Promoting Morocco as a Destination: ONMT Targets Gen Z through TikTok

Friday 03 May 2024 - 13:25

In an effort to capture the interest and wanderlust of Generation Z, also known as "Generation Zoomers," the Moroccan National Tourism Office (ONMT) has launched a groundbreaking initiative to connect with younger audiences through the immensely popular platform, TikTok. This innovative project involves the establishment of a "Trend House" which has welcomed ten foreign content creators, carefully selected to partake in a meticulously planned program spanning three Moroccan cities: Marrakech, Essaouira, and Ouarzazate.

"The Moroccan National Tourism Office has conceived a pioneering endeavor of large-scale content production and distribution, with the aim of captivating the attention and travel aspirations of Generation Z," stated the ONMT in a press release, underscoring their objective to position Morocco as a key destination for young travelers worldwide.

Since the commencement of this initiative, a cohort of ten TikTok influencers, boasting millions of followers collectively, has been invited to immerse themselves in Moroccan culture and explore various cities from their specially curated villa in Marrakech.

The Trend House serves as the central hub for this operation, designed to inspire the creativity of influencers and facilitate the creation of diverse content showcasing Moroccan culture, cuisine, and local activities.

This innovative strategy harnesses the influence and virality of the TikTok platform to promote the multifaceted aspects of Moroccan tourism.

The content creators have embarked on an exploration, capturing the essence of Morocco through their unique creative lenses. Each an expert in their respective fields, whether it be travel, culture, water sports, or gastronomy, has leveraged their platforms to share content spotlighting the diverse tourist attractions of Morocco, with a specific emphasis on the "City Break" offerings in Marrakech and Essaouira, as well as the "Desert and Oasis Adventure" experiences in Ouarzazate.

To maximize the impact of the "Trend House" operation, the ONMT will implement a comprehensive media plan in collaboration with TikTok, aiming to amplify the content produced by the creators during their stay in Morocco, ensuring that these captivating visuals reach a broad audience, particularly targeting Gen Z.

The partnership with TikTok will utilize its advanced algorithms and engaging formats to promote the videos to a larger and more relevant audience.

This ONMT campaign is projected to garner over 28 million international views across various social platforms, significantly bolstering Morocco's visibility among the Gen Z demographic.

According to a study commissioned by the ONMT, 40% of individuals aged 18-34 claim to have booked a trip or a tourist activity after being inspired by social media content.

In a bid to impart the secrets of successful TikTok utilization to Moroccan tourism professionals, a "master class" was organized on Thursday at the Trend House. Representatives from TikTok and content creators shared the latest digital trends with the attendees.

The ONMT and Moroccan tourism professionals are embracing the zeitgeist, immersing themselves in the TikTok trends that are currently dominating social media, ensuring that Morocco becomes an increasingly trending hashtag