Tourism: after a record 2025, the ONMT approves its 2026 action plan
The Moroccan National Tourist Office (ONMT) has approved its action plan and budget for 2026 after reporting record results for 2025. The announcement came during a board meeting chaired by Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social Economy.
In 2025, Morocco welcomed nearly 20 million visitors, a 14% increase compared to 2024. Tourism revenues reached 124 billion dirhams by November, up 19%, while overnight stays rose by 9%. These figures underscore the effectiveness of the ONMT’s 2023–2026 tourism roadmap and Morocco’s growing competitiveness as a regional destination.
Key drivers of this success included improved air connectivity, with capacity increasing 12% to over 12 million seats, the launch of new long-haul routes such as Atlanta–Marrakech, and partnerships with international airlines. ONMT also emphasized a modernized, data-driven marketing strategy, combining multi-channel campaigns, influencer marketing, and high-value content.
The board validated the 2026 Action Plan, which focuses on reaching 26 million tourists by 2030, accelerating digitalization and artificial intelligence integration, and fostering responsible and sustainable tourism growth. Highlighting major events such as the Africa Cup of Nations, the office continues to leverage cultural and sporting platforms to enhance Morocco’s global visibility.
With strong 2025 results and a clear strategic vision, ONMT approaches 2026 with confidence, aiming to strengthen tourism as a sustainable driver of economic growth and territorial development.
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