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Tripadvisor Partnership: ONMT's Ambitious Move to Double Morocco's Tourism Arrivals
In an unprecedented move, the Moroccan National Tourist Office (ONMT) has embarked on a groundbreaking five-year partnership with the global travel giant Tripadvisor. This strategic alliance, marked by a historic contract signed between Adel El Fakir, Director General of ONMT, and Matt Goldberg, CEO of TripAdvisor, Inc., at the company's headquarters in Needham, Massachusetts, aims to double the number of overnight stays in Morocco generated through the Tripadvisor platform by the end of the fifth year.
The ambitious goal of this partnership is to achieve a consistent annual growth rate of 15%, propelling the current figure of 2.6 million overnight stays to an impressive 5.3 million by 2029. This milestone represents a significant stride in ONMT's efforts to bolster Morocco's positioning as a premier travel destination on the global stage.
The agreement encompasses ten tourist seasons, spanning from the summer of 2024 to the winter of 2029, and targets a diverse range of source markets, including France, the United Kingdom, the Iberian region, North America, the Nordic countries, Germany, Switzerland, Italy, Ireland, and the Gulf states. Additionally, the partnership will introduce new emerging markets as the seasons progress, further broadening Morocco's reach and appeal.
Central to this collaboration is a robust and targeted marketing strategy designed to reinforce and consolidate Morocco's positioning as a desirable travel destination. This comprehensive approach encompasses content creation, influencer marketing, awareness campaigns, conversion campaigns, and leveraging the commercial prowess of Tripadvisor's platform.
Historically, ONMT's partnerships with Tripadvisor have been limited to annual or seasonal contracts. This five-year agreement marks a significant departure from the norm, offering a long-term strategic vision and a gradual implementation plan.
With over 436 million unique visitors each month, 20 million registered members, and more than 859 million reviews and opinions, Tripadvisor's influence in the realm of travel community sites, reviews, and ratings is undeniable. After 24 years of existence, the world's largest travel review site has acquired a near-hegemonic position in the global landscape.
Aligning with its "Light In Action" strategy, ONMT's partnership with Tripadvisor represents a strategic move to collaborate with global tourism titans, maximizing Morocco's visibility and brand image worldwide. This bold initiative aims to position Morocco as a premier travel destination, capitalizing on Tripadvisor's vast reach and influence to attract a diverse range of international visitors.
Source ; PR+