The Moroccan National Tourist Office (ONMT) is organizing a roadshow in Beijing and Shanghai from February 17 to 22, aiming to capitalize on the reopening of Royal Air Maroc's Casablanca-Beijing route and the launch of China Eastern's new Shanghai-Casablanca connection, which began in January. In a press release, ONMT announced that it is strengthening its presence in the Chinese market with a targeted roadshow designed to foster tourism exchanges between the two countries. This initiative brings together key players from Morocco's tourism sector, including inbound travel agencies (DMCs), hotels, and exclusive experiences, in partnership with the National Tourism Council (CNT). The program includes strategic meetings with influential platforms such as Ctrip and TikTok. This effort is part of a broader strategy to relaunch Morocco's tourism offerings, focusing on reconnecting Moroccan partners with the specific demands of the Chinese market—an essential player in international tourism. In 2019, China was the world's leading outbound tourism market, with 155 million international trips. With the recovery of Chinese tourism, Morocco is positioning itself in strategic segments such as luxury travel, tailor-made experiences, and small group tours to meet the evolving preferences of Chinese travelers. Throughout 2024, the Moroccan delegation in Beijing has been working with specialized trade and marketing agencies. The strategy has centered on revitalizing collaborations under the new «Morocco» brand, participating in international trade shows like ITB China 2024, and organizing familiarization and influencer trips. ONMT is also boosting its presence on Chinese media channels and creating institutional accounts on social media platforms. With over 4.15 million millionaire households in China as of 2023 and the resurgence of air travel, the Chinese market represents a significant opportunity for Morocco.
