Moroccan Delicacies Tantalize Global Palates on French Television
In a celebration of culture and cuisine, the Moroccan National Tourism Office (ONMT) has taken the culinary world by storm, showcasing the vibrant flavors of Moroccan gastronomy on the popular French television program "C à Vous." This initiative, airing on the France 5 channel, is a strategic move to elevate Morocco's status as a world-class tourism destination, enticing travelers with the irresistible appeal of its diverse regional dishes.
From April 17 to April 26, 2024, esteemed chefs Fatema Hal and Moha will take center stage, guiding viewers through a culinary journey that spans the rich gastronomic landscapes of Tangier, Rabat, Fez, Marrakech, and Dakhla. Each episode promises to reveal the signature dishes that have become emblematic of these regions, allowing audiences to experience the essence of Morocco through the artistry of its cuisine.
Recognizing the growing trend of travelers choosing destinations based on local gastronomy, ONMT has cleverly leveraged this culinary showcase as a gateway to understanding Morocco's rich cultural tapestry and time-honored traditions. An ONMT spokesperson highlighted the profound impact of food in shaping a destination's allure, positioning Moroccan cuisine as an enticing invitation to explore the country's diverse offerings.
The format of "C à Vous" provides an ideal platform for this gastronomic celebration, blending lively discussions on current events with the presentation of mouthwatering recipes. With an expected daily viewership of 1.4 million, this culinary event promises to captivate audiences across France, igniting their wanderlust and inspiring them to explore the vibrant landscapes of Morocco.
Each episode will be accompanied by a 90-second Masterclass-style video, shared on the show's social media channels. These brief culinary tutorials will reveal the intricate techniques and flavors that define Moroccan cuisine, offering audiences a glimpse into the featured destinations and whetting their appetites for an immersive cultural experience.
This culinary initiative aligns with ONMT's broader "Tourism in Action" strategy, a proactive approach to promoting Moroccan culture and tourism through the universal language of food. In recent years, ONMT has redoubled its efforts to elevate Morocco's status as a world-class tourism destination, culminating in the ambitious "Light in Action" plan launched in April 2023.
With a bold goal of positioning Morocco among the world's Top 10 destinations by 2026, the "Light in Action" plan focuses on four key pillars: marketing, airline connectivity, digital presence, and distribution networks. The strategy aims to enhance the impact of the "Morocco, Land of Light" campaign, diversify co-branding initiatives, boost airline connectivity, and foster collaborations with tour operators and online travel agencies. ONMT is leaving no stone unturned in its quest to showcase Morocco's unique allure.
As part of this roadmap, ONMT has established a strategic partnership with the national carrier RAM, launching a series of new flights to boost air travel to Morocco. Additionally, the office plans to launch a multimedia library and a revamped visitmorocco.com portal to further amplify Morocco's digital presence and engage content creators to increase global exposure.
With an allocated budget of MAD 6 billion ($592.7 million), the 2023-2026 tourism roadmap, introduced by Morocco's Tourism Minister Fatima Zahra Ammor, sets ambitious targets of attracting 17.5 million tourists, generating MAD 120 billion ($11.8 billion) in revenue, and creating 200,000 new jobs by 2026.
Through this comprehensive approach, ONMT aims to captivate global audiences with the irresistible allure of Moroccan gastronomy, sparking a desire to experience the country's rich cultural tapestry firsthand. As the enticing aromas of Moroccan delicacies waft across television screens and digital platforms, the world is invited to embark on a culinary adventure that promises to delight the senses and nourish the soul.