By Ebi Kesiena
The Moroccan National Tourism Office (ONMT) has unveiled an ambitious tourism action plan for 2025, aiming to sustain the sector’s remarkable growth and position Morocco as a leading global destination.
The plan was presented during a board meeting held recently in Rabat under the leadership of Tourism Minister Fatim-Zahra Ammor.
Key priorities of the plan include expanding air connectivity, launching targeted marketing campaigns, and leveraging major events like the 2025 Africa Cup of Nations (AFCON) to boost Morocco’s visibility on the global stage.
Airline seat capacity is set to increase by 20% to 13.3 million, with a focus on emerging markets such as the United States, Canada, and Eastern Europe.
In line with digital trends, the Visit Morocco platform will undergo significant updates. Meanwhile, the “Ntla9awfbladna” campaign will encourage domestic tourism through data-driven market strategies.
The ONMT aims to achieve 9.23 million overnight stays in 2025, reflecting an annual growth of 20%. Additionally, efforts are geared towards attracting 2.5 million more tourists through partnerships with tour operators and online travel platforms, marking a 25% increase.
The upcoming Africa Cup of Nations is seen as a pivotal moment for Morocco’s tourism sector. The ONMT plans to use the event as a platform for an extensive promotional campaign, branding Morocco as the “Land of Football” and enhancing its image as a premier tourist destination.
In 2024, Morocco achieved significant milestones, including a 19% rise in tourist arrivals to 15.9 million, a 9% revenue growth to 97 billion dirhams, and a 10% increase in overnight stays to 24.1 million.
Minister Ammor highlighted the collaborative efforts of public and private stakeholders in driving these achievements and emphasised a commitment to sustaining this momentum through the 2025 action plan.
The ONMT board unanimously approved the 2024 report, 2025 budget, and the new strategic roadmap, marking a decisive step towards strengthening Morocco’s global tourism footprint.
