Tourism: The ONMT unveils its 2023-2026 action plan

The Office’s action plan is based on four pillars: marketing, digital, air transport and distribution. Objective: to position Morocco in the top 10 of world destinations. The Moroccan National Tourist Office (ONMT) presented to tourism professionals, Tuesday in Rabat, “Light In Action”, its action plan for the period 2023-2026 as part of a new edition of “Tourism Marketing Days”. This new ONMT action plan is part of the sector’s new roadmap approved on March 17 by the Minister of Tourism, Crafts and the Social Economy and the President of the National Confederation of Tourism (CNT), in the presence of the head of government, indicates the Office in a press release. The ONMT thus aims to contribute to the strategy of the supervisory ministry aiming to reach 17.5 million tourist arrivals within three years and to integrate Morocco into the top 10 of the most popular tourist destinations in the world. horizon 2026. To achieve this, the Office’s action plan is based on four pillars: marketing, digital, air transport and distribution. “Light In Action” is an ambitious action plan, in perfect harmony with the new roadmap for the tourism sector. In consultation with professionals, our levers of action will be marketing, all in digital, air X2 and the conquest of markets. Our ambitions are great, but we know where we want to go and we have already put in place the milestones”, said Adel El Fakir, CEO of the ONMT, quoted in the press release. For the marketing component, the focus will be on amplifying the impact of the “Morocco, Land of Light” campaign, diversifying co-branding actions and promoting the various destinations and sectors on the domestic and strangers. With regard to digital, a media library rich in images and videos will be made available to Moroccan tourism operators, in addition to the launch of the new version of the portal and the strengthening of the social network component, in particular through collaborations with creators of content. With regard to distribution, it will be a question of starting to double the volume of the programming of traditional tour operators and online travel agencies, as well as canvassing and activating new commercial partners. The spearhead of the new strategy, the air sector will be boosted by the opening up of new markets thanks to the strike force of the ONMT-RAM duo. The point-to-point network will be doubled at the start of the high-potential transmitter basins, without forgetting the domestic network which will also be reinforced. To successfully deploy this action plan, the ONMT thought about public-private governance. Three “War Rooms” have thus been launched by the ONMT and the CNT, whose mission is to debate and act on the pillars of marketing and digital, distribution and air travel. “Advisory boards” will also be launched in the target markets, in order to ensure presence, monitoring and synergies with the major operators and distributors in these strategic markets for the Morocco destination.