This new synergy will enable the Moroccan National Tourist Office to strengthen its presence on the Scandinavian market, especially since this market is a supplier of more than 30 million tourists. Air: From the winter 2023 season, direct flights linking Agadir to Stockholm and Copenhagen will be served by Scandinavian Airlines, thus marking the start of the activity of the Scandinavian company on the Moroccan air landscape. Scandinavian Airlines will operate its first scheduled flights to Morocco from November 2023. This was decided by mutual agreement between the Scandinavian airline and the Moroccan National Tourist Office (ONMT). “The largest airline in Northern Europe will serve Morocco. This is a big step in our exploration of new promising markets. This strategic partnership will, moreover, allow us to secure seats and tourist flows, but also to guarantee a good winter season for the Agadir seaside resort”, indicates in this sense Adel El Fakir, director general of the ONMT. The partnership concluded between the two parties provides for the launch by Scandinavian Airlines of weekly direct flights linking Agadir to the cities of Stockholm in Sweden and Copenhagen in Denmark. This new synergy will enable the Moroccan National Tourist Office to strengthen its presence on the Scandinavian market, especially since this market, provider of more than 30 million tourists, is one of the most lucrative, generating tens of billions euros annually. Remember that with 130 planes, Scandinavian Airlines is the leading air carrier in the Nordic countries. The company is also a founding member of Star Alliance, the largest airline alliance in the world. Referring to ONMT, it has two main hubs, Arlanda Airport in Stockholm and Kastrup Airport in Copenhagen. It should also be noted that the city of Marrakech will also be connected to Sweden and Denmark thanks to the ONMT’s partnership with the low-cost company Norwegian Air Shuttle. The latter will serve the ocher city from Copenhagen and Stockholm. It should be noted that these rapprochements are fully in line with the action plan of the Moroccan National Tourist Office. Baptized “Light in action”, this roadmap established for 2026 makes air transport a strategic axis. The objective is to accentuate the progression of the opening of point-to-point airlines with the various transmitting basins and to double the capacities by 2030. It should be remembered that the Executive aims to reach 17.5 million tourists at the by 2026. These arrivals will generate 120 billion dirhams in foreign exchange earnings and create approximately 2,000,000 direct and indirect jobs in the sector.