In a rapidly shifting global tourism landscape, Achraf Fayda is intensifying Morocco’s strategic push into the French market, reinforcing the Kingdom’s position among Europe’s most attractive destinations. This momentum is highlighted by the hosting of the annual forum of the SETO from March 25 to 27, 2026, in Tamuda Bay.
Following a strong presence in the United States during the congress of the USTOA, Fayda, Director General of the ONMT, is now focusing on consolidating Morocco’s footprint in France — the Kingdom’s leading outbound tourism market. By bringing together top French tour operators on Moroccan soil, the strategy aims to strengthen partnerships and boost destination visibility at the source.
This initiative comes at a time when geopolitical tensions in parts of the Middle East are reshaping travel patterns across Europe. As a result, demand is increasingly shifting toward stable, accessible, and secure destinations. In this context, Morocco is positioning itself as a “safe haven” in the Mediterranean and North Africa, offering a unique combination of proximity, cultural richness, and operational reliability — key factors for French tour operators when designing travel packages.
Since its creation in 2009, the SETO Forum has become a cornerstone event for the French tourism industry. The 2026 edition gathers around 140 participants, including executives, industry experts, institutional stakeholders, and specialized media, reflecting sustained interest in Morocco and a shared ambition to deepen cooperation.
France remains central to Morocco’s tourism development strategy. In 2025, more than 5.7 million French tourists visited the country, marking an 11% increase and accounting for nearly 29% of total international arrivals. Early indicators for 2026 confirm this upward trend, with a 14% rise in French arrivals recorded as early as January, alongside growing bookings for the winter season according to SETO’s barometer.
Air connectivity is another key pillar of this strategy. Royal Air Maroc, the official carrier of the event, is supporting this expansion through new direct routes, including the recently launched connection between Paris and Tetouan. This development aims to enhance access to northern Morocco and promote emerging destinations among French travel professionals.
Through this coordinated offensive, Achraf Fayda is driving a strategy built on proximity to key market players, territorial diversification, and strengthened air links — reinforcing Morocco’s status as a leading destination for French travelers.
