ONMT's New Initiative to Boost Domestic Tourism
As the spring season approaches, the Moroccan National Tourist Office (ONMT) has re-energized its internal tourism campaign titled "Ntla9awfbladna," aimed at encouraging Moroccans to rediscover the diverse riches of their national territory. This initiative is underscored by an immersive promotional film and a comprehensive communication strategy designed to showcase Morocco's stunning landscapes and rich outdoor experiences. The ONMT's objective is to inspire citizens to turn their travel desires into tangible plans, as highlighted in a recent press release.
Achraf Fayda, the Director General of ONMT, elaborated on the critical role domestic tourism plays in the country's tourism sector. In 2025, domestic tourism accounted for over 12.1 million overnight stays, contributing nearly 28% to the national total. This trend underscores the importance of internal travel in maintaining a balanced tourism ecosystem in Morocco. Key regions such as Marrakech-Safi, Souss-Massa, and Tangier-Tetouan-Al Hoceima are significant players in attracting these domestic visitors, with summer months witnessing peak activity, particularly in August, where overnight stays can surge to 40%.
Encouraging Year-Round Exploration
With this campaign, ONMT aims to foster a year-round exploration mentality among Moroccans, encouraging them to rediscover national destinations from fresh perspectives. The initiative also seeks to distribute tourist flows more evenly over time and space, moving beyond the traditional summer concentration. Recent trends indicate a gradual shift in traveler behavior; in January 2026, domestic overnight stays increased by 4%, surpassing 856,000 nights. Notably, destinations such as Ifrane (+74%), El Jadida (+48%), and Casablanca (+41%) have experienced remarkable growth, reflecting a diversification in traveler choices.
Moreover, accommodation preferences are evolving. While three- and four-star hotels remain popular, alternative lodging options are rapidly gaining traction, signaling a growing interest in authentic experiences that connect travelers with nature. In this context, ONMT aims to bolster national demand, redirect tourist flows towards new destinations, and promote nature tourism. The Office is also committed to assisting operators in adapting their offerings to this changing landscape, with a special focus on high-potential areas like Fes, Ouarzazate, Errachidia, Dakhla, and the Oriental region, aiming to accelerate growth dynamics.
As reported by maroc-hebdo.com.
