Morocco is hosting the US Tour Operators Association (USTOA) congress from March 19 to 29 in partnership with the Moroccan National Tourism Office (ONMT). Fifty North American tourism leaders are taking part, visiting Casablanca, Rabat, Fez, Tangier, Chefchaouen, and Marrakech.
The event, the first USTOA congress in Africa, aims to show that Morocco is a safe and attractive destination. Over ten days, visitors are seeing the country’s infrastructure, cultural sites, and luxury travel options.
March 25 in Rabat is the main day, with a USTOA board meeting and Industry Day, where American operators meet Moroccan tourism professionals to discuss strategies and business opportunities.
Morocco wants more North American visitors because they spend more, stay longer, and are interested in culture and luxury travel. Direct flights from cities like New York, Washington, and Miami make visiting easier.
In a region with political tensions, Morocco is using the event to show it is safe and well-organised. Hosting the congress across six cities also helps prepare for co-hosting the 2030 FIFA World Cup.
The ONMT hopes this event will get Morocco included in US travel brochures and booking platforms, helping boost tourism from North America from 2026 to 2030.
