Meryem Bennouna, Director – UK, Ireland, and Nordics at the Moroccan National Tourist Office, discusses the growth and evolution of the country’s tourism offering in recent years and how the organisation is leveraging media campaigns, market research, and industry partnerships to continue driving this trend.
Q&A WITH THE MOROCCAN NATIONAL TOURIST OFFICE
Firstly, can you talk us through the mission and vision of the Moroccan National Tourist Office? What was it initially set up to achieve?
Meryem Bennouna, Director – UK, Ireland, and Nordics (MB): The Moroccan National Tourist Office (MNTO) was initially set up with the mission to position Morocco as a leading global tourism destination.
Our vision focuses on promoting the rich cultural heritage, natural beauty, and unique experiences Morocco offers to travellers from around the world.
MNTO’s key aim is to drive sustainable tourism growth, enhancing the sector’s contribution to the economy whilst preserving Morocco’s cultural and environmental assets.
How have you seen Morocco’s tourism offering evolve over the past decade?
MB: Over the past decade, Morocco’s tourism landscape has undergone significant transformation.
The country has seen a substantial increase in both international and domestic tourism, driven by improved infrastructure, enhanced air connectivity, and the diversification of its tourism products.
From adventure tourism in the Atlas Mountains to luxury experiences in cities like Marrakech and Fes, we’ve seen a shift towards offering a more comprehensive and varied travel experience that appeals to different types of travellers.
Can you tell us more about your 2023-2026 action plan, Light in Action? How does it align with the new roadmap of the Moroccan tourism sector?
MB: Light in Action is a comprehensive strategy designed to enhance the Moroccan tourism experience over the next few years.
It aligns with the broader vision of the Moroccan
tourism sector’s roadmap by focusing on key areas such
as sustainability, digital transformation, and improved tourism infrastructure.
Our focus is on enhancing the customer experience, attracting high-value tourism, and improving the quality of services in the sector.
“Our vision focuses on promoting the rich cultural heritage, natural beauty, and unique experiences Morocco offers to travellers from around the world”
Meryem Bennouna, Director – UK, Ireland, and Nordics, Moroccan National Tourist Office
What about your strategic agreement with Ryanair to develop the destination of Dakhla? What does this project entail?
MB: This project is a vital part of our strategy to enhance tourism in underrepresented regions of Morocco, with Dakhla being one of the main targets.
Our partnership with Ryanair is aimed at increasing air connectivity to this beautiful destination, positioning Dakhla as a new must-visit location for adventure tourism, water sports, and nature lovers.
This initiative will bring greater attention to the region and increase its attractiveness for both international and domestic tourists.
What studies do you undertake to form a better understanding of international tourism markets and trends?
MB: We actively conduct market research and tourism trend studies to understand the evolving preferences of travellers.
A recent example is our analysis of post-COVID-19 pandemic travel trends, where we identified a surge in demand for outdoor and ecotourism experiences.
This insight helped inform the development of our new tourism products and services, which cater to these growing preferences, ensuring Morocco remains relevant in the competitive global tourism market.
What about the Forever Marrakech campaign? How has its impactful motto and new logo depicting a rising sun forged a new identity for the city?
MB: The Forever Marrakech campaign was designed to create a fresh and modern identity for the city, encapsulating its essence as a timeless yet evolving destination.
The new logo featuring a rising sun symbolises the city’s warmth, vibrancy, and promise of endless new experiences.
By tapping into the emotional appeal of Marrakesh and refining its image, this campaign has resonated deeply with both international visitors and locals alike, reinforcing the city’s position as a must-see destination.
Morocco has recently been recognised through various awards from members of the global tourism industry. What do accolades such as these mean to MNTO?
MB: Morocco being named the Most Welcoming Destination at the 2024 World Travel Market in the UK and by the London Arabia Association at the Arab Travel Awards is a remarkable achievement for our country.
This honour reflects Morocco’s renowned warmth and hospitality, as well as the commitment of our tourism industry to providing outstanding service to travellers.
Receiving such a recognition on a global platform is a significant honour as it underscores Morocco’s reputation as a top destination that makes visitors feel at home.
This accolade strengthens our position as a leading travel destination and inspires us to continue improving the tourism experience for all who visit.
Finally, are you optimistic about the future of the tourism industry in Morocco?
MB: Absolutely! We are optimistic because Morocco continues to attract a diverse range of travellers and offers experiences that appeal to a wide audience.
With ongoing investments in infrastructure, the development of new tourism products, and a strategic focus on sustainability, we are confident Morocco will continue to thrive as a leading global destination for years to come.
