Morocco sticks its head out of the water

The enthusiasm shown by international tourists as soon as the national borders reopened on 7 February clearly shows that Morocco has since turned around the pandemic. The Morocco destination is already showing full board for the next summer season, which looks set to be in full swing.

After two years marked 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 dealing with the pandemic.

The Kingdom’s exemplary action, combined with the pragmatic vaccination policy of strong citizen support, is the cause of national health security, strengthening the confidence of travelers to Morocco’s destination, but also of international tourist operators. .

Next come the initiatives, and not the least important ones, from actors in the tourism sector, who from the beginning of the health crisis mobilized to keep alive this strategic industry, which contributes 7% of GDP and provides almost 750,000 direct jobs and more than 2 million indirect jobs.

While Morocco obviously stores a myriad of unique assets that make it a destination among world destinations, the recovery of the national tourism sector is above all the fruit of a series of promotional operations launched in the four corners of the world by Responsible institutions. of tourism.

An unstoppable Moroccan strategy This is the example of the Moroccan National Tourist Office (ONMT), which has not spared the means to monopolize new market shares or simply win back lovers of Morocco with the primary purpose of securing air capacity and offers from tour operators to the Kingdom.

To promote Morocco’s offerings, an authentic, safe and exotic destination, and to strengthen its attractiveness, the initiators of national tourism have toured a commercial, promotional and communication tour in several countries, notably France, the United Kingdom, Spain, Germany and Israel. ONMT was aware that “social sales” are a fundamental factor in competitiveness with young targets, and ONMT relied on two internationally recognized influencers to seduce American travelers through Kelli Erdmann, better known by the pseudonym “Happy Kelli”, and Israelis, with the voice of host Yarden Harel. This digital strategy, which aims to attract these two ultra-competitive markets, was consolidated by the conclusion of an unprecedented partnership between 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 US and Moroccan markets. ‘Israel.

In order not to leave anything to chance and to ensure a recovery commensurate with the ambitions, this major journey preceded the conduct of studies, prospecting and identification of international trends in travel to bring Morocco’s destination in line 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 promotion and commercial action expands with a wealth of unique experiences in the image of the diversity of Morocco’s offer that meets the wishes of many travelers: culture, nature, sea, mountains and desert, sports or escape …

The latest international operation, “Morocco, the Land of Light”, is resolutely determined to elevate Morocco among the most attractive world destinations and strengthen its reputation with the international public, especially new generations of travelers.

This multi-channel campaign, both creative and inspiring, was launched across 20 countries, including Europe, USA, Middle East, Israel and Africa, with the ambition of placing the destination Morocco in the “Top 10 Bucket List Destinations” of international travelers.

By increasing the country’s wealth, “Morocco, the Land of Light” invites tourists from all over the world aged 25 to 59 to discover or rediscover Morocco through art, cultural experiences, nature and rural heritage, beaches and leisure activities.

Marhaba 2022, a special operation in many respects … After two years of disruption caused by the pandemic, the Marhaba 2022 operation will mobilize an unprecedented unit and funds to give Moroccans living abroad (MRE) a return to the fold below the best conditions.

From 12 April, the shipping companies resumed their passenger transit operations through the Strait of Gibraltar.

The improvement in the health situation in Morocco and in Europe, Eid El Adha, which coincides this year with the summer holidays, and the development of the Moroccan tourist offer, are all indicators that report a strong demand for the Marhaba operation, which provides for the transit of 3 million passengers and 700,000 vehicles.

In response to this exceptional request, a total of 32 ships have been mobilized to carry out 571 weekly trips on all the shipping companies connecting Moroccan ports with Spanish, French and Italian ports.

The aim is for the Joint Moroccan-Spanish Commission for the Transit of MREs to oversee all components relating to liquidity, security and safety, assistance and subsidiarity measures, communication actions, as well as prevention and vigilance measures. The quality of the international partners for national tourism, including public and private institutions, the most fashionable tour operators and prestigious airlines, is a strong signal that symbolizes the trust that Morocco enjoys internationally.

The health crisis, although unfortunate, will certainly have had the benefit of speeding up the reinvention of the national tourist offer and its restructuring, and of repositioning Morocco’s destination on an international scale to promise it the highest fates.

SL (with MAP)


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