Morocco’s vibrant tourism industry took center stage during a special promotional event held in Beijing on Thursday, September 21, 2024. The gathering drew the attention of Chinese journalists and key tourism professionals, all eager to explore the captivating travel experiences Morocco has to offer. This event, organized by the Moroccan National Office of Tourism (ONMT), aimed to raise awareness about Morocco’s diverse offerings and solidify its position in the competitive global tourism landscape.
The event showcased Morocco’s rich cultural heritage, renowned culinary traditions, and well-established infrastructure. Attendees gained insight into the country’s hospitality through its world-class hotels, efficient transport systems, and deep connection to history and tradition. Morocco’s unique blend of ancient culture and modern luxury was a key highlight, 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, attracting travelers from all corners of the globe. The Ambassador shared insights into how the country has adapted and evolved its tourism offerings to meet global standards while preserving its cultural identity, a fundamental part of its appeal.
A significant portion of the discussion focused on 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 designed to simplify travel for Chinese tourists. This policy change has been a game-changer, opening the doors for more Chinese travelers to experience the wonders of Morocco, solidifying its position as a desirable destination in the international tourism arena.
In January 2020, Morocco further strengthened its tourism connection with China by introducing a direct air route between Casablanca and Beijing. This crucial 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 highlighted during the event, with Ambassador El Ansari emphasizing the country’s wide range of experiences catering 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 developed 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. This 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). This campaign, active in 20 countries, highlights 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 showcasing 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.
