Revitalizing Domestic Tourism in Morocco
As the season of spring approaches, the Moroccan National Tourism Office (ONMT) is excited to unveil a new phase of its Ntla9awfbladna campaign, which is aimed at promoting domestic tourism throughout the country. This innovative initiative includes an immersive film experience and a comprehensive 360° media setup, both designed to highlight the breathtaking diversity of Morocco's landscapes and outdoor activities. The campaign seeks to inspire Moroccans to move from mere inspiration to tangible action, encouraging them to explore the beauty and cultural richness their own country has to offer.
Achraf Fayda, the General Director of ONMT, emphasizes the significance of domestic tourism, describing it as a cornerstone of national tourism. He reveals that it is expected to account for nearly 28% of all tourist overnight stays in Morocco by 2025. Fayda points out that certain regions, particularly Marrakech-Safi, Souss-Massa, and Tangier-Tetouan-Al Hoceima, have become the most sought-after destinations for Moroccan travelers, attracting a substantial portion of the tourism flow.
Shifting Trends in Travel Behavior
The peak of domestic travel occurs in August, where it can represent up to 40% of all national overnight stays. The overarching goal of this national campaign is to motivate Moroccans to delve deeper into the varied offerings of their homeland, facilitating more frequent escapes throughout the year and fostering a renewed appreciation for destinations beyond the summer peak. In this regard, Fayda notes a noticeable shift in travel behaviors among Moroccans, with the first months of 2026 indicating a 4% increase in national overnight stays in January alone, culminating in a total of 856,087 overnight stays. He highlights that certain locations have experienced remarkable growth, such as Ifrane with a 74% increase, El Jadida seeing a 48% rise, and Casablanca with a 41% boost in visitor numbers.
Fayda attributes these trends to a growing interest in travel experiences that are more connected to nature and to exploring destinations that are relatively undiscovered, such as Dakhla and Laayoune, which exhibit significant potential for tourism development. The ONMT's strategic approach encompasses not only the stimulation of national demand and the diversification of travel flows to lesser-known territories but also the promotion of nature tourism. Additionally, the ONMT aims to support local operators in adapting their offerings to meet evolving traveler preferences. According to Fayda, domestic tourism serves as a vital driver for achieving territorial balance, economic resilience, and enhancing the overall tourist experience within Morocco.
As reported by en.yabiladi.com.
