Strengthening Tourism Flows Between Morocco and Italy
On Monday, October 6, 2026, the Moroccan National Tourism Office announced a significant agreement with the Italian maritime company GNV aimed at enhancing tourism flows between Italy and Morocco. This partnership is set to unfold over the next three years, during which both parties will implement a collaborative action plan designed to promote and increase tourist traffic from Italy to Morocco. The agreement was officially signed in Rabat during the annual conference of GNV, held in Marrakech from October 2 to 5.
This strategic partnership will kick off a comprehensive communication campaign targeting the Italian market, utilizing various platforms including radio and television, as well as influencer marketing. Furthermore, it aims to bolster the presence of Moroccan destinations within the travel agencies that form part of the GNV network and organize on-ground marketing initiatives in public spaces. Moroccan tourism will also gain a prominent presence aboard GNV ships through digital screens, the GNV APP Maroc application, and the company’s radio channels.
Promoting Unique Experiences in Morocco
This initiative aligns with the new direction taken by the Moroccan National Tourism Office, which emphasizes experiential travel as a core strategy for promoting the destination, highlighting the diverse geographic regions and various ways to explore Morocco. The campaign specifically targets Italian travelers interested in discovering Morocco through road trips, adventure excursions in 4x4 vehicles, and eco-tourism activities. Italy represents a strategic market for Morocco, as evidenced by the 1.15 million Italian tourists who visited the country in 2025, with 15% arriving via maritime transport. This collaboration aims to increase the number of travelers from Italy to 350,000 by enhancing the promotion of Moroccan destinations and improving maritime travel routes to the kingdom.
The maritime network offers direct access to Morocco using personal vehicles, facilitating the exploration of various regions and granting travelers the freedom to design their itineraries based on personal interests while diversifying their experiences during their stay in Morocco. This partnership also addresses the demand generated by the 'Marhaba' operation, which caters to millions of Moroccans living abroad, particularly the significant Moroccan community residing in Italy. Therefore, enhancing maritime flows is a venture with both tourism and mobility implications, strengthening the connections across the Mediterranean.
This collaboration between the Moroccan National Tourism Office and GNV complements the dynamic initiatives launched surrounding the new vessel, GNV Aurora, which was inaugurated on June 1st and dedicated to Moroccan destinations. The agreement provides a practical framework for developing this cooperation over the next three years.
Notably, GNV, part of the MSC Group, is one of the leading passenger and vehicle transport companies in the Mediterranean region, connecting multiple destinations from Italy, including Morocco, supported by a vast network of travel agencies. In conclusion, through this collaboration, the Moroccan National Tourism Office and GNV are solidifying their partnership within a dynamic framework aimed at achieving sustainable growth in travel flows between Italy and Morocco. By combining the promotional strengths of the office with the maritime, commercial, and digital network of GNV, this partnership seeks to broaden access to Moroccan destinations, enhance its appeal to Italian travelers, and solidify Morocco's position as a preferred choice in their travel plans. This ambition coincides with the growing significance of the Italian market and contributes to making maritime connectivity a true lever for tourism development and enhancing exchanges across the Mediterranean.
As reported by maroc.ma.
