Morocco is setting its sights even higher in the Italian tourism market. After welcoming nearly 900,000 Italian visitors in 2024, the country is pushing forward with new initiatives to attract even more travelers from Italy. In a strategic move to strengthen this momentum, the Moroccan National Tourist Office (ONMT) has signed a memorandum of understanding with WelcomeTravel Group, Italy’s largest travel agency network, to host its annual convention in Casablanca from April 4 to 7, 2025.
This large-scale event will bring together 1,500 Italian travel agents, making it the biggest tourism convention ever held in Morocco for Italian industry professionals. It will provide significant exposure for Casablanca while also highlighting Rabat and El Jadida as key destinations. By welcoming top Italian travel experts, Morocco aims to reinforce its position as a preferred destination in the Mediterranean region.
The agreement was signed on February 13, 2025, by Achraf Fayda, Director General of ONMT, and Adriano Apicella, CEO of WelcomeTravel Group. Representing 33 percent of all Italian travel agencies and holding a 44 percent market share, WelcomeTravel Group plays a crucial role in shaping travel trends in Italy. This partnership is expected to create new opportunities for Morocco to expand its influence in the Italian tourism sector.
Italy is currently the fourth-largest source of tourists for Morocco, alongside France, Spain, the United Kingdom, and Germany. In 2024, Italian visitors accounted for more than five percent of total international arrivals. Projections indicate steady growth of seven to ten percent annually until 2030, solidifying Morocco’s appeal among Italian travelers.
Achraf Fayda emphasized the significance of this collaboration, describing the Italian market as a key driver for boosting Morocco’s tourism industry. To support this vision, ONMT is working to increase direct flight connections and launch targeted promotional campaigns aimed at making travel to Morocco more accessible and appealing to Italians. The plan includes strengthening partnerships with major Italian tour operators and expanding air links between Italian cities and Morocco’s key destinations.
By securing this convention, Morocco is seizing a valuable opportunity to captivate Italian tourism professionals and enhance its reputation as a top Mediterranean travel destination. The country is positioning itself as an essential stop for Italian travelers, aiming not only to increase visitor numbers but also to create a deeper cultural and economic connection with one of Europe’s most influential tourism markets.
