The Moroccan National Tourist Office (ONMT) and the National Confederation of Tourism (CNT) held a workshop on Monday under the theme «Morocco & The American Traveler: Strategy in Action», bringing together more than 100 tourism operators. According to a statement, the event aimed to «prepare Moroccan professionals to better understand the characteristics of a high-potential American market, adapt their offerings accordingly, and structure an operational scale-up». The introduction of new direct air routes between Morocco and the United States has already boosted visitor numbers. In this context, «the meeting sought to raise awareness among Moroccan operators of the importance of the American market, enhance their skills to capture this strategic segment, and anticipate the adaptation of Morocco's tourism offer to the expectations of American travelers—who are particularly sensitive to perceived value, immersive experiences, and sustainability». In 2024, Morocco welcomed over 400,000 American visitors. The ONMT now aims to reach 1 million U.S. tourists per year in the medium term, building on the successive launch of direct flights to and from Atlanta, New York, Washington, Miami, and Montreal.
