Dubai, April 29, 2025 – The Moroccan National Tourist Office (ONMT) is reinforcing Morocco’s international tourism strategy through a robust presence at the 32nd edition of the Arabian Travel Market (ATM), held in Dubai from April 28 to May 1, 2025. This flagship event in the global travel and tourism industry serves as a strategic platform to enhance Morocco’s visibility in key emerging markets, particularly in the Gulf Cooperation Council (GCC) region and Asia.
Led by ONMT Director General Achraf Fayda and Hamid Bentahar, President of the National Tourism Confederation (CNT), the Moroccan delegation includes 26 co-exhibitors from across the country’s regions. This year’s pavilion places a special spotlight on the Casablanca-Settat region, aiming to diversify Morocco’s destination portfolio showcased to international stakeholders.
Tourism as a Strategic Economic Lever
Tourism remains a key pillar of Morocco’s economic development, contributing significantly to GDP, employment, and foreign exchange earnings. Participation in global events like ATM enables Moroccan institutions to pursue targeted market diversification and strengthen bilateral tourism flows.
In 2024, Saudi Arabia became the leading GCC source market for inbound travel to Morocco, recording a 13% year-on-year increase in arrivals. This trend is being strategically leveraged through partnerships with top-tier Saudi travel companies including Almosafer, Fursan, and Flyin.com, facilitating greater reach and conversion in the high-potential Middle Eastern segment.
Expanding Connectivity and Global Reach
One of the major milestones during ATM 2025 was the signing of a strategic partnership between ONMT and Emirates Airlines. This agreement aims to enhance air connectivity between Morocco and high-growth Asian markets such as India, Japan, South Korea, and Australia, using Dubai as a central aviation hub. This initiative is aligned with ONMT’s broader goal of positioning Morocco as a premium, accessible destination for long-haul travelers.
In parallel, ONMT continues to engage global travel platforms such as Wego and Cleartrip, reinforcing digital visibility and facilitating demand generation in South Asia and Southeast Asia. These partnerships target both affluent and diaspora-based consumer segments.
Institutional Restructuring for Strategic Focus
To better align with international best practices, ONMT recently undertook a structural reorganization, creating three strategic pillars: Commercial Development, Marketing, and Resources & Support. This restructuring is expected to enhance operational efficiency, responsiveness to market shifts, and stakeholder engagement at both national and international levels.
Through strategic participation in ATM 2025, Morocco is reaffirming its commitment to becoming a global tourism hub. The country’s proactive partnerships, targeted marketing efforts, and institutional modernization reflect a broader economic vision: to elevate tourism as a resilient and innovation-driven engine of sustainable development.
