Morocco is working hard to attract French tourists, hosting the SETO Forum in Tamuda Bay from 25 to 27 March. Around 140 top people from France’s travel industry, including tour operators and travel experts, are attending.
For the Moroccan National Tourist Office (ONMT), the forum is a chance to show the country as a safe and reliable holiday destination. Director General Achraf Fayda, who joined in late 2024 after working with companies like Coca-Cola, is leading the “Light in Action” plan to boost visitor numbers.
France is a key market. in 2025, 5.7 million French tourists visited Morocco, nearly 29% of all international visitors. This was up 11% from 2024, with another 14% rise in January 2026. Morocco is now the top non-European destination for French holidaymakers, behind only Mediterranean countries like Spain, Italy, and Greece.
While Marrakech and Agadir are the main tourist hubs, the ONMT is promoting northern Morocco. Tamuda Bay, near M’diq and Tetouan, is being called the “Moroccan Riviera,” with luxury resorts and local culture. Royal Air Maroc now runs a direct flight from Paris to Tetouan twice a week, making it easier for visitors to reach nearby areas including Chefchaouen.
SETO, the main French tour operators’ group, has hosted the forum every year since 2009. It’s where the industry looks at past performance, predicts trends, and discusses new travel patterns. Interest in Club holidays has grown 44.3% recently. SETO also focuses on safety and sustainability. Its Setosphere fund supports tree planting, responsible travel communication, and eco-friendly tourism projects.
Morocco was named SETO’s “Partner Destination of the Year 2025” after attracting record numbers of French visitors.
Major French operators include Club Med, TUI France, FRAM, Kuoni France, Voyageurs du Monde, NG Travel, and Salaün Holidays. Niche operators cover adventure travel and cruises, like Allibert Trekking, Nomade Aventure, MSC Croisières France, Costa Croisière, and CroisiEurope. Supporting members include airlines such as Air France and tech and service providers like Amadeus and Mutuaide.
