On October 6, 2026, the Moroccan National Tourist Office announced a significant partnership with the Italian shipping company GNV aimed at enhancing tourism flows between Italy and Morocco. This agreement was officially signed in Rabat, coinciding with GNV's annual conference held in Marrakech from October 2 to October 5.
Over the next three years, both parties have committed to implementing a collaborative action plan designed to boost tourism exchanges between the two countries. This partnership is set to launch a joint communication campaign in the Italian market, leveraging various media platforms including radio, television, and influencer marketing. Additionally, it will aim to increase the visibility of Moroccan destinations within GNV travel agencies and organize field marketing operations in public spaces. Notably, Moroccan destinations will enjoy prominent exposure aboard GNV vessels through digital screens, the GNV APP Maroc, and the company’s radio station.
This initiative aligns with the new direction of the Moroccan National Tourist Office, which places experiences at the core of promoting the destination while highlighting the diverse geographical regions and various ways to explore Morocco. The campaign specifically targets Italian travelers interested in car explorations of Morocco, off-road adventures, and eco-tourism.
Italy represents a strategic market for Morocco, with the kingdom welcoming 1.15 million Italian tourists in 2025, 15% of whom traveled by sea. This collaboration aims to increase the number of Italian visitors to Morocco to 350,000 by enhancing the promotion of Moroccan destinations and developing maritime traffic to the kingdom.
The maritime network offers direct access to Morocco using personal vehicles, facilitating the discovery of various regions and granting travelers the freedom to design their itineraries based on their interests, thus diversifying their experiences during their stay in Morocco. Furthermore, this partnership responds to the demand associated with the 'Marhaba' operation, which concerns millions of Moroccans living abroad, particularly the significant Moroccan diaspora in Italy. Consequently, enhancing maritime flows represents a challenge with both tourism and mobility dimensions, reinforcing connections across the Mediterranean.
This partnership builds upon the momentum initiated through joint initiatives surrounding the new GNV Aurora ship, which was ceremonially launched on June 1 and is dedicated to the Moroccan destination. The agreement provides a practical framework for this collaboration over the next three years.
It is important to note that GNV, part of the MSC Group, is one of the leading shipping companies for passengers and vehicles in the Mediterranean region. Its maritime network links several destinations from Italy, including Morocco, supported by an extensive network of travel agencies.
In conclusion, through this partnership, the Moroccan National Tourist Office and GNV are solidifying their collaboration within a dynamic framework aimed at achieving sustainable growth in tourism flows between Italy and Morocco. By combining the promotional strength of the office with GNV's maritime, commercial, and digital network, this partnership seeks to expand access to Moroccan destinations, enhance their visibility among Italian travelers, and further establish Morocco's position within their tourism selections. This ambition is concurrent with the growing importance of the Italian market and contributes to making maritime connections a true lever for tourism development and strengthened exchanges across the Mediterranean.
As reported by maroc.ma.
