Rabat, July 5, 2025 – The Europe Today: In a bold move to realign Morocco’s tourism sector with its global ambitions, the Moroccan National Tourism Office (ONMT) has convened an unprecedented internal summit in Rabat, bringing together executives from both its headquarters and international offices for the first time in the institution’s history.
The high-level meeting signals a significant organizational reset, spearheaded by Achraf Fayda, who assumed leadership of the ONMT eight months ago. The gathering is part of a broader transformation aimed at strengthening internal coordination, boosting operational performance, and preparing the institution for the next phase of Morocco’s tourism development.
A New Vision for Moroccan Tourism
Fayda emphasized that the meeting is not simply a structural reorganization but the foundation for a new organizational culture centered on results, efficiency, accountability, and trust.
“Our goal is to identify and empower top talent within the ONMT, streamline internal communication, reduce bureaucratic obstacles, and invest significantly in staff development,” said Fayda. He noted that building a responsive and agile team is essential as Morocco enters a pivotal period on the global tourism stage.
Momentum from Recent Successes
The internal reset follows a series of notable achievements by the ONMT that have enhanced Morocco’s international tourism profile. The “Morocco, Land of Football” campaign has gained strong global traction, while targeted initiatives promoting Fès and Ouarzazate have showcased the country’s cultural heritage and natural beauty to international audiences.
Moreover, ONMT has secured partnerships with major international travel companies, increasing flight connections and improving Morocco’s visibility in priority markets.
Strategic Preparation for Mega Events
The timing of the Rabat summit is critical, as Morocco prepares to host the 2025 African Cup of Nations (AFCON) and co-host the 2030 FIFA World Cup. These global events are expected to draw millions of viewers and visitors, offering a rare opportunity to elevate the country’s tourism brand on the world stage.
ONMT aims to create a detailed action plan to leverage these events for long-term tourism growth. But first, the focus is on building a unified, high-performing internal team capable of delivering on the country’s ambitious vision.
Expanding to Sector-Wide Collaboration
Looking ahead, Fayda plans to extend this momentum to the broader tourism sector through collaboration with the National Tourism Confederation. This next phase will involve close consultation with industry stakeholders, including hotels, tour operators, restaurants, and other service providers.
The goal is to co-create a national tourism strategy that reflects the insights and expertise of those who interact with visitors daily, moving away from traditional top-down planning.
Toward a New Tourism Model
The ONMT’s comprehensive staff meeting underscores Morocco’s understanding that effective tourism development requires more than marketing campaigns and infrastructure—it also demands agile, capable institutions ready to respond to the rapidly evolving global travel landscape.
By investing in internal reform and broad-based industry collaboration, Morocco is laying the groundwork for a resilient, inclusive, and high-impact tourism model to meet both present challenges and future opportunities.
