For the first time in its history, TUI Group, the world leader in tourism, has chosen Marrakech to host its annual management team meeting, from September 26 to 28. This major event, organized in partnership with the ONMT, brought together more than 200 leaders of the group. They came together to discuss major industry trends and future growth strategies. This choice of Marrakech, outside the usual European framework, marks a symbolic turning point for Morocco’s tourism industry.
The organization of this meeting in Morocco highlights the attraction of Morocco as an essential destination for tourists from around the world. By welcoming the main managers of TUI Group, Marrakech is further positioning itself as a leading tourist hub.
In her opening speech, Fatim-Zahra Ammor highlighted the importance of the strategic partnership signed in 2023 between TUI and the ONMT. This partnership aims in particular to double the number of tourist arrivals to Morocco by 2028. This ambitious objective reflects not only the growing expectations towards the sector, but also the increased confidence of major global players, such as TUI, in the potential of Morocco.
The partnership signed between TUI and the ONMT in 2023 is part of a long-term development strategy for Morocco. The objective is to strengthen tourist flows to the kingdom, in particular by increasing the country’s visibility among European travelers, while diversifying target markets. TUI Group, with its international network and expertise, plays a key role in this strategy by offering Morocco a global platform to attract new visitors.
This partnership is also a recognition of the efforts made by Morocco to improve its tourism infrastructure and offer an exceptional travel experience. By partnering with a player as influential as TUI, Morocco confirms its desire to become one of the main global tourist destinations.
TUI’s commitment to expanding its offering in Morocco opens up numerous opportunities for the development of the sector. Thanks to this partnership, new tourism offers will emerge, ranging from seaside stays on the Atlantic coast to cultural tours through the imperial cities, including adventure experiences in the country’s mountains and deserts.
This rapprochement between TUI and Morocco also brings growth for employment and the local economy. By stimulating the arrival of tourists, particularly from Europe, the partnership will contribute to the creation of new economic opportunities for local players, whether hoteliers, restaurateurs or artisans.
By choosing Marrakech to hold its management meeting, TUI is sending a strong message. This city, a true symbol of Moroccan tourism, is propelled to the heart of the group’s strategy. Marrakech, with its luxury hotels, historic palaces, lively souks and breathtaking landscapes, embodies the excellence of the Moroccan tourist offer.
This strategic choice reaffirms Marrakech’s position as a gateway to Morocco for travelers from around the world, while highlighting its central role in the future development of the sector.
