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Light in action

At its Board of Directors meeting, the MNTO sets out its strategy to highlight Morocco at CAN 2025

  • All indicators outperformed in 2024, outstripping the performance of competing destinations.
  • Revenues will exceed 100 billion DH, confirming tourism’s place as one of the country’s biggest foreign currency earners.
  • CAN 2025 will be a unique opportunity to promote the nation and its destination as well.

Rabat, December 23, 2024 – The Board of Directors of the Moroccan National Tourism Office (MNTO) met on Monday December 23 in Rabat, under the chairmanship of Mrs. Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and the Social and Solidarity Economy, and in the presence of the Office’s directors.

In his presentation, Achraf Fayda, CEO of the MNTO, started by looking back on an exceptional 2024 year, marked by record performances in all segments and markets.

In fact, Morocco has outperformed in 2024, with a growth rate of 19%, higher than the world average of 12% and most competing destinations. By the end of November 2024, Morocco hosted 15.87 million tourists, i.e. up to 20%, a record for the destination. Number of overnight stays skyrocketed by 10% to 24.1 million overnights at the end of October, and revenues soared to an impressive 97  billion DH, marking a staggering 9% increase. This confirms the tourism sector’s position as one of the country’s most significant foreign currency earners.

 “We have achieved these record figures thanks to the mobilization and commitment of all of all our stakeholders, from the public and private sectors to our international partners. Our tourism roadmap is bearing fruit and we can now enter the year 2025 with confidence and determination”, declared Mrs. Fatim-Zahra Ammor.

The Moroccan National Tourism Office pursued its work on its « Light in Action » plan for 2024. This plan has four main parts: marketing and promotion, digital, air transportation, and the conquest of new markets. The digital part of this plan includes creating content to promote regions and Moroccan tourism brands online.

With regard to air travel, a very important contractual deal has been made in order to secure 11.1 million passengers, which is 25% more than in 2023. More than 120 new routes have been launched, bringing the total to 705. These new routes connect 25 markets, 6 more compared to 2023.

In terms of distribution, MNTO  has secured more than 5.1 million tourists via Tour Operators (TO) and online travel agencies (OTA), representing a 63% increase in the flow of international tourists brought back by MNTO partnerships.

 

The 2025 will, thus, be a year of consolidation, with the launch of 2 new waves of the Kingdom of light campaign and the launch of the new Ntla9awfbladna campaign, which will be accompanied by a market study on domestic tourism.

 

On the digital front, a redesign of the visitmorocco website in line with new trends in the sector is planned, along with a synchronization of influence marketing actions with market PR actions.

In terms of air travel, the goal is to exceed 13.3 million seats, which is an incredible annual increase of more than 20%. This will be achieved by the creation of new airlines and the expansion of newly connected markets such as the United States, Canada, and Eastern European countries.

In terms of distribution, the goal is to reach 2.5 million customers, with a 25% increase over 2024, and 9.23 million overnight stays, representing an annual increase of 20%.

For the 2025 CAN competition, MNTO is thrilled to announce its plans to make this major event a showcase for the promotion of Morocco as an African Destination of Excellence using the power of sport. An ambitious promotional plan around the CAN 2025 will be launched, using the power of sport to bring people together to position Morocco as Land of Football and an African Destination of Excellence.

Beyond the competitive and sporting nature of the event, MNTO will make profit of this unique and exceptional opportunity to promote the Kingdom and its position as a leading tourist destination.

At the end of this annual meeting, the MNTO’s activity report and financial statement for the year 2024 were approved by all directors, as were its 2025 action plan and its structuring projects for the future of Morocco as an outstanding destination, in line with the sector’s roadmap.

