Morocco launches national campaign to boost domestic tourism

Wednesday 18 March 2026 - 13:30

As the spring season approaches, the Moroccan National Tourist Office has unveiled a new nationwide campaign aimed at strengthening domestic travel across Morocco.

The initiative, part of the “Ntla9awfbladna” program, focuses on promoting nature-based experiences and encouraging citizens to rediscover the country’s diverse landscapes. Through a multimedia strategy combining digital platforms, audiovisual storytelling, and on-the-ground promotion, the campaign seeks to turn travel inspiration into concrete action.

According to Achraf Fayda, domestic tourism has become a key pillar of Morocco’s tourism sector. In recent years, local travel has accounted for a significant share of overnight stays, reflecting a growing interest among Moroccans in exploring their own country.

Popular regions such as Marrakech-Safi, Souss-Massa, and Tanger-Tétouan-Al Hoceima continue to attract a large number of domestic visitors. However, authorities are now aiming to encourage travel beyond traditional hotspots and peak summer periods.

Recent data suggests evolving travel habits, with a gradual increase in trips outside the high season and growing interest in less conventional destinations. Cities such as Ifrane, El Jadida, and Casablanca have recorded notable growth, highlighting a diversification of travel preferences.

The campaign also reflects changing expectations among travelers, including a rising demand for nature-oriented experiences and alternative accommodation options. Destinations like Dakhla and Laayoune are increasingly being promoted for their untapped tourism potential.

Officials emphasize that the long-term goal is to create a more balanced and sustainable tourism model. By spreading visitor flows across regions and throughout the year, the initiative aims to support local economies while enhancing the overall travel experience.

Beyond marketing, the strategy includes working closely with tourism operators to adapt their offerings and improve service quality. The broader ambition is to position domestic tourism as a driver of economic resilience and territorial development in Morocco.