Two Moroccan cities are stepping back into the global travel spotlight. The Moroccan National Tourist Office has just unveiled two separate revitalization campaigns—one for Fez, the other for Ouarzazate—with a clear goal: to put both destinations firmly back on the map for international travelers. The initiatives, titled “Shining Fez” and “Rising Ouarzazate,” lean heavily on targeted marketing and strategic partnerships to boost their appeal.
In Fez, the focus is on increasing exposure through international media outlets and tourism networks. A slate of documentaries and features is set to air on major channels like BBC, France 2, M6, and TV5 Monde. At the same time, the tourism office has secured deals with major travel retailers such as Carrefour Voyages and Havas Voyages. The campaign also includes training programs for local industry professionals, aimed at improving service standards and hospitality infrastructure.
Ouarzazate, often dubbed Morocco’s Hollywood, is banking on its cinematic legacy and breathtaking landscapes to attract visitors. Its strategy involves producing promotional content specifically for the UK market, and collaborating with a British film that’s currently making rounds on the festival circuit. Broadcasts filmed in the region will appear on Italy’s RAI 3 and the UK’s Sky TV. To add momentum, a number of high-profile events are scheduled to take place in the city, including the Desert Women’s Summit and major tourism conventions involving Spanish stakeholders.
Alongside these city-specific plans, the Moroccan Tourist Office is rolling out joint efforts to support both destinations. These include media tours, professional workshops, and training sessions for European travel agents and influencers. While the overarching mission is the same—revitalizing interest among international travelers—each city’s campaign has been tailored to reflect its unique character and untapped potential.
