Morocco is intensifying efforts to enhance its tourism appeal in European markets, particularly Spain, through its participation in the 45th International Tourism Fair (FITUR) held in Madrid from January 22 to 26.
The country’s tourism office, the Moroccan National Tourism Office (ONMT), is showcasing the country’s diverse tourism assets at the fair, with particular emphasis on regions such as Tangier and Errachidia. The Moroccan pavilion has emerged as a focal point, with Spanish King Felipe VI and Queen Letizia visiting it on the fair’s opening day.
FITUR, recognized as the second-largest tourism event globally, was inaugurated earlier this week by the Spanish royal couple. Upon arrival, ONMT’s General Director, Achraf Fayda, along with Morocco’s Ambassador to Spain, Karima Benyaich, and Hamid Bentahar, President of the National Confederation of Tourism, warmly welcomed the royals.
Morocco’s participation in FITUR this year reflects its growing confidence in its tourism sector. The ONMT has brought together 180 tourism operators from both the public and private sectors to the event, highlighting Morocco’s expanding tourism offerings, including new air routes such as Madrid-Dakhla and Lanzarote-Dakhla. These developments are expected to fuel an 8% growth in tourism during the 2025 summer season.
The fair’s significance is underscored by the impressive rise in tourism from Spain, with 3.5 million Spanish tourists visiting Morocco in 2024, marking a 160% increase compared to the previous year. The growth is also supported by a 20% increase in air capacity for the 2024-2025 winter season.
Strategic Partnerships and New Collaborations
In addition to networking, ONMT is using the platform to sign strategic agreements with leading tourism organizations, including the Spanish Confederation of Travel Agencies (CEAV) and the Portuguese Association of Travel Agencies (APAVT). These deals aim to position Morocco as the “International Destination of the Year,” with initiatives such as CEAV’s Travel Days scheduled in Morocco for October 2025, bringing 100 Spanish travel agents to explore the market. Similarly, APAVT’s annual congress will be held in Morocco in 2026, bringing 750 Portuguese tourism professionals to the country.
ONMT is also collaborating with the Andalusian Federation of Travel Agencies (FAAV) to promote Morocco’s tourism potential in southern Spain. Plans are underway to host the FAAV annual congress in April 2025, with events scheduled in key Moroccan cities such as Tetouan, Tamuda Bay, and Tangier.
In a bid to further boost Morocco’s standing in global tourism, ONMT is forming partnerships with top international and Iberian tour operators, including Avoris, Solferias, Destinia, Luxotour, El Corte Inglés, Expedia, Jet2.com, and TripAdvisor. A landmark partnership with the GEA agency network is also in the works, designed to boost Morocco’s profile as a leading global destination.
Long-Term Vision for Moroccan Tourism
With the country poised to host significant international events, including the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup, ONMT is committed to attracting more visitors. Alongside the FITUR participation, a targeted campaign aimed at the Spanish market is expected to further elevate Morocco’s tourism profile.
Morocco’s tourism sector is booming, with 17.4 million tourists welcomed in 2024, surpassing the country’s 2026 target. With plans to attract 26 million visitors by 2030, Morocco’s tourism office is laying the groundwork for continued growth, positioning the country as a premier destination for travelers worldwide.