The Moroccan National Tourist Office (ONMT) launched a national dialogue on Wednesday, September 3, with industry stakeholders to «refine its promotional strategy». The initiative aims to place Morocco «on the path to 'Stronger'» and strengthen its international positioning by 2030, according to a statement. This consultation forms part of the 2026–2030 tourism roadmap and marks «a new phase» in co-developing a national and international promotional strategy in collaboration with the National Tourism Confederation (CNT) and its regional branches. «This phase of dialogue represents a decisive step in shaping the new strategy for promoting and marketing Morocco as a destination. The ambition is to design a strategy that reflects real needs on the ground while addressing the profound shifts in the global tourism market», the statement reads. Achraf Fayda, Director General of ONMT, stressed the «essential» nature of this process, noting that the strategy must be «anchored in realities on the ground, while projecting Morocco towards new ambitions». CNT President Hamid Bentahar also praised the inclusive approach, which is built around four pillars: aviation, distribution, image, and digitalization. In the coming months, ONMT will translate these discussions into concrete programs to diversify markets, build a stronger destination narrative, and sharpen the targeting of international campaigns. The ultimate goal is to position Morocco among the world's top 15 destinations, surpassing 26 million visitors by 2030 with a high level of satisfaction.
