Morocco and GNV Sign Agreement to Enhance Tourist Flows
On Monday, the Moroccan National Tourism Office announced a significant partnership with the Italian shipping company GNV, aimed at developing tourism flows between Italy and Morocco. This collaboration was formalized in Rabat during the annual GNV conference held in Marrakech from October 2 to October 5, 2026. Over the next three years, both parties are committed to implementing a joint action plan designed to boost tourist movement between these two countries.
The partnership will kick off with a comprehensive communication campaign targeting the Italian market, which will include radio and television advertising as well as influencer marketing. Additionally, it aims to enhance the visibility of Morocco as a travel destination within GNV's travel agency network and organize field marketing activities in public spaces. Travelers will also enjoy prominent exposure to Moroccan tourist offerings aboard GNV ships through digital screens, the GNV APP Maroc, and the company's radio.
Strategic Goals and Market Potential
This initiative aligns with the Moroccan National Tourism Office's new approach, which places experiential travel at the forefront of promoting the destination, while highlighting the diversity of Morocco's landscapes and various exploration methods. It specifically targets Italian travelers interested in road trips, adventure excursions in 4x4 vehicles, and eco-tourism experiences. Italy represents a crucial market for Morocco; in 2025, the kingdom welcomed 1.15 million Italian tourists, 15% of whom arrived via maritime transport. The goal of this collaboration is to increase the number of travelers from Italy to 350,000 by enhancing the promotion of Morocco as a destination and developing maritime flows to the kingdom.
The maritime network offers direct access to Morocco with private vehicles, allowing travelers to discover the different regions of the country and providing them with the freedom to customize their itineraries based on their interests. This partnership also addresses the demand associated with the "Marhaba" operation, which is particularly important for millions of Moroccans living abroad, including a significant Moroccan community residing in Italy. Consequently, the development of maritime flows represents a tourism and mobility challenge that strengthens the ties between the two shores of the Mediterranean.
This agreement follows the momentum established through joint initiatives surrounding the new ship, GNV Aurora, which was inaugurated on June 1st and dedicated to Moroccan destinations. The agreement provides a practical framework for developing this collaboration over three years. It is important to note that GNV, part of the MSC Group, is one of the leading passenger and vehicle ferry companies in the Mediterranean, connecting several destinations from Italy, including Morocco, supported by an extensive network of travel agencies.
In conclusion, through this partnership, the Moroccan National Tourism Office and GNV are solidifying their collaboration within a framework aimed at achieving sustainable growth in travel flows between Italy and Morocco. By combining the promotional strength of the office with GNV's maritime, commercial, and digital network, this partnership seeks to expand access to Moroccan destinations, enhance its visibility among Italian travelers, and solidify Morocco's position as a preferred choice in their travel itineraries. This initiative aligns with the increasing importance of the Italian market, contributing to making maritime connections a true lever for tourism development and enhancing exchanges between the two shores of the Mediterranean.
As reported by maroc.ma.
