Par Chaimaa Hejam
The organization of the annual congress of the Korean Association of Travel Agents in Marrakech, from December 14 to 19, 2024, represents a major strategic turning point for Morocco. This unique event, which is being held for the first time outside South Korea, offers the Kingdom an exceptional platform to strengthen its positioning in the booming Asian market.
This congress brings together more than 60 renowned participants, including tour operator directors, specialist journalists and officials from the Korean Association of Travel Agents (KATA). Holding this event in Marrakech is a guarantee of credibility and international visibility for Morocco, particularly in the tourism sector. The latter represents an opportunity for the country to make itself known to an Asian public potentially looking for new destinations. Morocco is not only seen as a classic destination, but as a place of innovation and welcome, ready to welcome international visitors in a refined and authentic setting.
This event is part of the ONMT’s “Light in Action” strategy, which aims to position Morocco among the most popular destinations worldwide. By hosting this congress, the country is asserting itself on the international scene as a tourist destination of choice. Marrakech, already a popular destination, benefits here from an exceptional showcase which will consolidate its place on the world stage. This strategy focused on the future and sustainability places Morocco as a key player in the international tourism sector, ready to meet the challenges of an increasingly competitive global market.
Beyond visibility and tourist attractiveness, this event generates substantial economic benefits for Marrakech and Morocco as a whole. Tourism, a key sector of the national economy, represents a significant share of GDP. Attracting visitors from Asia, or South Korea more specifically, will bring considerable benefits in strategic areas such as hotels, restaurants, transport and leisure.
Korea’s tourism market is one of the fastest growing in the world, with an estimated value of $32.12 billion and more than 23 million international trips each year. By hosting this congress, Morocco has the opportunity to capture a share of this growing market. This could result in a significant increase in the number of Korean tourists, a clientele with high expectations, but also an opening to other Asian markets. Morocco, thanks to its culture, its modern infrastructure and its warm welcome, has a unique potential to seduce these travelers in search of new experiences.
This congress also constitutes a privileged opportunity to strengthen bilateral ties between Morocco and South Korea. The on-site discussions will help define common strategies aimed at increasing visitor flows, while promoting long-term cooperation between the two countries. In addition, this event allows Morocco to present itself in a new light, as a destination that is both modern and authentic, while highlighting the “Marrakech Forever” brand. This strategic partnership thus opens prospects for sustainable development and diversification of tourist sources, while strengthening Morocco’s competitiveness on the international tourism scene.
The impact of this event is not limited to the few days of the congress. Indeed, the benefits will be visible in the long term. Opening up to the Asian market is an essential lever for diversifying Morocco’s tourist flows and guaranteeing its competitiveness compared to destinations like Thailand, Japan or Bali. The Moroccan tourism sector could see its clientele diversify, attracting not only Korean tourists, but also visitors from other neighboring Asian countries, creating a domino effect that will benefit the national economy.
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