The Office has just held its board of directors meeting
Assessment and outlook: During its board of directors meeting held yesterday Tuesday in Rabat, the ONMT presented the exceptional performance of the Morocco destination in 2023, the records recorded at the end of May 2024 and the main projects to be carried out this year.
2024 starts under the best auspices for the ONMT teams. This observation was established during the board of directors of the Moroccan National Tourism Office which was held on Tuesday June 25 in Rabat, under the chairmanship of Fatim-Zahra Ammor, Minister of Tourism, Crafts and Tourism. ‘social and solidarity economy. The first six months of the year were marked for the ONMT by a strengthening of partnerships both on the media and commercial levels. In air travel, the Office claims to have done better than in 2023. Its contractual capacity of 40% during the first half of 2023, without forgetting the launch of new air routes with the aim of better connecting the Morocco destination to all issuing markets. The Office also ensures that it has multiplied, over the said period, its partnerships with national and international media to generate promotional content in addition to the production and distribution of “Visit Morocco Originals” video content on the digital platforms of the Office. ONMT as well as the activation of influence campaigns in key markets. The ONMT was also present in force during this period at the biggest global meetings in the tourism sector, thanks to an innovative and unique stand highlighting the regions with dedicated spaces. The ONMT won the prize for best stand at Fitur 2024 in Madrid and at the Salon des Vacances in Brussels.
Structuring projects in the pipe in the 2nd half
The second half of 2024 will thus continue the momentum observed since the beginning of the year. Several structuring actions and projects will soon be launched as part of the Light in Action plan. The ONMT will also innovate in terms of adapted content on the main social networks, while increasing collaborations, co-branding and influencer marketing. Particular emphasis will also be placed on air travel and distribution with the aim of securing 4.3 million seats for the 2024-25 winter season, an annual increase of 15%. The second half of 2024 will also be marked by a strengthening of commercial aggressiveness in traditional markets, the launch of the new stand concept, while continuing the internal transformation of the Office to be in line with the new tourism ambitions of the Kingdom. These actions undertaken or to be planned all converge in the ambition of strengthening the tourist influence of the Morocco destination and its attractiveness. They are part of the consolidation of the performances achieved for over a year already and driven by an offensive action plan called Light in Action, which is intended to be an ambitious plan, in perfect harmony with the new tourism roadmap. Four levers of action have been defined in this sense, namely marketing, all-in digital, doubling air travel and conquering markets.
Morocco destination breaks records in 2024
If 2023 was, without context, a year of revival for national tourism, the destination Morocco continues to break records in 2024. At the end of May 2024, nearly 6 million tourists visited Morocco, an increase of 15% per year. compared to the same period last year and up 38% compared to 2019, the base year. Same observation for overnight stays which reached 10.44 million at the end of May, an increase of 8% compared to 2023. Travel receipts, for their part, reached 31.87 billion dirhams in the first four months of the year. in progress, i.e. the same level recorded in 2023 and a significant increase of 39% compared to the end of April 2019. It should be remembered that the Morocco destination outperformed, despite a year 2023 marked by the Al Haouz earthquake and a particular international context. Indeed, the Kingdom has surpassed its main tourist competitors by recording arrivals, overnight stays and revenues up sharply by, respectively, 34%, 35% and 12%.
A bilan signed Adel El Fakir
This board meeting was an opportunity to pay tribute to Adel El Fakir for the work accomplished over the last six years at the head of the ONMT. The members of the board of directors praised on this occasion his positive results and the success of the various projects launched under his mandate, in particular the internal transformation of the Office, the strengthening of the visibility of the Morocco destination internationally, the multiplication of strategic partnerships with major global players in the tourism industry, particularly in the air sector, without forgetting the success of the “Morocco, Land of Light” promotion and communication campaigns.
Remember that Adel El Fakir was appointed by the Sovereign a few weeks ago as head of the general management of ONDA.
