Morocco’s National Tourism Office is shifting gears with a bold new campaign that targets its own citizens, aiming to rekindle a sense of wonder and pride in exploring their homeland. Called “Ntla9aw fbladna”—which loosely translates to “Let’s Meet in Our Country”—this initiative is designed to turn emotional connection into travel motivation, encouraging Moroccans to rediscover the beauty and diversity of their own backyard.
Under the direction of Achraf Fayda, the campaign unfolds across Morocco with a strong focus on connecting with the diaspora as well. It leans heavily on evocative visuals, real-life stories, and immersive storytelling to highlight the unique landscapes and cultural traditions that define the country. From bustling coastlines to quiet mountain villages, the campaign invites Moroccans to look again at what they may have overlooked.
At the heart of the effort are two cinematic ads. The first centers on Morocco’s sun-soaked shores—both Atlantic and Mediterranean—showcasing carefree days at the beach, water sports, and the warmth of family time. The second ventures inland, offering a sensory journey through traditional Berber hospitality, local cuisine, and vast natural landscapes that often go unnoticed. Together, these films capture the emotional essence of travel within the country, making it less about destinations and more about connections.
This is a full-spectrum media push, with the campaign appearing on television, radio, print, in movie theaters, on billboards, and across digital platforms. The ONMT is using data-driven strategies to precisely target various segments of the population, with the goal of elevating the appeal of all 12 regions of the kingdom. It’s not just a promotional effort—it’s a national narrative shift.
Early reactions have been overwhelmingly positive. Viewers have praised the modern tone and the powerful ability of the films to stir an immediate desire to travel. The buzz underscores a successful pivot by the Tourism Office toward a more human-centered, emotionally resonant approach that feels authentic and grounded.
With “Ntla9aw fbladna,” Morocco’s tourism agency isn’t just selling trips—it’s offering a renewed relationship with home. By tapping into nostalgia, curiosity, and a longing for escape, the campaign hopes to channel personal attachment into economic energy, supporting local businesses and reigniting a nationwide passion for discovery.
