DR ‹ › Morocco is stepping up its outreach to key markets by hosting the annual SETO Forum in Tamuda Bay from March 25 to 27, 2026, a major gathering of French tour operators. Following efforts to strengthen its presence in the US market during the USTOA Congress, Morocco's National Tourism Office (ONMT) is now turning its focus to France, the Kingdom's leading source market, by bringing together key decision-makers from the French tour operating sector. This strategic move comes as regional tensions in the Middle East reshape travel patterns, increasing the appeal of stable, accessible, and secure destinations, according to a press release from ONMT. In this context, Morocco is positioning itself as a «safe haven» in the Mediterranean and North Africa, offering proximity, diverse experiences, and operational reliability, key criteria for French tour operators. Held annually since 2009, the SETO Forum is a flagship event for the French tourism industry, bringing together tour operator executives, experts, institutional representatives, and specialized journalists. The 2026 edition is expected to attract around 140 participants. France remains central to Morocco's tourism strategy. In 2025, the Kingdom welcomed more than 5.7 million French tourists, up 11% year-on-year and accounting for nearly 29% of international arrivals. Early 2026 trends confirm this momentum, with French arrivals rising by 14% in January. The SETO barometer also points to continued growth in passenger flows to Morocco and increased bookings for the winter season.