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Â«Â Ù„Ù‚ŰŻ Ű­Ù‚Ù‚Ù†Ű§ ŰŁŰ±Ù‚Ű§Ù…Ű§ Ù‚ÙŠŰ§ŰłÙŠŰ© لم ÙŠŰłŰšÙ‚ Ù„Ù‡Ű§ Â Ù†ŰžÙŠŰ± Â ŰšÙŰ¶Ù„ ŰȘŰčۚۊ۩ ÙˆŰ§Ù†ŰźŰ±Ű§Ű· ÙƒŰ§ÙŰ© Ű§Ù„ŰŁŰ·Ű±Ű§Ù Ű§Ù„Ù…ŰȘŰŻŰźÙ„Ű©ŰŒ ŰłÙˆŰ§ŰĄ ŰšŰ§Ù„Ù‚Ű·Ű§Űč Ű§Ù„ŰčÙ…ÙˆÙ…ÙŠŰŒ ŰŁÙˆ Ű§Ù„Ù‚Ű·Ű§Űč Ű§Ù„ŰźŰ§Ű”ŰŒ ŰŁÙˆ Ű­ŰȘى ŰŽŰ±ÙƒŰ§ŰĄÙ†Ű§ Ű§Ù„ŰŻÙˆÙ„ÙŠÙŠÙ†. ÙˆŰšÙ‡Ű°Ű§ŰŒ Ù†ŰłŰȘŰ·ÙŠŰč Ű§Ù„ŰŹŰČÙ…ŰŒ ÙˆŰšÙƒÙ„ ÙŰźŰ±ŰŒ Űčلى ŰŁÙ† ۟ۧ۱۷۩ Ű·Ű±ÙŠÙ‚ Ù‚Ű·Ű§ŰčÙ†Ű§ Ű§Ù„ŰłÙŠŰ§Ű­ÙŠ Ù‚ŰŻ ŰŁŰčŰ·ŰȘ Ű«Ù…Ű§Ű±Ù‡Ű§ ÙˆŰ­Ù‚Ù‚ŰȘ Ű§Ù„ŰŁÙ‡ŰŻŰ§Ù Ű§Ù„Ù…Ű±ŰŹÙˆŰ© Ù…Ù†Ù‡Ű§Ű› Ù…Ù…Ű§ ÙŠŰ­ÙŰČÙ†Ű§ Űčلى ۧ۳ŰȘÙ‚ŰšŰ§Ù„ ŰłÙ†Ű© 2025 ŰšÙƒÙ„ Ű«Ù‚Ű© وŰčŰČم Űčلى Ù…ÙˆŰ§Ű”Ù„Ű© Ű§Ù„Űčمل ŰšÙƒÙ„ ŰŹŰŻÙŠŰ© ÙˆŰ·Ù…ÙˆŰ­ Â«Â ŰŒ ÙƒÙ…Ű§ ۏۧۥ Ű°Ù„Ùƒ في ŰȘŰ”Ű±ÙŠŰ­ Ù„Ù„ŰłÙŠŰŻŰ© ÙŰ§Ű·Ù…Ű© Ű§Ù„ŰČÙ‡Ű±Ű§ŰĄ ŰčÙ…ÙˆŰ±

