Morocco shines at FITUR 2025: ONMT highlights tourism potential and strategic partnerships

Thursday 23 January 2025 - 11:20

By: Dakir Madiha

Morocco shines at FITUR 2025: ONMT highlights tourism potential and strategic partnerships

Madrid, Spain – The Moroccan National Tourism Office (ONMT) is making waves at the 45th International Tourism Fair (FITUR), held in Madrid from January 22 to 26. As the second-largest tourism fair globally, FITUR brings together industry professionals from around the world, and Morocco’s pavilion has emerged as one of the event’s standout features.

The Spanish royal couple, King Felipe VI and Queen Letizia, graced the Moroccan pavilion with their presence, underscoring the strong ties between the two nations. ONMT’s General Director, Achraf Fayda, alongside Morocco’s Ambassador to Spain, Karima Benyaich, and Hamid Bentahar, President of the National Confederation of Tourism, warmly welcomed the royals.

This year, ONMT is showcasing Morocco’s diverse tourism assets, with a particular focus on the regions of Errachidia and Tangier. Accompanied by a delegation of 180 tourism operators from both public and private sectors, the office is leveraging the event to strengthen Morocco’s appeal in European markets, especially Spain.

A growing tourism powerhouse

Morocco’s participation at FITUR 2025 reflects the country’s rising confidence in its hospitality industry. Last year, Spain recorded a record-breaking 3.5 million visitors to Morocco, marking a 160% increase compared to 2023. This growth is further supported by a 20% rise in air capacity for the winter of 2024-2025 and new air routes such as Madrid-Dakhla and Lanzarote-Dakhla, which are expected to drive an 8% increase in summer travel.

The ONMT’s presence at FITUR is not just about visibility; it’s also about forging strategic partnerships. The office has announced key agreements with the Spanish Confederation of Travel Agencies (CEAV) and the Portuguese Association of Travel Agencies (APAVT). These collaborations aim to position Morocco as the “International Destination of the Year” through initiatives like CEAV Travel Days in October 2025, which will bring 100 Spanish travel agents to explore Morocco, and the APAVT annual congress in 2026, attracting 750 Portuguese tourism professionals.

Expanding horizons

In addition to these agreements, ONMT is planning its first collaboration with the Andalusian Federation of Travel Agencies (FAAV). This partnership will include promotional activities in Andalusia and the hosting of the FAAV annual congress in April 2025 in Tetouan, Tamuda Bay, and Tangier.

The office is also forming alliances with major Iberian and global tour operators, including Avoris, Solferias, Destinia, Luxotour, El Corte Inglés, Expedia, Jet2.com, and TripAdvisor. A historic partnership with the GEA agency network is also in the works to further promote Morocco as a premier travel destination.

Looking ahead

Morocco’s tourism ambitions are set against the backdrop of hosting major international events, including the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup. These events are expected to significantly boost the country’s global profile and attract millions of visitors.

Last year, Morocco welcomed over 17.4 million tourists, surpassing its 2026 target. By 2030, the country aims to reach 26 million visitors, a goal that seems increasingly attainable given its current momentum and strategic initiatives.

As FITUR 2025 continues, Morocco’s pavilion stands as a testament to the country’s vibrant culture, rich heritage, and unwavering commitment to becoming a top global tourism destination.