For the first time, from September 26 to 29, 2024, the Moroccan National Tourism Office (ONMT) is participating in the prestigious Tourism Expo Japan. This international platform offers a valuable opportunity to strengthen Morocco’s position in the high-potential East Asian tourism market.
As part of its market diversification strategy, ONMT is showcasing Morocco at this major event, which has been held in Tokyo since 2014. The Tourism Expo Japan is one of the largest international tourism fairs, gathering professionals from the industry, travel agencies, destinations, and businesses. With over 1,265 exhibitors from more than 80 countries, it offers an ideal setting to tap into the promising East Asian market.
For its inaugural presence, ONMT has brought a delegation of Moroccan tourism operators and stakeholders, displaying the country’s offerings on a 90-square-meter booth. More than 150,000 visitors, including over 15,000 industry professionals, are expected to attend, making this a prime opportunity for ONMT to increase Morocco’s visibility in the Japanese market.
Several high-level meetings are scheduled during the four-day event with key players in Japan’s tourism industry, including H.I.S., a major tour operator (TO) with a presence in 60 countries, including Morocco since 2016. ONMT officials and Moroccan professionals will also meet with JTB Corporation, a globally influential TO founded in 1912, which manages around 10 million travelers annually. In addition, discussions will be held with top online travel agencies (OTAs) in Japan, such as Rakuten Travel (30 million active users), Jalan.net (25 million users), and Ikkyu, a luxury travel platform that facilitated three million bookings in 2023.
ONMT’s participation places special emphasis on the digital sphere, acknowledging the growing preference of Japanese tourists for online booking platforms. Japanese travelers are increasingly seeking personalized, longer, and enriching experiences, while prioritizing safety and sustainability. With this in mind, Morocco’s cultural richness and unique landscapes are being highlighted as major attractions, alongside the growing air connectivity between Japan and Morocco via Middle Eastern hubs.
Through its debut at the Tourism Expo Japan 2024, one of the region’s largest trade fairs, ONMT reaffirms its commitment to penetrating the highly promising Asian market. This initiative aligns with ONMT’s “Light in Action” plan, which includes multiple activations aimed at enhancing Morocco’s visibility in high-potential markets.
