Thomas Cook, a British global travel company that owns a number of tour operators, as well as airlines based in the UK, Germany, Belgium and Scandinavia is highly interested in Morocco as a destination for British tourists. At the World Travel Market 2017 (WTM), one of the world's largest travel fairs, taking place in London from The 6th to the 8th of November, Thomas Cook promised to increase the influx of British tourists heading to Morocco. «Our goal is to reach the threshold of one million British tourists over the next two years», said Zouiten, director general of the Moroccan National Office of Tourism. He added: «The increase in air services between Morocco and the United Kingdom has reached 90 weekly flights now».The ONMT also launched a campaign called «Much Mor» (referring to Morocco / Morocco), an award winning communication campaign in London. All these factors have prompted travel guide publisher Lonely Planet to rank the city of Essaouira among the top 10 best value destinations to visit in the world in 2018.
