The Moroccan National Tourism Office (ONMT) is stepping up efforts to strengthen Morocco’s position in the French tourism market, the Kingdom’s leading source market. Ahead of the IFTM Top Resa trade show, taking place in Paris from September 15 to 17, the Office presented its new strategy to a wide range of French media outlets.
ONMT Director General Achraf Fayda met with representatives of the French press, including news agencies, television and radio stations, general-interest publications and specialized media, to outline the Office’s new approach to the French market.
The initiative comes at a strategic time, as France continues to play a key role in Moroccan tourism, while air connectivity between the two countries continues to expand.
Turning French Interest into More Tourist Arrivals
The ONMT aims to convert the strong interest of French travelers in Morocco into additional tourist flows, while ensuring that visitors are distributed more widely across the Kingdom’s different regions.
To achieve this, the Office is combining promotional efforts with a stronger commercial approach, including increased partnerships with major travel industry players in France and airlines to support the expansion of air capacity and facilitate access to Morocco.
Air connectivity is one of the key drivers of this new phase. The 2026-2027 winter season is expected to see a significant increase in direct connections between France and Morocco, particularly from regional French cities.
This development is intended to bring French travelers closer to Morocco’s various regions, expanding the potential visitor base and opening up new opportunities beyond the country’s major metropolitan areas.
“Our challenge is to be where French travelers are. The potential is not limited to Paris and the major metropolitan areas. The development of connections from regional cities creates new opportunities for Morocco and for all its regions,” said Achraf Fayda, as quoted by the ONMT.
Promoting a More Diverse Morocco
Another priority for the ONMT is to move beyond a tourism strategy focused primarily on Morocco’s best-known destinations and instead showcase a more diverse Kingdom, rich in destinations, territories and experiences.
During his meeting with the French media, Fayda highlighted the strengths of Morocco’s different regions and their ability to respond to the evolving expectations of French travelers.
The travel experience is becoming the central theme of the ONMT’s new promotional strategy. The objective is not only to give French tourists more reasons to choose Morocco, but also to encourage them to return and discover new experiences across the Kingdom.
A New Push on the French Market
As IFTM Top Resa approaches, the ONMT is stepping up its efforts in the French market through a strategy combining promotional power, stronger commercial partnerships, improved air connectivity and greater visibility for Morocco’s different regions.
The ultimate goal is to make France, Morocco’s leading source market, an even stronger driver of the Kingdom’s tourism growth.
