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Fayda’s Expertise Key to ONMT’s Success in Boosting Morocco’s Tourism Industry
Morocco’s Tourism Minister Fatim Zahra Ammor has lauded Achraf Fayda, the newly appointed General Director of Morocco’s National Office of Tourism (ONMT), as a key figure in the country's ongoing efforts to enhance its tourism sector. At Fayda’s official appointment ceremony in Rabat, Ammor praised his extensive experience and professional accomplishments, recognizing them as crucial assets in advancing ONMT’s mission.
Fayda, who succeeded Adel El Fakir as ONMT's General Director, is expected to play a pivotal role in achieving one of the organization’s primary goals: positioning Morocco among the world’s top 15 tourism destinations. In his remarks, Fayda expressed his gratitude for the trust placed in him and emphasized the importance of collaboration among the ONMT team. He committed to continuing the work initiated in previous years, with a focus on innovation and excellence, aimed at strengthening Morocco’s global presence in the tourism industry.
A graduate of the International Institute for Higher Education in Morocco (IIHEM), Fayda holds a B.A.A. in Economics and has enhanced his leadership skills through a program at Harvard Business School. His career began in 2003 with Coca-Cola, where he spent nearly two decades developing successful marketing strategies across the MENA region. In 2022, he transitioned to the agri-food sector, becoming the marketing director at Centrale Danone.
Fayda’s appointment comes at a crucial time as ONMT continues to spearhead initiatives to enhance Morocco’s tourism offerings. The country has set an ambitious target of welcoming 26 million tourists by 2030, with intermediate goals of attracting 17 million by 2026 and exceeding 15 million visitors in 2024—a notable increase from 14.5 million in 2023.
The tourism sector has become a significant contributor to Morocco’s economy, adding around $9 billion to the GDP in 2021, according to data from Statista. In August 2024, tourism revenue reached an all-time high of $1.74 billion, marking a 20% increase compared to the previous year. Over recent months, Morocco’s tourism revenue has grown steadily, with a cumulative rise of 7%, totaling MAD 76.4 billion ($7.6 billion).
As Morocco strives to position itself as a leading global tourism destination, Fayda’s leadership is expected to be integral to the success of these ambitious goals. With a clear vision for innovation and excellence, he is well poised to elevate Morocco’s tourism industry on the international stage.