وللŰčÙ„Ù…ŰŒ ÙÙ‚ŰŻ ÙˆŰ§Ű”Ù„ Ű§Ù„Ù…ÙƒŰȘŰš Ű§Ù„ÙˆŰ·Ù†ÙŠ Ű§Ù„Ù…ŰșŰ±ŰšÙŠ Ù„Ù„ŰłÙŠŰ§Ű­Ű© ŰźÙ„Ű§Ù„ ŰłÙ†Ű© 2024 ŰšÙ„ÙˆŰ±Ű© Ù…ŰźŰ·Ű· Űčمله « Light in Action » Ű§Ù„Ű°ÙŠ ÙŠŰ±Ű§Ù‡Ù† من ŰźÙ„Ű§Ù„Ù‡ Űčلى ۣ۱ۚŰč Ù…Ű­Ű§ÙˆŰ± Ű±ŰŠÙŠŰłÙŠŰ© ÙˆŰ­ÙŠÙˆÙŠŰ©ŰŒ وهي: Ű§Ù„ŰȘŰłÙˆÙŠÙ‚ ÙˆŰ§Ù„ŰȘŰ±ÙˆÙŠŰŹŰŒ Ű§Ù„Ù…Ù†ŰžÙˆÙ…Ű© Ű§Ù„Ű±Ù‚Ù…ÙŠŰ©ŰŒ Ű§Ù„Ù†Ù‚Ù„ Ű§Ù„ŰŹÙˆÙŠŰŒ ÙˆŰ§Ù„ŰłŰčي Ű„Ù„Ù‰ Ű§Ù‚ŰȘŰ­Ű§Ù… ŰŁŰłÙˆŰ§Ù‚ ŰŹŰŻÙŠŰŻŰ©. ÙÙÙŠÙ…Ű§ يŰȘŰčلق ŰšŰ§Ù„ŰŽÙ‚ Ű§Ù„Ű±Ù‚Ù…ÙŠŰŒ ۚۧۯ۱ Ű§Ù„Ù…ÙƒŰȘŰš Ű„Ù„Ù‰ Ű§Ù†ŰȘۧۏ Ű§Ù„ŰčŰŻÙŠŰŻ من Ű§Ù„Ù…Ű­ŰȘÙˆÙŠŰ§ŰȘ للŰȘŰ±ÙˆÙŠŰŹ Ù„Ù„Ù…ŰŹŰ§Ù„Ű§ŰȘ Ű§Ù„ŰȘŰ±Ű§ŰšÙŠŰ© وŰčÙ„Ű§Ù…Ű§ŰȘ Ű§Ù„ŰłÙŠŰ§Ű­Ű© Ű§Ù„Ù…ŰșŰ±ŰšÙŠŰ© Űčۚ۱ Ù‚Ù†ÙˆŰ§ŰȘ Ű±Ù‚Ù…ÙŠŰ©

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ŰŁÙ…Ű§ ÙÙŠÙ…Ű§ يŰȘŰčلق ŰšŰŽÙ‚ Ű§Ù„ŰȘوŰČيŰčی Űčمل Ű§Ù„Ù…ÙƒŰȘŰš Ű§Ù„ÙˆŰ·Ù†ÙŠ Ű§Ù„Ù…ŰșŰ±ŰšÙŠ Ù„Ù„ŰłÙŠŰ§Ű­Ű© Űčلى ۧ۳ŰȘÙ‚Ű·Ű§Űš ŰŁŰČÙŠŰŻ من 5 Ù…Ù„Ű§ÙŠÙŠÙ† ۳ۧۊۭ في ۄ۷ۧ۱ ŰŽŰ±Ű§ÙƒŰ§ŰȘ Ù…ŰšŰ±Ù…Ű© مŰč Ù…Ù†ŰžÙ…ÙŠ Ű§Ù„Ű±Ű­Ù„Ű§ŰȘ ÙˆŰ§Ù„ŰŁŰłÙŰ§Ű± ÙˆÙˆÙƒŰ§Ù„Ű§ŰȘ Ű§Ù„ŰŁŰłÙŰ§Ű± Ű§Ù„Ű„Ù„ÙƒŰȘŰ±ÙˆÙ†ÙŠŰ©ŰŒ ŰŁÙŠ ŰšÙ…Ű§ يŰčŰ§ŰŻÙ„ 63 في Ű§Ù„Ù…Ű§ŰŠŰ© لŰȘŰŻÙÙ‚Ű§ŰȘ Ű§Ù„ŰłÙŠŰ§Ű­ Ű§Ù„ŰŻÙˆÙ„ÙŠÙŠÙ† Ű§Ù„Ù…Ù†ŰšŰ«Ù‚Ű© Űčن ŰȘلك Ű§Ù„ŰŽŰ±Ű§ÙƒŰ§ŰȘ

