Tourism Minister Nadia Fettah Alaoui chaired the board of directors of the Moroccan National Tourist Office (ONMT) on Wednesday. At this session, which was also attended by Othman El Ferdaous, Minister of Culture, the office presented the results of a year 2020 focused on the resilience of the national tourism sector and its revival.
Adel El Fakir, Director General of the ONMT, spoke at the outset of the results of the three-year Act 2018-20 strategy which made it possible to identify the main areas for improving the strategy and the operational approach of the Office. . These projects started before the start of the health crisis are based on three axes:
• The operational architecture and the adoption of a new market-oriented organization chart; • Business growth by strengthening demand control and brand strategy; • Institutional transparency by strengthening consultation with all stakeholders in the ecosystem. This strategy aims to position Morocco among the ten best destinations in the world and to optimize tourism revenues.
From the first hours of confinement, an intense communication campaign was carried out towards national professionals, for a good understanding of the situation, just as permanent contact with international partners was maintained, through regular exchanges. In total, 600 tourism operators were approached in the country and the Office marked its presence at virtualized international trade fairs concerning the sector. The Tourism Marketing Days (TMD) initiated in 2019 have been renewed in virtual format, confirming the sector's adaptation to digitalization, which has become essential in this period of health crisis.
And then, the Morocco destination went from a single-brand to a multi-brand strategy targeting national and MRE travelers, world travelers and professional, institutional and media partners. The “Ntla9awfbladna” brand, dedicated to the domestic market launched in May 2021, is more creative and very stimulating towards Moroccans in Morocco and around the world.
In its strategy to regain the country's positions, more than 3.5 million arrival seats are made available to travelers for the period from June 15 to September 30. In terms of distribution, contractualization with partners makes it possible to reach, for the period from June to October, 106,000 overnight stays for conventional TOs and one million overnight stays with OTAs, i.e. 25% and 40% respectively of achievements of 2019.