With an innovative stand and an exclusive presence at the World Travel Market London 2023, Morocco has distinguished itself as an ideal tourist destination and aims to maximise its visibility to become one of the ten most attractive tourist countries in the world

Morocco highlights its tourism potential at WTM London 2023

Fatima Zahra Ammour
PHOTO/FILE - Fatima Zahra Ammour

Represented by a delegation comprising the Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatima Zahra Ammour, the Director General of the Moroccan National Office of Tourism (ONMT), Adel El Fakir, and the President of the National Confederation of Tourism (CRT), Hamid Bentaher, Morocco has taken part in the World Travel Market (WTM), organised in London, distinguishing itself as a special destination of choice. 

According to a statement from the ONMT, Morocco has been honoured to enjoy an exclusive presence at the opening ceremony of the WTM London 2023. This tourism event specialising in the travel industry is considered as a major international gathering for the travel and tourism sector, which was held from 6 to 8 November. 

The ONMT has taken this opportunity to unveil a new concept of space at the International Travel Show. Morocco's new stand at the London show, spread over an area of 525 m², has given a new boost to the country's international tourism promotion. In line with the specificity of the host country, the ONMT gave priority to the two regions of Marrakech-Safi and Sus-Masa being the favourite destinations of British tourists. 

PHOTO/FILE - Adel El Fakir
PHOTO/FILE - Adel El Fakir

In order to consolidate the tourism sector in Morocco and boost its development process, the Moroccan Tourist Board has finalised two relevant partnerships consisting of two 5-year agreements.  

The first agreement was signed with the British TO JET2 and aims to place Morocco at the heart of its programming. It is a partnership that plans to incorporate, from the first year of the partnership, 17 flights per week, with the intention of increasing this frequency to 28 flights per week in the long term.

The ONMT has also established a partnership with eDrean Odigeo, Opodo and Travelink that aims to triple the current annual targets to reach an annual growth of 30%. 

It is worth mentioning that Morocco's participation in WTM London 2023 is part of the ONMT's dynamic strategy that aims to consolidate the North African country's presence in traditional markets and open up to new markets to strengthen the Morocco destination. 

PHOTO/FILE - Campaña Marruecos, tierra de luz
PHOTO/FILE -  "Morocco: Land of Light" campaign

The strategy of the Moroccan Tourist Board is part of its action plan called "Light in Action", which aims to rank Morocco among the top 10 tourism countries in the world by 2026. 

With the new action plan drawn up for the period 2023-2026, the ONMT aims to amplify the international campaign "Morocco: Land of Light", launched in April 2023 and already implemented in 20 countries, in order to achieve the highest level of visibility and visibility.   

In accordance with the roadmap of the Moroccan Ministry of Tourism, the ONMT relies on public-private governance for the success of its action plan, in order to ensure an attractive presence of Morocco and an efficient follow-up of its strategies both in the general tourism field and in the travel industry.