Despite a year marked by the Al Haouz earthquake, Morocco outperformed its competitors with increases in arrivals (34%), overnight stays (35%), and revenues (12%). Meeting in Rabat on Tuesday, June 25, the Board of Directors of the Moroccan National Tourist Office (ONMT) reviewed the unprecedented performance in 2023, as part of the Light in Action offensive action plan. «These achievements confirm the sector's dynamism, the fruit of the efforts made by the ONMT, particularly in the areas of air travel, distribution, international promotion, and digital», says a press release. «By the end of May 2024, nearly 6 million tourists had visited Morocco, up 15% compared to the same period last year and up 38% on 2019, the benchmark year. The same was true of overnight stays, which reached 10.44 million at the end of May, up 8% on 2023. Revenue from travel, for their part, reached 31.87 billion dirhams in the first four months of the current year, the same level recorded in 2023 and a significant increase of 39% compared with the end of April 2019», the same source reported. Chaired by Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and the Social and Solidarity Economy, the Council also discussed the work to be carried out this year, under the new roadmap for the sector. «Four action levers have been defined: marketing, all in digital, doubling air travel, and expanding into new markets», added the press release. Accordingly, the ONMT will launch several actions during the second half of 2024, in addition to tailored content on social networks, as well as collaborations, co-branding, and influencer marketing. «Particular emphasis will also be placed on air travel and distribution, with the aim of securing 4.3 million seats for the 2024-25 winter season, representing annual growth of 15%», the ONMT forecasts. The Board of Directors also thanked Adel El Fakir for his work over the past six years at the head of the ONMT. It also praised his positive achievements, particularly in terms of «the internal transformation of the Office, the increased visibility of Morocco as a destination on the international stage, the multiplication of strategic partnerships with major global players in the tourism industry», and above all the success of the «Morocco, Land of Light» promotional and communications campaigns. Adel El Fakir takes up his new post as Managing Director of the Office National des Aéroports (ONDA).
