The Moroccan National Tourism Office (ONMT) has launched two strategic initiatives, «Shining Fès» and «Rising Ouarzazate», aimed at repositioning these two cities on the international tourism map. Developed in collaboration with local authorities and tourism professionals, these initiatives seek to leverage the cultural and heritage potential of both destinations, according to an official statement. «Shining Fès» focuses on promoting Morocco's spiritual capital through a range of commercial and media initiatives. As part of the campaign, a documentary on Fès's gastronomy will be aired on TV5 Monde, while another production on Moroccan artisans will be created by France 2. The city will also be featured in the series «Minute Voyage» on M6 and in an episode of «Clive Myrie's African Adventure» on the BBC. Additional promotional efforts include campaigns with French travel agencies Carrefour Voyages and Havas Voyages, as well as partnerships with platforms like Voyage Privé. These initiatives will spotlight themes such as gastronomy and craftsmanship. Online training programs for tourism professionals and press trips are also planned to bolster visibility. Meanwhile, «Rising Ouarzazate» aims to reposition the city as a premier destination centered on the desert, cinema, and immersive experiences. Audiovisual content highlighting Ouarzazate's cinematic heritage will be produced in the UK. The region will also sponsor a British film in competition at a UK film festival, further enhancing visibility through a content strategy that includes symbolic milestones such as an award for Best Natural Setting. European broadcasters such as RAI 3 and Sky TV will air features on local culture and cuisine. Additionally, Ouarzazate will host major international events, including the Desert Women's Summit and Spanish tourism conventions. Both initiatives include plans to improve air connectivity to Fès and Ouarzazate, with the goal of boosting their appeal and accessibility in international markets.
