The Moroccan National Tourist Office (ONMT) is gearing up to launch a series of impactful actions and structural projects in the latter half of 2024 as part of its “Light in Action” plan.
In a recent statement following the board meeting in Rabat, chaired by the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, the ONMT highlighted its strategy to innovate with tailored content across major social media platforms. This approach includes enhancing collaborations, co-branding efforts, and influencer marketing campaigns.
A significant focus will be placed on the aviation sector and distribution networks, with the goal of securing 4.3 million airline seats for the winter 2024-25 season, reflecting an annual increase of 15%.
Additionally, the second half of 2024 will be characterized by intensified commercial activities in traditional markets and the introduction of a new stand concept. The ONMT will also continue its internal transformation to align with Morocco’s evolving tourism ambitions.
The board reviewed the outstanding performance of Morocco as a tourist destination in 2023, a year of recovery, and discussed the records achieved by the end of May 2024 along with the main projects planned for the year. These achievements underscore the sector’s dynamism, driven by the ONMT’s efforts in aviation, distribution, international promotion, and digital outreach.
Despite the challenges of 2023, including the Al Haouz earthquake and a complex international context, Morocco outperformed its main competitors, with significant increases in arrivals, overnight stays, and revenues, rising by 34%, 35%, and 12% respectively.
The “Light in Action” plan, launched in 2023, reflects an ambitious and proactive approach, in harmony with the new tourism roadmap. It focuses on four key areas: marketing, a comprehensive digital strategy, doubling the aviation capacity, and conquering new markets.
As of the end of May 2024, nearly 6 million tourists visited Morocco, a 15% increase compared to the same period the previous year and a 38% rise compared to the benchmark year of 2019. Overnight stays also saw an 8% increase, reaching 10.44 million by the end of May. Travel revenues for the first four months of 2024 hit 31.87 billion dirhams, matching 2023 levels and showing a substantial 39% increase compared to the end of April 2019.
