Captivating Brazilian Travelers: Morocco's Ambitious Bid to Boost Tourism

Monday 19 August 2024 - 15:30

In a strategic move to enhance tourism, Morocco is targeting the Brazilian market with plans to double the number of Brazilian tourists within three years. The Moroccan National Tourism Office (ONMT) is spearheading these efforts, capitalizing on the resumption of the direct Casablanca-Sao Paulo flight route by Royal Air Maroc, set to operate thrice weekly starting December 7.

The ONMT recently showcased Morocco's allure at the second edition of Travel Next Minas, held on August 16 and 17 at the Expominas BH exhibition center in Minas Gerais, Brazil. This event attracted over 5,000 industry professionals, underscoring the growing interest in Moroccan tourism.

A statement from the ONMT emphasized the mutual commitment of Morocco and Brazil to strengthen tourism ties by harnessing their rich cultural legacies. Highlighting Brazil's burgeoning tourism market, the ONMT noted its promising potential, driven by affluent consumers and an expanding middle class.

Mohamed Amine El Joudani, ONMT's country manager, expressed optimism, stating, “Brazil is the leading South American country sending tourists to Morocco, with around 50,000 tourists each year.” With the reinstated flight route, the aim is to reach 100,000 Brazilian visitors annually within three years.

El Joudani, who led the formation of an office in Sao Paulo last September, stressed the importance of training Brazilian travel agents to facilitate this growth. The ONMT has collaborated with prominent tour operators like Diversa, Abreu, and Orinter to familiarize professionals with Morocco as a prime destination.

“Our strategy is to first equip professionals to effectively market Morocco. Following this, we’ll engage in broader public communication,” El Joudani explained.

Beyond direct travel, Morocco seeks to position itself as an appealing alternative for tourists bound for Europe, particularly those visiting Portugal and Spain. The goal is to integrate Morocco into their travel plans, capitalizing on its ancient history, vibrant culture, and exquisite cuisine.