Agadir – Morocco is actively working to enhance its tourism presence throughout France by reaching out to travelers beyond the capital city of Paris and showcasing a diverse array of destinations and experiences, as outlined by the Moroccan National Tourist Office (ONMT). During a presentation of its strategic plan for the French market held in Paris, just prior to the IFTM Top Resa tourism trade fair scheduled for September 15-17, ONMT Director General Achraf Fayda engaged with representatives from various French media outlets, including press agencies, television and radio stations, general-interest publications, as well as specialized tourism media. This initiative underscores Morocco's commitment to solidifying its position as a premier tourism destination for French nationals.
France remains one of Morocco's most important source markets for tourism, with increasing air connectivity between the two nations fostering new opportunities to draw visitors from across different regions of France. In 2025, Morocco was celebrated as the preferred tourist destination for French travelers, with the country consistently outpacing competitors like Tunisia and Spain. Notably, in that same year, Morocco welcomed a remarkable 5,763,404 French tourists, marking an 11% increase from the previous year, and accounting for 29% of the nation's total international arrivals. Beyond Marrakech, Morocco is expanding its appeal to include other captivating destinations such as Essaouira, Fez, and Agadir.
The ONMT's strategy seeks to leverage the growing interest from French travelers by integrating promotional campaigns with enhanced collaboration among travel influencers and airlines. A significant focus of this initiative is air connectivity, particularly as the 2026-2027 winter season approaches. The ONMT anticipates a substantial increase in direct flight connections between France and Morocco, specifically targeting cities outside of the primary urban centers. This approach aims to facilitate access for travelers from provincial cities in France to various regions in Morocco while simultaneously broadening the potential customer base for Moroccan tourist attractions.
In addition to improving connectivity, the ONMT is shifting its promotional efforts to highlight a more extensive range of Moroccan destinations, showcasing the rich diversity of its regions and the unique experiences they offer. Instead of concentrating solely on the most well-known tourist hotspots, the office plans to present a wider array of regions to French travelers, encouraging them to explore the multifaceted beauty of Morocco. This presentation aligns with Morocco's participation in the IFTM Top Resa, one of the major events in the French tourism industry.
This strategic push within the French market is part of Morocco's broader ambition to enhance its status as a leading global tourism destination. As part of its long-term vision, the country aims to position itself among the top 15 tourism destinations in the world and attract 26 million visitors annually by the year 2030, building upon the foundational elements established in the 2023-2026 tourism roadmap.
As reported by moroccoworldnews.com.
