Saturday, September 21, 2024 Morocco’s vibrant tourism industry took center stage during a special promotional event held in Beijing on Thursday. The gathering attracted the attention of Chinese journalists and key professionals from the tourism sector, all eager to learn more about Morocco’s unique travel experiences. The event was organized by the Moroccan National Office of Tourism (ONMT) to create greater awareness about the country’s diverse offerings and to boost its visibility in the competitive global tourism landscape.
The promotional event provided a platform to showcase Morocco’s rich cultural heritage, renowned culinary traditions, and well-established infrastructure. Attendees had the opportunity to explore the country’s hospitality through its world-class hotels, efficient transport systems, and a deep connection to history and tradition. Morocco’s unique blend of ancient culture and modern luxury were key highlights, making it a compelling destination for international travelers seeking both authenticity and comfort.
Abdelkader El Ansari, Morocco’s Ambassador to China, took the stage to reflect on the remarkable growth of the tourism sector over the past four decades. Morocco has steadily transformed into a sought-after destination, appealing to travelers from various parts of the world. The Ambassador shared insights into how the country has adapted and evolved its tourism offerings to meet global standards while preserving its cultural identity, which remains one of its strongest assets.
A significant part of the discussion was devoted to the increasing importance of the Chinese tourism market for Morocco. El Ansari underscored Morocco’s strategic decision to exempt Chinese visitors from visa requirements, a move aimed at simplifying travel for Chinese tourists. This policy change has been a game-changer, opening the door for more Chinese travelers to experience the wonders of Morocco, further cementing its position as a desirable destination in the international tourism arena.
In January 2020, Morocco deepened its tourism connection with China by introducing a direct air route between Casablanca and Beijing. This critical link, initially suspended due to the global health crisis, is set to resume on January 20, 2025, with Royal Air Maroc (RAM) once again offering direct flights. The reinstatement of this route will play a pivotal role in revitalizing tourism between the two countries, providing a seamless travel experience for Chinese tourists eager to explore Morocco’s rich heritage and diverse attractions.
Morocco’s varied tourism appeal was underscored during the event, with Ambassador El Ansari highlighting the country’s wide range of experiences that cater to Chinese travelers. From its cultural landmarks and stunning seaside destinations to its natural beauty and offerings in gastronomy, sports, and wellness, Morocco provides a diverse range of attractions. Hicham Bellaziz, the chief representative of the Moroccan National Office of Tourism (ONMT) in China, further elaborated on the nation’s tourism strengths, spotlighting its robust economic capacity, world-class infrastructure, exceptional hotel facilities, and rich cultural heritage, both tangible and intangible.
The Moroccan National Office of Tourism (ONMT) has laid out a comprehensive action plan for 2023-2026, designed to strengthen Morocco’s presence in the global tourism market. This strategy revolves around four key pillars: marketing, digital initiatives, air connectivity, and distribution networks. Each of these areas is crucial in enhancing the visibility of Morocco as a prime travel destination, particularly in key international markets.
The action plan reflects the country’s commitment to boosting tourism and expanding its reach to attract more global visitors. A major focus of this plan is the marketing campaign, which aims to build on the momentum of the ongoing international tourism promotion under the slogan “Maroc, Terre de Lumière” (Morocco, Kingdom of Light). The campaign is active in 20 countries and is designed to highlight Morocco’s unique cultural and natural attractions.
By expanding its marketing efforts, ONMT seeks to engage more travelers and emphasize the country’s diverse offerings, from its historical cities to its breathtaking landscapes, all under the bright allure of Moroccan heritage and hospitality. As part of the broader strategy, ONMT is set to introduce a new online training platform for its business partners. This platform will serve as a vital tool for existing and potential partners, helping them better understand the nuances of the Chinese market.
By offering tailored insights and education, the ONMT aims to strengthen the relationship between Moroccan tourism operators and their Chinese counterparts, ensuring a more effective promotion of Morocco’s tourism potential to Chinese travelers. The event itself was a visual journey through Morocco’s major cities and iconic destinations, with corporate films that showcased the country’s rich cultural heritage. These films highlighted not only the stunning beauty of Morocco’s landscapes but also its deep-rooted traditions and historical significance.
The presentations helped paint a vivid picture of the country, making it clear that Morocco is a land of endless discovery for tourists from around the world..
