Casablanca is set to host the largest convention of Italian travel agents ever organized in Morocco, welcoming 1,500 operators for the annual gathering of Welcome Travel Group. This significant event is scheduled to take place from April 4 to 7, following a memorandum signed on Thursday, February 13, by the Moroccan National Tourism Office (ONMT). The agreement was formalized by Achraf Fayda, Director General of the ONMT, and Adriano Apicella, CEO of Welcome Travel Group. The convention is expected to serve as «an exceptional showcase for the destination of Casablanca, as well as Rabat and El Jadida». Welcome Travel Group is Italy's largest network of travel agents, commanding 33% of the country's agencies and a 44% market share. The Italian market, a significant contributor to Moroccan tourism, ranks as the fourth largest source of tourists to the country, alongside France, Spain, the UK, and Germany. In 2024, approximately 900,000 Italian tourists visited Morocco, accounting for over 5% of international arrivals. ONMT anticipates continued growth, projecting an annual increase of 7 to 10% until 2030. Achraf Fayda emphasized that the Italian market represents «a real opportunity to strengthen Morocco's attractiveness». He highlighted initiatives such as «the establishment of direct air links and targeted actions» designed to provide Italian travelers with easy access and an authentic Moroccan experience, thereby making Morocco their destination of choice. In line with these efforts, ONMT plans to «intensify its promotional actions and strengthen its collaboration with the main Italian tour operators». This strategy includes the «development of direct point-to-point air links» to further enhance connectivity and appeal to Italian tourists.
