Nearly 6 million tourists visited Morocco at the end of May.
The authorities in charge of Moroccan tourism announce the launch of several initiatives during the second half of 2024. This announcement is part of the ambitious plan entitled “Light in Action”.
During the board of directors of the Moroccan National Tourism Office (ONMT) held on Tuesday in Rabat, under the chairmanship of Ms. Fatim-Zahra Ammor, Minister of Tourism, Crafts and the Social and Solidarity Economy, it was revealed that the ONMT was particularly innovative in terms of content on the main social networks. The Office will increase collaborations, co-branding and influencer marketing, according to the meeting press release.
Among the priorities set out are the airline sector and distribution. The ONMT aims to guarantee 4.3 million seats for the 2024-2025 winter season, an annual increase of 15%. The second half 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 internal transformation to align its operations with the Kingdom’s new tourism ambitions.
The board of directors looked at the exceptional performance of the Moroccan tourism sector in 2023, a year of post-pandemic recovery. At the end of May 2024, records for arrivals, overnight stays and revenues were recorded, with increases of 34%, 35% and 12% respectively.
The year 2023, although marked by the Al Haouz earthquake (near Marrakech) and a complex international context, saw Morocco outperform its direct competitors. The implementation of the “Light in Action” action plan was crucial in this dynamic, structured around four major levers: marketing, digitalization, doubling of air capacity and the conquest of new markets.
Finally, the achievements of the first half of 2024 demonstrate a sector in full expansion. Nearly 6 million tourists visited Morocco at the end of May, recording an increase of 15% compared to the previous year and 38% compared to 2019, the reference year. Overnight stays reached 10.44 million, marking an increase of 8% compared to 2023. Travel-related revenue reached 31.87 billion dirhams over the first four months of 2024, a significant increase of 39% compared to 2023. to 2019.
These half-year results show proactive management of the sector by the ONMT. The Office has strengthened its partnerships with national and international media, producing and disseminating promotional content, notably via “Visit Morocco Originals” videos. On the air front, the ONMT recorded a 40% increase in contractual capacities and launched new routes to better connect Morocco to source markets.
The ONMT’s participation in international tourism fairs has also been successful, notably with distinctions for its innovative stands at the Fitur 2024 in Madrid and at the Salon des Vacances in Brussels.
These initiatives illustrate the determination of the ONMT to strengthen and promote the Morocco destination, with promising prospects for the rest of the year 2024.
MN/te/APA
