Morocco's Participation in the Berlin International Tourism Exhibition
On March 4, 2026, Morocco officially inaugurated its pavilion at the Berlin International Tourism Exhibition, a major event marking its 60th anniversary and running from March 3 to 5. The opening ceremony was led by the Director General of the Moroccan National Tourism Office, Ashraf Fada, in the presence of Morocco's Ambassador to Germany, Zhor El Alaoui, along with numerous Moroccan professionals and stakeholders in the tourism sector. This expansive pavilion, exceeding one thousand square meters, serves as a strategic platform for Morocco, positioning itself as a bridge between Africa and Europe while aiming to enhance its status as a premier tourist destination within the Mediterranean region and the leading tourist hub in Africa.
Diverse Destinations and Strategic Partnerships
Distinct from previous editions that highlighted a single region, the 2026 exhibition will promote three key destinations: Agadir, Fes, and Saidia. This initiative aims to showcase the diversity of Morocco's tourism offerings and facilitate the integration of various regions into international markets. Throughout the three-day event, the Moroccan delegation, which includes regional representatives, travel agents, hoteliers, and other industry professionals—such as Royal Air Maroc—will engage in meetings with international stakeholders to promote their products and foster new partnerships. Morocco's participation in the Berlin exhibition reflects its ongoing commitment to enhance the kingdom's visibility in major tourist-exporting markets and to capitalize on the international momentum surrounding Moroccan tourism.
The 2026 edition carries the theme “Discover 60 Years of Heritage,” featuring approximately 6,000 exhibitors from over 160 countries, thereby solidifying the event's reputation as a global platform for dialogue, trade exchange, and strategic discussions regarding the future of tourism. This year’s exhibition will emphasize innovation, technology, and new business models, with particular attention to digital solutions, artificial intelligence, modern payment systems, and innovative hospitality models. Concurrently, a series of conferences under the theme “Sustainable Tourism” will take place, featuring over 400 international experts discussing more than 200 sessions focused on pressing industry challenges, including sustainability, climate change, geopolitical transformations, and artificial intelligence.
As reported by madar21.com.
