Morocco is preparing to launch a new tourism pavilion that will be used at seven of the world’s biggest travel trade fairs from 2027. The National Tourism Office (ONMT) has opened a tender to design, build and manage the pavilion as part of efforts to attract more visitors and help Moroccan tourism businesses win new international deals.
Tourism is one of the country’s biggest industries, generating 138 billion dirhams in foreign currency earnings.
The pavilion will be showcased at FITUR in Madrid, ITB Berlin, the Arabian Travel Market in Dubai, ITB China in Shanghai, IFTM Top Résa in Paris, the World Travel Market in London and IBTM World in Barcelona.
These events bring together hundreds of thousands of travel professionals, including airlines, tour operators, hotels and tourism boards. Deals signed there often lead to new flight routes, holiday packages and business partnerships.
The new pavilion will have three sections.
The main area will host Moroccan tourism companies, Regional Tourism Councils, the national airline and cultural performances.
A second section will give visitors an interactive experience of Morocco’s different regions. The design will change depending on the trade fair.
The third section will be reserved for hotel groups, destination management companies and incoming travel agencies so they can meet international buyers.
For the first time, the pavilion will also include businesses from across the tourism sector. Restaurants, transport companies, excursion operators, outdoor activity providers and cultural experience companies will all be able to take part.
The ONMT said this broader approach will give international buyers a better picture of Morocco’s tourism offer while creating new business opportunities.
Visitors will be able to explore 10 themes, including culture, the desert, surfing, gastronomy, traditional crafts and the MICE industry, which covers meetings, incentives, conferences and exhibitions.
