The Moroccan National Tourist Office (ONMT) is seizing every opportunity to showcase Morocco’s appeal as a top travel destination, aiming to attract more tourists and strengthen its market share in Brazil, a highly promising market.
This strategy was on full display during the second edition of Travel Next Minas, held on August 16 and 17 at the Expominas BH Exhibition Center in Minas Gerais, a vast state in the southeastern part of Brazil, which is the largest economy in Latin America. The event brought together over 5,000 professionals from the tourism sector.
Morocco and Brazil are committed to boosting their tourist exchanges by leveraging the rich cultural heritage of both nations. The Brazilian tourism market, with its growing middle class and affluent consumers, represents significant growth potential.
With a population of 203 million, Brazil is the leading South American country in terms of tourists visiting Morocco, with approximately 50,000 Brazilian tourists traveling to the Kingdom annually, according to Mohamed Amine El Joudani, ONMT’s country manager. El Joudani, who opened a new ONMT office in São Paulo last September, highlighted the importance of this market.
The recent resumption of direct flights between Casablanca and São Paulo, operated by Royal Air Maroc with three weekly flights (on Tuesdays, Thursdays, and Saturdays), is expected to significantly increase the flow of Brazilian tourists to Morocco. “Our ambition is to double their number to 100,000 over the next three years,” El Joudani stated in an interview with MAP.
To achieve this goal, El Joudani emphasized the importance of training Brazilian travel agents. The ONMT has been working closely with key tour operators, such as Diversa, Abreu, and Orinter, to better familiarize industry professionals with Morocco as a destination. “Our strategy is first to train the professionals so they can effectively promote Morocco. Only then will we move to a broader public communication phase,” he explained.
In addition to promoting direct travel, the ONMT aims to position Morocco as an alternative destination for tourists heading to Europe, particularly Portugal and Spain. The idea is to encourage these travelers to include Morocco in their itineraries, given that Brazilians are particularly drawn to the Kingdom’s rich history, vibrant culture, and exquisite cuisine.
