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Morocco turns the page on the pandemic

The enthusiasm displayed by international tourists, as soon as the national borders reopened on February 7, clearly shows that Morocco has turned the page on the pandemic. The Morocco destination is already showing full board for the next summer season which promises to be under the best auspices. After two years tainted by the global health crisis, its variants and its unfortunate socio-economic consequences, the very promising prospects offered to Morocco are mainly due to the efforts made by the national authorities in the management of the pandemic. The exemplary action of the Kingdom, coupled with the pragmatic vaccination policy marked by strong support from citizens, is at the origin of the health security of the national territory, which strengthens the confidence of travelers in the Morocco destination but also that of international tourist operators. Next come the initiatives, and not the least important ones, of players in the tourism sector, who, from the start of the health crisis, mobilized to keep this strategic industry alive, which contributes 7% of GDP and provides nearly 750,000 direct jobs and more than 2 million indirect jobs. Although Morocco naturally conceals a myriad of singular assets which give it a place of choice among world destinations, the recovery of the national tourist sector is above all the fruit of a set of promotional operations initiated in the four corners of the world by institutions in charge of tourism.

An unstoppable Moroccan strategy
This is the example of the Moroccan National Tourist Office (ONMT) which has not skimped on the means to monopolize new market shares or quite simply to win back lovers of Morocco, with the primary objective of securing air capacities and offers from tour operators to the Kingdom. In order to promote the Morocco offer, an authentic, safe and exotic destination, and to strengthen its attractiveness, the promoters of national tourism have carried out a commercial, promotional and communication tour in several countries, in particular France, the United Kingdom, Spain, Germany and Israel. Aware that “social selling” is a fundamental factor of competitiveness with young targets, the ONMT relied on two internationally renowned influencers to seduce American travelers through Kelli Erdmann, better known under the pseudonym of “Happy Kelli ”, and Israelis, by the voice of the host Yarden Harel. This digital strategy, intended to attract these two ultra-competitive markets, was consolidated by the conclusion of an unprecedented partnership between the ONMT and Tripadvisor, the largest travel recommendation platform in the world. Under this agreement, Morocco reserves a place among the most recommended Mediterranean destinations on the platform, which has nearly 500 million travelers in 49 international markets, with particular interest in the United States market and that of Morocco. ‘Israel. In order to leave nothing to chance and to ensure a recovery commensurate with ambitions, this great journey was preceded by the carrying out of studies, prospecting and identification of international trends in travel in order to align the Morocco destination with the highest international standards.

The Morocco destination, an offer for all tastes…
With its various tailor-made campaigns “Aji”, “We are Open”, or even “Ntla9aw Fbladna”, Moroccan promotional and commercial action is expanding with a myriad of unique experiences reflecting the diversity of the he offer that meets the many aspirations of travelers: culture, nature, sea, mountains and desert, sport or escape… The latest international operation, “Morocco, Land of Light”, is resolutely determined to hoist Morocco among the destinations world’s most attractive destinations and to strengthen its reputation with the international public, in particular the new generations of travellers. This multi-channel campaign, both creative and inspiring, was launched across 20 countries, including Europe, the United States, the Middle East, Israel and Africa, with the ambition of placing the destination Morocco in the “Top 10 Bucket List Destinations” of international travellers. By sublimating the wealth of the country, “Morocco, Land of Light” invites tourists from around the world aged 25 to 59 to discover, or rediscover, Morocco, through the arts, cultural experiences, nature and rural heritage, beaches and leisure activities…


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