LKing Felipe VI and Queen Letizia of Spain inaugurated the Fitur salon this morning, Wednesday January 22, 2025. The Spanish Sovereigns were received at the Morocco pavilion by Achraf Fayda, Director General of the ONMT, HE Karima Benyaich, Ambassador of Morocco to Spain, Hamid Bentahar, President of the National Tourism Confederation as well as the entire Moroccan delegation.
The ONMT is present in force for this 2025 edition of Fitur. A Moroccan delegation made up of 180 tourism professionals from the public and private sectors accompanies the officials of the Office who will exhibit at the Morocco pavilion.
This year, the pavilion highlights the tourist riches of the 10 Moroccan regions, with a special focus on Errachidia and Tangier, two destinations in the spotlight. The national airlines Royal Air Maroc and Air Arabia also strengthen this Moroccan presence.
A presence which can be explained by the rise in power of this market. Spain is, in fact, recording record tourist flows to Morocco, with 3.5 million Spanish visitors in 2024, an increase of 16% compared to 2023. This progression is accompanied by an increase in air capacity of 20% for winter 2024-2025, and new air routes such as Madrid-Dakhla and Lanzarote-Dakhla, making it possible to envisage growth of 8% for the summer 2025.
FITUR is the first annual meeting for tourism professionals, positioning itself as the second largest tourism fair internationally and the leader in the Iberian and Latin American markets. With the participation of 9,000 companies representing 152 countries, the show attracts 97,000 visitors and 153,000 professionals.
On the sidelines of the show, the ONMT concluded several strategic agreements to strengthen international partnerships, in particular with the CEAV (Spain) and APAVT confederations.
-(Portugal). These agreements aim to position Morocco as an international destination of the year. Initiatives include the organization of the CEAV Travel Days in Morocco in October 2025 and the APAVT annual congress in 2026, bringing together 100 Spanish prescribers and 750 Portuguese stakeholders respectively.
With the Andalusian Federation of Travel Agencies (FAAV), the ONMT is planning a first collaboration which will highlight Morocco through targeted actions in Andalusia and the organization of the FAAV annual congress in April 2025 in Tetouan, Tamuda Bay and Tangier.
The ONMT also enters into partnerships with the main players in tour operating Iberian and global, such as Avoris, Solferias, Destinia, and Luxotour El Corte Inglés, Expedia, Jet2com, et TripAdvisor. A historic partnership with the GEA agency network, with 2,500 agencies in Portugal, Brazil and Latin America, is also planned and aims to actively promote the Morocco. And in view of major events such as the 2025 African Cup of Nations and the World CupWorld 2030, the ONMT is collaborating with Africa Morocco Links, a strategic communication plan and a commercial system targeted on the Spanish market and Balearia, a new Tarifa-Tangier City maritime line to strengthen tourist flows.
Through this notable participation in FITUR, the ONMT strongly reaffirms its ambition to make Morocco an essential destination on the Iberian markets, by capitalizing on the exceptional richness of its tourist offer and its strategic positioning.
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