من Ű§Ù„Ù…Ű±ŰȘÙ‚Űš ŰŁÙ† ŰȘ۟۔۔ ŰłÙ†Ű© 2025 لŰȘŰčŰČيŰČ Ű§Ù„Ù…ÙƒŰȘ۳ۚۧŰȘی ŰšŰ„Ű·Ù„Ű§Ù‚ Ù…ÙˆŰŹŰȘين Ű„ŰŽÙ‡Ű§Ű±ÙŠŰȘين ŰŹŰŻÙŠŰŻŰȘين ŰȘŰŻŰźÙ„ في ۄ۷ۧ۱ Ű§Ù„Ű­Ù…Ù„Ű© Ű§Ù„ŰȘŰ±ÙˆÙŠŰŹÙŠŰ© Ű§Ù„ŰŽÙ‡ÙŠŰ±Ű© Â«Â Ű§Ù„Ù…Űș۱ۚ ۣ۱۶ Ű§Ù„ŰŁÙ†ÙˆŰ§Ű±Â Â» ÙˆŰ„Ű·Ù„Ű§Ù‚ Ű§Ù„Ű­Ù…Ù„Ű© Ű§Ù„ŰŹŰŻÙŠŰŻŰ© نŰȘÙ„Ű§Ù‚Ű§ÙˆÙŰšÙ„Ű§ŰŻÙ†Ű§ŰŒ ŰȘŰ±Ű§ÙÙ‚Ù‡Ű§ ۯ۱ۧ۳۩ Ù…ÙŠŰŻŰ§Ù†ÙŠŰ© Ù„Ù„ŰłÙˆÙ‚ Űčلى Ù…ŰłŰȘوى Ű§Ù„ŰłÙŠŰ§Ű­Ű© Ű§Ù„ŰŻŰ§ŰźÙ„ÙŠŰ©

ÙÙÙŠÙ…Ű§ يŰȘŰčلق ŰšŰ§Ù„ŰŽÙ‚ Ű§Ù„Ű±Ù‚Ù…ÙŠŰŒ ŰłÙŠŰčمل Ű§Ù„Ù…ÙƒŰȘŰš Űčلى ŰȘŰ­ŰŻÙŠŰ« ŰšÙˆŰ§ŰšŰ©visitmorocco  ŰȘŰšŰčۧ Ù„Ù„Ù…ÙŠÙˆÙ„Ű§ŰȘ Ű§Ù„ŰŹŰŻÙŠŰŻŰ© Ù„Ù„Ù‚Ű·Ű§Űč ی مŰč ŰȘÙ†ŰłÙŠÙ‚ Ű§Ù„ŰŁÙ†ŰŽŰ·Ű© Ű§Ù„ŰźŰ§Ű”Ű© ŰšŰ§Ù„ŰȘŰłÙˆÙŠÙ‚ Űčۚ۱ Ű§Ù„Ù…Ű€Ű«Ű±ÙŠÙ† و Ű§Ù„ŰŁÙ†ŰŽŰ·Ű© Ű§Ù„ŰźŰ§Ű”Ű© ŰšŰ§Ù„ŰčÙ„Ű§Ù‚Ű§ŰȘ  مŰč Ű§Ù„Ű”Ű­Ű§ÙŰ© ÙˆŰšÙ„ÙˆŰ±Ű© ŰšŰ±Ù†Ű§Ù…ŰŹ لŰȘÙˆŰłÙŠŰč Ű§Ù„ÙˆŰłŰ§ŰŠŰ· Ű§Ù„Ű±Ù‚Ù…ÙŠŰ© ۚۧ۳ŰȘÙ…Ű±Ű§Ű± وŰȘŰčÙ…ÙŠÙ…Ù‡Ű§ Űčلى ÙƒŰ§ÙŰ© Ű§Ù„Ù…Ù†Ű”Ű§ŰȘ Ű§Ù„Ű±Ù‚Ù…ÙŠŰ©

