The 45th edition of the Madrid International Tourism Fair (Fitur) began this Wednesday, with the active participation of Moroccan professionals. Led by the Moroccan National Tourism Office (ONMT), the Moroccan delegation, made up of more than 180 operators, highlights the various facets of the Kingdom’s destinations for four days. This January 22, 2025, King Felipe VI and Queen Letizia, present to inaugurate this show, were warmly welcomed at the Moroccan pavilion by HE Karima Benyaich, Moroccan ambassador to Spain, Achraf Fayda, director of the ONMT, Hamid Bentaher , president of the CNT, Samir Goudar, president of the Marrakech-Safi Regional Council, Aziz Lebbar, vice-mayor of Fez and major tourist operator, as well as many Moroccan professionals. The royal couple spoke for a few minutes with the ambassador, thus underlining the importance of the centuries-old friendship between the two countries.
As in previous editions, Morocco is particularly well represented at Fitur 2025, notably in the first hall of the IFEMA exhibition center in Madrid, dedicated to African countries, with a showcase of more than 712m2 dedicated to the Kingdom’s assets. For the Moroccan ambassador, Spain remains a strategic market for Moroccan tourism, as evidenced by the 3.5 million Spanish tourists who visited Morocco in 2024, an increase of 16% compared to 2023. This dynamic is supported by a 20% increase in air capacity for winter 2024-2025, as well as the opening of new routes, such as Madrid-Dakhla and Lanzarote-Dakhla. These initiatives are expected to support growth of 8% for summer 2025.
From the first day of the Fair, the ONMT signed several strategic agreements to strengthen relationships with the main players in the tourism sector in Spain and Portugal. These partnerships include collaborations with confederations, travel agencies and international platforms. Among the announced projects are the organization of professional events in Morocco, such as the CEAV Travel Days in October 2025 and the APAVT annual congress in 2026. These initiatives aim to position Morocco as a leading tourist destination.
-With major events coming up, such as the 2025 Africa Cup of Nations and the 2030 World Cup, the ONMT is planning targeted communications campaigns to capitalize on the growing interest in the Kingdom. In addition, the creation of a new maritime line between Tarifa and Tangier Ville, in partnership with Balearia, demonstrates the desire to intensify tourist exchanges between the two shores.
DNES à Madrid, YOUNESS SAAD ALAMI
