Tourism: Paris, first stage of the ONMT's “Light Tour”

The ONMT is maintaining the pressure to guarantee a rapid recovery in market share for Morocco as a destination and to exceed the milestone of 13 million tourists reached in 2019. The Moroccan National Tourist Office successfully launched, on Tuesday in Paris, the first stage of the “Light Tour”, a whirlwind tour operated in the company of a delegation of Moroccan tourism professionals, to meet travel prescribers and opinion leaders from 3 strategic markets, namely France, the United United and the United States. This tour aims to commercially support and strengthen the impact of the new communication campaign “Morocco, Land of Light”, launched on April 22 and currently being deployed in some twenty countries around the world, indicates the ONMT in a press release. Thus, the Director General of the ONMT, Adel El Fakir, presented before an audience of prestigious guests, tour operators, prescribers and the media, the main lines of the new promotional campaign and explained the repositioning of the Morocco brand.It is also an opportunity to review the work accomplished upstream by the ONMT over the past three years, to announce Morocco's ambitions on the French market and to highlight the destination's new assets, as well as its adaptation to new segments, adds the same source. Quoted by the press release, Mr. El Fakir said: “It was essential for us to be present today with our French partners to share with them the outlines of our new communication campaign as well as the novelties of the Morocco destination. “. “We have received very favorable feedback from French tourism stakeholders, and we therefore expect very positive spin-offs for Moroccan tourism as a whole,” he noted. The presence of institutional and Moroccan tourism professionals at this tour comes in the wake of the signing of an agreement between the ONMT and the CNT last month and constitutes an effective operationalization of the new synergy between the two parties, notes the press release. Similarly, the presence of presidents of Regional Tourism Councils goes in the direction of strengthening relations between the ONMT and the regions, and allows them to better take advantage of the opportunities of this campaign.This first stage of the “Light Tour” thus constituted a unique opportunity to forge new contacts, strengthen ties with French operators, and put in place all the necessary actions to guarantee an acceleration of marketing on the first source market of tourists. to Morocco. French nationals represented more than 4.2 million arrivals in 2019 (pre-covid reference year), or 31% market share. In addition, Morocco is the first extra-European destination for French travellers. The “Light Tour” tour will continue for the next two days with stops in London and New York. With this exceptional mobilization in favor of national tourism, the ONMT is maintaining the pressure to guarantee a rapid recovery in market share for Morocco as a destination and exceed the milestone of 13 million tourists reached in 2019.