وŰčلى Ù…ŰłŰȘوى ŰŽÙ‚ Ű§Ù„Ù†Ù‚Ù„ Ű§Ù„ŰŹÙˆÙŠŰŒ ÙŰ§Ù„Ù‡ŰŻÙ يŰȘÙ„ŰźŰ” Ù‡Ù†Ű§ في ŰȘŰŹŰ§ÙˆŰČ ŰłÙ‚Ù 13.3 مليون مقŰčŰŻ ŰŁÙŠ ŰšŰČÙŠŰ§ŰŻŰ© ŰłÙ†ÙˆÙŠŰ© ŰȘفوق 20 في Ű§Ù„Ù…Ű§ŰŠŰ©ŰŒ ÙˆŰ°Ù„Ùƒ من ŰźÙ„Ű§Ù„ ۄۭۯۧ۫ ŰźŰ·ÙˆŰ· ŰŹÙˆÙŠŰ© ŰŹŰŻÙŠŰŻŰ© ÙˆŰ§Ù„ŰȘÙˆŰłŰč ŰšŰ§Ù„ŰŁŰłÙˆŰ§Ù‚ Ű§Ù„ŰȘي ŰȘم Ű±ŰšŰ·Ù‡Ű§ Ù…Ű€ŰźŰ±Ű§ Űčلى Űș۱ۧ۱ Ű§Ù„ÙˆÙ„Ű§ÙŠŰ§ŰȘ Ű§Ù„Ù…ŰȘŰ­ŰŻŰ© Ű§Ù„ŰŁÙ…Ű±ÙŠÙƒÙŠŰ©ŰŒ ÙˆÙƒÙ†ŰŻŰ§ ÙˆŰšÙ„ŰŻŰ§Ù† ŰŁÙˆŰ±ÙˆŰšŰ§ Ű§Ù„ŰŽŰ±Ù‚ÙŠŰ©

Â ÙˆÙÙŠÙ…Ű§ ÙŠŰźŰ” ŰŽÙ‚ Ű§Ù„ŰȘوŰČيŰčی ÙŰ§Ù„Ù…ÙƒŰȘŰš ÙŠŰłŰčى Ű„Ù„Ù‰ ۧ۳ŰȘÙ‚Ű·Ű§Űš 2.5 مليون ŰČŰšÙˆÙ†ŰŒ ŰŁÙŠ ŰšŰȘŰ­Ù‚ÙŠÙ‚ ŰČÙŠŰ§ŰŻŰ© ŰšÙ†ŰłŰšŰ© 25 في Ű§Ù„Ù…Ű§ŰŠŰ© Ù…Ù‚Ű§Ű±Ù†Ű© مŰč ŰłÙ†Ű© 2024 ŰšŰ§Ù„Ű„Ű¶Ű§ÙŰ© Ű„Ù„Ù‰ Ű±ÙŰč ŰčŰŻŰŻ Ù„ÙŠŰ§Ù„ÙŠ Ű§Ù„Ù…ŰšÙŠŰȘ Ù„ÙŠŰ”Ù„ Ű„Ù„Ù‰ 9.23 مليون Ù„ÙŠÙ„Ű© Ù…ŰšÙŠŰȘی ŰŁÙŠ ŰšŰČÙŠŰ§ŰŻŰ© ŰłÙ†ÙˆÙŠŰ© ŰȘفوق 20 في Ű§Ù„Ù…Ű§ŰŠŰ©

