AWith this action plan as part of the sector’s new roadmap, the ONMT aims to contribute to the strategy of the Ministry of Tourism aimed at reach 17.5 million tourist arrivals within three years by integrating Morocco into the top 10 most popular tourist destinations in the world by 2026.
“Light in Action is an ambitious action plan, in perfect harmony with the new roadmap for the tourism sector. In consultation with professionals, our levers of action will be marketing, all in digital, air X2 and the conquest of markets. Our ambitions are big, but we know where we want to go and we have already put the milestones in place”said Adel El Fakir, CEO of the ONMT, in a press release.
The “Tourism Marketing Days”, an event organized by the ONMT, was an opportunity to receive Eddie Wilson, CEO of the airline Ryanair, who was able to reveal “the ambitions of the airline in Morocco, its action plan for this market and the opportunities offered by the Morocco destination”.
4 pillars: marketing, digital, airline and distribution
For the marketing and digital aspects, the focus will be on amplifying the impact of the “Morocco, Land of Light” campaign, diversifying co-branding actions and promoting the different destinations and sectors on the markets. domestic and foreign. A media library rich in images and videos will be set up, in addition to the launch of the new version of the portal visitmorocco.com and strengthening the social media component, in particular through collaborations with content creators.
Regarding distribution, it will be a question of doubling the programming of traditional tour operators and online travel agencies, and of canvassing new commercial partners.
The spearhead of the new strategy, the air-related component will be strongly supported by the opening up of new markets thanks to the strike force of the ONMT-RAM duo. The point-to-point network will be doubled at the start of the high-potential emitting basins, in parallel with a strengthening of the domestic network.
For the deployment of this action plan, the ONMT thought regarding the implementation of a public-private governance. Three “War Rooms” have thus been launched by the ONMT and the National Confederation of Tourism, to debate and act on the marketing and digital, distribution and air transport pillars.
