media.
The Moroccan tourism authorities have announced the launch of a number of initiatives in the second half of 2024. This announcement is part of the ambitious “Light in Action” plan.
At a meeting of the Board of Directors of the Moroccan National Tourist Office (ONMT) held on Tuesday in Rabat and chaired by Mrs Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and the Social and Solidarity Economy, it was revealed that the ONMT was innovating particularly in terms of content on the main social networks.
According to the meeting’s press release, the Office will be stepping up collaboration, co-branding and influencer marketing.
Priorities include the airline sector and distribution. The ONMT’s ambition is to guarantee 4.3 million seats for the 2024-2025 winter season, representing an annual increase of 15 percent. The second half of the year will also be marked by a more aggressive commercial approach on traditional markets and the launch of a new stand concept.
At the same time, the Office will continue its internal transformation to align its operations with the Kingdom’s new tourism ambitions.
The Board of Directors discussed the exceptional performance of the Moroccan tourism sector in 2023, a year of post-pandemic recovery. By the end of May 2024, record numbers of arrivals, overnight stays and receipts had been recorded, with increases of 34 percent, 35 percent and 12 percent respectively.
The year 2023, although marked by the earthquake in Al Haouz (near Marrakech) and a complex international context, saw Morocco outperform its direct competitors. The implementation of the “Light in Action”
action plan was a key factor in this dynamic, focusing on four major levers: marketing, digitalisation, doubling air capacity and conquering new markets.
Finally, the achievements of the first half of 2024 bear witness to a booming sector. Nearly 6 million tourists visited Morocco at the end of May, an increase of 15 percent on the previous year and 38 percent on 2019, the benchmark year. Overnight stays totalled 10.44 million, up 8 percent on 2023. Travel revenues reached MAD 31.87 billion in the first four months of 2024, a significant increase of 39 percent compared with 2019.
These half-year results show proactive management of the sector by the ONMT. The office has strengthened its partnerships with the national and international media, producing and disseminating promotional content, in particular via “Visit Morocco Originals” videos. On the air travel front, the NTMO recorded a 40 percent increase in contracted capacity and launched new routes to better connect Morocco to outbound markets.
The ONMT’s participation in international tourism fairs was also crowned with success, in particular with distinctions for its innovative stands at Fitur 2024 in Madrid and the Salon des Vacances in Brussels.
These initiatives illustrate the ONMT’s determination to strengthen and promote Morocco as a destination, with bright prospects for the rest of 2024.
MN/te/fss/as/APA