و ŰšŰ§Ù„Ù†ŰłŰšŰ© Ű„Ù„Ù‰ ÙƒŰŁŰł Ű§Ù„ŰŁÙ…Ù… Ű§Ù„Ű„ÙŰ±ÙŠÙ‚ÙŠŰ©ŰŒ Â«Â ÙƒŰ§Ù† 2025″ی ÙŰ§Ù„Ù…ÙƒŰȘŰš Ű§Ù„ÙˆŰ·Ù†ÙŠ Ű§Ù„Ù…ŰșŰ±ŰšÙŠ Ù„Ù„ŰłÙŠŰ§Ű­Ű© يŰčŰȘŰČم ۧŰșŰȘÙ†Ű§Ù… ŰȘÙ†ŰžÙŠÙ… Ù‡Ű°Ű§ Ű§Ù„Ű­ŰŻŰ« Ű§Ù„ŰšŰ§Ű±ŰČ ŰšŰšÙ„Ű§ŰŻÙ†Ű§ للŰȘŰ±ÙˆÙŠŰŹ للمŰș۱ۚ ÙƒÙˆŰŹÙ‡Ű© Ű„ÙŰ±ÙŠÙ‚ÙŠŰ© Ù„Ù„Ű§Ù…ŰȘÙŠŰ§ŰČ. ÙˆÙ„Ù‡Ű°Ù‡ Ű§Ù„ŰșŰ§ÙŠŰ©ŰŒ ŰłÙŠŰȘم Ű„Űčۯۧۯ Ù…ŰźŰ·Ű· ŰȘŰ±ÙˆÙŠŰŹÙŠ ÙˆŰŻŰčŰ§ŰŠÙŠ Ű·Ù…ÙˆŰ­ Ű­ÙˆÙ„ Â«Â ÙƒŰ§Ù† 2025″ی يŰȘم من ŰźÙ„Ű§Ù„Ù‡ ۧ۳ŰȘŰč۱ۧ۶ Ù…ŰŻÙ‰ Ù‚ŰŻŰ±Ű© Ű§Ù„Ű±ÙŠŰ§Ű¶Ű© Űčلى Ű§Ù„Ù…ŰłŰ§Ù‡Ù…Ű© في Ű§Ù„Ű§Ű±ŰȘÙ‚Ű§ŰĄ ŰšÙˆŰŹÙ‡Ű© Ű§Ù„Ù…Űș۱ۚ ÙƒÙˆŰŹÙ‡Ű© Ű„ÙŰ±ÙŠÙ‚ÙŠŰ© Ù„Ù„Ű§Ù…ŰȘÙŠŰ§ŰČ

ÙˆŰšŰčÙŠŰŻŰ§ Űčن Ű§Ù„Ű·Ű§ŰšŰč Ű§Ù„ŰȘÙ†Ű§ÙŰłÙŠ ÙˆŰ§Ù„Ű±ÙŠŰ§Ű¶ÙŠ Ù„Ù‡Ű°Ű§ Ű§Ù„Ű­ŰŻŰ«ŰŒ ŰłÙŠŰšŰ§ŰŻŰ± Ű§Ù„Ù…ÙƒŰȘŰš Ű§Ù„ÙˆŰ·Ù†ÙŠ Ű§Ù„Ù…ŰșŰ±ŰšÙŠ Ù„Ù„ŰłÙŠŰ§Ű­Ű© Ű„Ù„Ù‰ ۧŰșŰȘÙ†Ű§Ù… Ù‡Ű°Ù‡ Ű§Ù„ÙŰ±Ű”Ű© Ű§Ù„ÙŰ±ÙŠŰŻŰ© ÙˆŰ§Ù„Ű§ŰłŰȘŰ«Ù†Ű§ŰŠÙŠŰ© للŰȘŰ±ÙˆÙŠŰŹ Ù„Ù„Ù…Ù…Ù„ÙƒŰ© ÙˆÙ…ÙƒŰ§Ù†ŰȘÙ‡Ű§ ÙƒÙˆŰŹÙ‡Ű© ŰłÙŠŰ§Ű­ÙŠŰ© ۱ۧۊۯ۩

