Achraf Fayda, new director general of the ONMT

Achraf Fayda was officially appointed director general of the Moroccan National Tourism Office (ONMT) following the Governing Council this Thursday. He succeeds Adel El Fakir, who left his position last June to take over as head of the National Airports Office (ONDA).

This appointment marks the end of several months of interim management of the ONMT, a strategic organization for the promotion of the Morocco destination internationally and the development of the tourism industry, a fundamental pillar of the national economy.

Achraf Fayda’s professional career is distinguished by its distance from the tourism sector. Indeed, the new general director has built his entire career in the agri-food industry, which makes his appointment an unexpected decision.

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A graduate in management, Fayda began his career in 2003 within the multinational Coca-Cola, where he rose through the ranks for almost two decades. In 2022, he joined Centrale Danone, where he held high-level positions until his recent appointment as head of the ONMT.

The new leader takes office in a context marked by colossal challenges. Morocco, which is preparing to host major events such as the 2030 FIFA World Cup, aims to consolidate its position among the most popular tourist destinations in the world. The sector, although recovering after the COVID-19 pandemic, remains faced with major challenges, in particular the diversification of source markets, the digitalization of tourism promotion and the loyalty of international travelers.

The choice of a personality from the agri-food industry could be explained by the desire to breathe new life into the institution, by introducing innovative management and marketing approaches. However, this decision also raises questions about the newcomer’s ability to quickly adapt to a complex and highly competitive sector.

With this appointment, the government is banking on the versatility and management expertise of Achraf Fayda to steer the ONMT towards new perspectives, while meeting the growing expectations of tourism stakeholders and visitors. The coming months will be decisive in assessing the impact of this transition on the national tourism strategy.