Morocco's Strategic Focus on Domestic Tourism Growth
The Moroccan National Tourism Office (ONMT) has recently launched an invigorated version of its "Ntla9awfbladna" campaign, which is primarily focused on promoting nature and outdoor experiences throughout the country. This initiative is part of a broader strategy aimed at enhancing domestic travel while simultaneously pursuing an ambitious international tourism agenda. The ONMT's goal is to attract 26 million visitors by the year 2030, leveraging Morocco's status as a co-host for the FIFA World Cup alongside Spain and Portugal.
In 2025, Morocco achieved an impressive milestone by welcoming nearly 19.8 million international tourists, surpassing its target for 2026 by a significant margin. As ONMT Director General Achraf Fayda emphasized, domestic tourism is not merely supplementary; it is a fundamental pillar of the national tourism framework. In 2025 alone, domestic tourism accounted for over 12.1 million overnight stays, representing almost 28% of the total tourist overnight stays in the country.
Encouraging Year-Round Exploration of Diverse Destinations
The campaign aims to motivate Moroccans to explore the rich diversity of their country's landscapes, from the bustling cities of Marrakech and Casablanca to the serene natural beauty of destinations like Ifrane and Dakhla. Fayda pointed out that the month of August typically accounts for 40% of national overnight stays, highlighting the need to distribute domestic tourism more evenly throughout the year and across various regions. Recent data shows a positive trend, with January 2026 witnessing a 4% increase in domestic overnight stays, driven by significant growth in specific locations such as Ifrane, which saw a remarkable 74% rise.
Fayda noted that the ONMT is keen to redirect domestic travelers towards lesser-known destinations with untapped potential, emphasizing places like Fez, Ouarzazate, and the Oriental region. This strategic approach aims to not only stimulate economic resilience but also promote a more balanced distribution of tourist activities across the country. The ONMT recognizes that domestic tourism has historically been concentrated in well-known areas, and there is a pressing need to activate multiple strategies to diversify and encourage exploration of new territories.
As the ONMT rolls out this campaign, it is aligned with its broader objectives for the 2026-2030 strategy, which includes enhancing air transport, improving destination branding, and embracing digitalization. With both international tourism on the rise and domestic travel gaining momentum, Morocco is poised to leverage its unique offerings to cultivate a thriving tourism sector by 2030.
As reported by moroccoworldnews.com.