ۧ۟ŰȘŰȘم Ù‡Ű°Ű§ Ű§Ù„Ù…ŰŹÙ„Űł ŰŁŰŽŰșŰ§Ù„Ù‡ ŰšÙ…Ű”Ű§ŰŻÙ‚Ű© ÙƒŰ§ÙŰ© مŰȘŰ”Ű±ÙÙŠ Ű§Ù„Ù…ÙƒŰȘŰš Ű§Ù„ÙˆŰ·Ù†ÙŠ Ű§Ù„Ù…ŰșŰ±ŰšÙŠ Ù„Ù„ŰłÙŠŰ§Ű­Ű© Űčلى ŰȘÙ‚Ű±ÙŠŰ±Ù‡ Ű§Ù„ŰłÙ†ÙˆÙŠ ÙˆŰ­Ű”ÙŠÙ„ŰȘه Ű§Ù„Ù…Ű§Ù„ÙŠŰ© ŰšŰ±ŰłÙ… Ű§Ù„ŰłÙ†Ű© Ű§Ù„Ù…Ű­Ű§ŰłŰšÙŠŰ© Ű§Ù„Ű­Ű§Ù„ÙŠŰ©ŰŒ Ű„Ù„Ù‰ ŰŹŰ§Ù†Űš Ű§Ù„Ù…Ű”Ű§ŰŻÙ‚Ű© Űčلى Ù…ŰźŰ·Ű· Űčمل 2025 ÙˆÙ…ŰŽŰ§Ű±ÙŠŰčه Ű§Ù„Ù…Ù‡ÙŠÙƒÙ„Ű© Ű§Ù„ŰȘي يŰčŰȘŰČم Ű§Ù„Ù…ÙƒŰȘŰš Ű„Ù†ŰŹŰ§ŰČÙ‡Ű§ من ŰŁŰŹÙ„ ۧ۳ŰȘŰŽŰ±Ű§Ù Ù…ŰłŰȘÙ‚ŰšÙ„ ÙˆŰ§ŰčŰŻ وŰČŰ§Ù‡Ű± Ù„ÙˆŰŹÙ‡Ű© Ű§Ù„Ù…ŰșŰ±ŰšŰŒ ŰȘÙ…Ű§ŰŽÙŠŰ§ مŰč ۟ۧ۱۷۩ Ű§Ù„Ű·Ű±ÙŠÙ‚ Ű§Ù„Ù…ŰčŰȘÙ…ŰŻŰ© ŰšŰ§Ù„Ù‚Ű·Ű§Űč

Lors de son CA, l’ONMT dĂ©ploie sa stratĂ©gie
pour faire briller le Maroc lors de la CAN 2025

  • Tous les indicateurs ont surperformĂ© en 2024, dĂ©passant les performances des destinations concurrentes.
  • Les recettes dĂ©passeront 100 milliards de DH, confirmant la place du tourisme parmi les grands pourvoyeurs de devises du pays.
  • La CAN 2025 sera une opportunitĂ©Ì unique de faire briller la nation et la destination

Rabat, le 23 dĂ©cembre 2024 – Le Conseil d’administration de l’Office National Marocain du Tourisme (ONMT) s’est rĂ©uni ce lundi 23 dĂ©cembre Ă  Rabat, sous la prĂ©sidence de Mme Fatim-Zahra Ammor, Ministre du Tourisme, de l’Artisanat et de l’Économie Sociale et Solidaire et en prĂ©sence des administrateurs de l’Office.

Dans sa prĂ©sentation, Achraf Fayda, Directeur GĂ©nĂ©ral de l’ONMT est tout d’abord revenu sur une annĂ©e 2024 exceptionnelle, marquĂ©e par des performances records sur tous les segments et marchĂ©s.

