The Moroccan National Tourism Office (ONMT) unveiled an ambitious 2025 action plan during a board meeting held on December 23 in Rabat.
Under the leadership of the Minister of Tourism, Fatim-Zahra Ammor, a series of strategic projects and objectives were announced to sustain the robust growth of Morocco’s tourism sector. The plan focuses on innovation, expansion into new markets, and leveraging international events such as the 2025 Africa Cup of Nations (AFCON).
Key components of the plan include launching new marketing campaigns, expanding air connectivity, and intensifying digital promotion. The number of airline seats is set to reach 13.3 million, a 20% increase compared to 2024. Additionally, emerging markets such as the United States, Canada, and Eastern Europe will be further developed with new routes and improved connectivity.
In the digital sphere, the Visit Morocco platform is being updated to align with the latest industry trends. Concurrently, the “Ntla9awfbladna” campaign will focus on boosting domestic tourism, supported by in-depth market analysis.
The ONMT aims to increase overnight stays to 9.23 million, reflecting an annual growth of 20%. The agency also plans to attract an additional 2.5 million tourists through tour operators and online travel agencies, representing a 25% increase.
The 2025 Africa Cup of Nations serves as a cornerstone of this strategy. The ONMT views the event as not just a sporting occasion but also a unique opportunity to position Morocco as a leading African destination. A large-scale promotional campaign will enhance Morocco’s image as the “Land of Football” and contribute to sustained tourism growth.
The 2025 projects build on the exceptional performance of 2024. Morocco recorded a 19% increase in tourism, welcoming 15.9 million visitors. Tourism revenues rose by 9% to 97 billion dirhams, while overnight stays grew by 10% to 24.1 million.
During the presentation, Minister Fatim-Zahra Ammor emphasised the power of collaboration: “Thanks to the efforts of public and private actors and international partners, we achieved these results. We are continuing this momentum with our new action plan.”
The ONMT board unanimously approved the 2024 report, the 2025 budget, and the new action plan. These initiatives mark a new chapter in strengthening Morocco’s position as a world-class tourist destination.
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