ONMT Introduces “Light In Action”, its 2023-2026 Action Plan

The Moroccan National Tourism Office (ONMT) introduced to tourism professionals, Tuesday in Rabat, “Light In Action”, its action plan for the period 2023-2026 within the framework of a new edition of “Tourism Marketing Days”.

The Office reported that this new action plan is part of the new roadmap of tourism adopted on March 17 by the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, and the President of the National Confederation of Tourism (CNT), Hamid Bentahar, in the presence of Head of Government, Aziz Akhannouch.

The Moroccan National Tourism Office (ONMT) aims to contribute to the strategy of the ministry in charge to attain over 17 million tourist arrivals in the next three years, and to integrate Morocco in the top 10 most popular tourist destinations in the world by 2026, noting that the Office’s action plan is based on 4 pillars, namely marketing, digitalization, aerials and distribution.

“‘Light In Action’” is an ambitious action plan, perfectly aligned with the new roadmap of the tourism sector. In consultation with our professionals, our action levers will be marketing, all in digital, air X2, and market conquest. Our ambitions are great but we know where we want to go and we have already put in place the milestones,” stated Director General of the Moroccan National Tourism Office, Adel El Fakir.

The event was marked by the participation of the CEO of Ryanair, Eddie Wilson, who disclosed the airline’s goals, its strategy for the Moroccan market, and the potential Morocco offers as a travel destination.

As for the marketing aspect, the emphasis will be put on amplifying the impact of the “Morocco, Land of Light” campaign, the diversification of co-branding actions and the promotion of different destinations and sectors within the domestic and foreign markets.

Regarding digitalization, a multimedia library rich in images and videos will be launched for Moroccan tourism operators, in addition to the launch of the new version of the website www.visitmorocco.com and the strengthening of the social networking component by collaborating with content creators.In terms of distribution, the aim is to double the programming of traditional tour operators and online travel agencies, and to attract new commercial partners.

As for the new strategy’s keystone, aerials will be boosted by the opening of new markets thanks to the strength of the Moroccan National Office Tourism Office and Royal Air Maroc (ONMT-RAM) duo.

To successfully deploy this action plan, the Moroccan National Office Tourism Office (ONMT) has designed a public-private governance, as three “War Rooms” have been launched by the Office and the National Confederation of Tourism (CNT), whose mission is to discuss and implement the pillars of marketing and digital, aerials and distribution.

“Advisory boards” will also be launched in the target markets to ensure presence, monitoring and synergies with leading operators and distributors of these key markets for Morocco.

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