Le Maroc a surperformé en 2024, avec un taux de croissance de 19%, comparé une moyenne mondiale de 12%. A fin novembre 2024, le Maroc a ainsi accueilli 15.9 millions de touristes, en augmentation de 20%, un record pour la destination. Les nuitées ont progressé de 10% à fin octobre soit 24,1 millions de nuitées et les recettes ont atteint prÚs de 97 milliards de DH à fin octobre, en hausse de 9%, confirmant la place du secteur du tourisme parmi les grands pourvoyeurs de devises du pays.

« Nous rĂ©alisons des chiffres record grĂące Ă  la mobilisation et l’engagement de toutes les parties prenantes, que ce soit le secteur public, le secteur privĂ©, ou nos partenaires internationaux. Notre feuille de route du tourisme porte ses fruits, et nous entamons l’annĂ©e 2025 avec confiance et dĂ©termination», a dĂ©clarĂ© Mme Fatim-Zahra Ammor.

Durant l’annĂ©e 2024, l’ONMT a poursuivi son plan d’action «Light in Action», misant sur quatre axes majeurs : le marketing, le digital, l’aĂ©rien et la conquĂȘte de nouveaux marchĂ©s. Sur le volet digital, l’Office a produit de nombreux contenus destinĂ©s Ă  la promotion des territoires et des marques du tourisme marocain via les canaux digitaux.

Par rapport Ă  la connectivitĂ©, une capacitĂ© contractuelle exceptionnelle de plus de 11 millions de siĂšges a Ă©tĂ© sĂ©curisĂ©e, en progression de 25% par rapport Ă  2023. Plus de 120 nouvelles routes ont Ă©tĂ© dĂ©ployĂ©es, atteignant un total de 705 routes et connectant 25 marchĂ©s, soit 6 marchĂ©s de plus qu’en 2023.

Concernant la distribution, l’ONMT a sĂ©curisĂ© plus de 5 millions de touristes via les Tour-OpĂ©rateurs (TO) et les agence de voyage en ligne (OTA), soit une hausse de 63% du flux des touristes.

L’annĂ©e 2025 aura pour objectif la consolidation des acquis, avec le lancement de 2 nouvelles vagues de la campagne Terre de Lumière et le lancement de la nouvelle campagne Ntla9awfbladna, qui sera accompagnĂ©e d’une Ă©tude de marché sur le tourisme interne.

En matiĂšre de digital, il est prĂ©vu une refonte du portail visitmorocco suivant les nouvelles tendances du secteur ainsi qu’une synchronisation des actions de l’influence marketing avec les actions RP des marchĂ©s.

Par rapport au volet de l’aĂ©rien, l’objectif sera de 13,3 M de siĂšges soit une progression annuelle de +20%, Ă  travers l’établissement de nouvelles routes et l’expansion dans les marchĂ©s nouvellement connectĂ©s comme les USA, le Canada et l’Europe de l’Est.

En matiĂšre de distribution, l’objectif fixĂ© est de 2,5 M de clients soit une Ă©volution de 25 % par rapport à 2024, ainsi que 9,23 M de nuitées, soit une progression annuelle de +20%.

Pour la CAN 2025, l’ONMT prĂ©voit de faire de cet Ă©vĂšnement majeur une vitrine pour la promotion du Maroc comme Destination Africaine d’Excellence. Un plan promotionnel ambitieux autour de la CAN 2025 sera dĂ©ployĂ©, exploitant le pouvoir fĂ©dĂ©rateur du sport pour positionner la destination Maroc comme Terre de football et destination africaine d’excellence.

Bien au-delĂ Ì€ d’une compĂ©tition sportive, la CAN sera pour l’ONMT, une opportunitĂ©Ì unique et exceptionnelle de faire briller la nation et la destination.

A l’issue de la prĂ©sentation, le rapport d’activitĂ© de l’ONMT, ainsi que son bilan financier pour l’exercice ont Ă©tĂ© approuvĂ©s par l’ensemble des administrateurs, de mĂȘme que son plan d’action 2025 et ses projets structurants pour l’avenir de la destination Maroc, en ligne avec la feuille de route du secteur.

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