Nothing could be more natural for a country which conceals the soul of a thousand-year-old history while boldly embracing modernity. The Moroccan pavilion stands like a portal to a world of striking contrasts: from the picturesque streets of imperial cities to the majestic dunes of the Sahara, from the snow-capped peaks of the atlas to the sunny shores of the Atlantic.A true ode to escape!
“Morocco enchants wiht its cultural diversity and its gastronomy, in perfect harmony with the expectations of the Brazilian market,” confides Luiz strauss, member of the board of directors of ABAV National, to MAP. “Beyond its appeal,” he emphasizes, “this destination offers a major asset: the possibility of combining trips with other regions, whether Europe, Africa or Asia.”
Yoshihiro Karashima, owner of an agency active for 38 years in the Federal District and the State of Parana, recounts with emotion his journey to Morocco. “During my trip on Royal Air Maroc, I was amazed by every detail, from the excellent service to the exotic cuisine. The roast lamb, served with couscous, was so tender that it fell apart easily to melt in the mouth, as for the spices, their complexity defies even the moast seasoned palates”, he recalls, his eyes shining with a peaceful glow, as if he were finding again, in the maze of his memories, every moment of this sensory journey.
“Morocco is captivating,full of romanticism,” he exclaims,remembering the cities he visited: Casablanca,Fez,Marrakech,Meknes,Rabat. Everywhere he was warmly welcomed. The picturesque medinas invited him to wander serenely through their winding streets,while children,switching easily from one language to another,breathed a lively note into the atmosphere.
Roberto Vieira, travel agent in Mato Grosso, also shares with MAP his keen interest in moroccan culture. “The conventional outfits, the unique melodies, the famous mint tea…all this stirs up an irresistible desire to discover this country with a thousand and one facets,” says this young man, already looking towards his next trip.
Every corner of this enchanting kingdom hides a story, every flavor and every melody seems to come to life in this hundred square meter stand. Red and green sparkle like ribbons of joy under the spotlights of the Brazilian International Convention Center, where ABAV National, the Brazilian Association of Travel Agencies, held its show from September 26 to 28.
Against the backdrop of this decor, a virtuoso musician plays the Oud. Its melodies resonate delicately, punctuated by songs that breathe an authentic touch into the Moroccan experience. Not far from there, a table decorated with tempting dishes invites you to taste: mint tea, fine pastries, tajines with prunes and almonds… Each bite awakens the taste buds, plunging visitors into the heart of culinary riches.
As Nabil Adghoghi, Moroccan ambassador to Brasilia, points out, the recent opening of a branch of the Moroccan National Tourism Office illustrates the tremendous potential of the Brazilian tourist market. The resumption, in December, by Royal Air maroc of direct flights between Casablanca and Sao Paulo only reinforces this dynamic. In addition, Morocco enjoys a good reputation among Brazilians, testifying to the deep ties forged between the two nations, a legacy of the first waves of Moroccan immigration to Brazil, which date back to the 19th century, explains the diplomat.
The objective is ambitious: to reach 100,000 Brazilian visitors in the next three years.
Under the azure sky of Brasilia, eight Moroccan tour operators are busy. In this privileged setting, B2B meetings are organized, where exchanges flourish fueled by shared curiosity, and where the promises of an authentic experience attract new travelers eager for adventure.
“Brazil is a strategic opportunity for Moroccan tourism,” says Youssef Ameur,director of operations at Zalagh Voyages,a renowned agency in Fez. “the interest of Brazilians in our history, our culture and our landscapes continues to grow. It is also the leading tourist-producing country in Latin America, and we intend to strengthen this trend through solid partnerships,” launched he said with a confident smile, in tune with the ambient optimism.
The ABAV Expo fair,which returns to Brasilia after 22 years,welcomed more than 23,000 professionals. According to Luiz Strauss, ”the platform provides valuable visibility to travel agents, who represent 80% of the tourism services marketing market in Brazil.”
for the first time, the show opened its doors to the general public on Saturday. “It was a great opportunity to strengthen the visibility of Morocco as a premier tourist destination,” he argues.
If it is true that this traveling meeting contributes to economic dynamism by generating new opportunities for exhibitors in each market it invests, the choice of Brasilia, as political-administrative capital, testifies to a clear desire to raise political awareness of the socio-economic benefits of tourism. The hope is to generate more than $5 million for the region.
The promise was rich: more than 200 exhibitors, including representatives from all over Brazil and 22 countries, creating an environment conducive to business, networking and training. If ABAV Talks offered around sixty conferences on market trends, ABAV Buyers Club focuses on business opportunities.
New this year include the ABAV Challenge gamification experience and Tourism Day 2030, with debates around the decarbonization of aviation and regenerative tourism, in response to climate challenges.
The 2025 edition will take visitors back to Rio de Janeiro, where the magic of Latin American tourism will unfold once again. Until then, the odyssey continues, and the invitation to uncover the secrets of Morocco is enriched as new chapters take shape on the horizon.
What are the top attractions to visit in Morocco for first-time travelers?
Time.news Interview: Discovering the Wonders of Morocco
Editor: Welcome, and thank you for joining us today at Time.news. we’re thrilled to have an expert in Moroccan travel and culture with us, Luiz Strauss, a member of the board of directors of ABAV National. thank you for being here, Luiz.
Luiz Strauss: Thank you for having me! It’s a pleasure to discuss Morocco, a destination that truly captivates the heart and mind.
Editor: Your recent insights about the Moroccan pavilion at the Brazilian International Convention have resonated with manny travelers. Can you tell us what makes Morocco such a unique destination?
Luiz Strauss: Absolutely! Morocco is a vibrant tapestry woven from a rich history and modernity. Imagine exploring the majestic Sahara dunes, the serene peaks of the Atlas Mountains, and the lively streets filled with the aroma of exotic spices. Each region presents its own story, offering something for every type of traveler.
Editor: Indeed,those contrasts are quite stunning. What do you believe specifically appeals to the Brazilian market?
Luiz Strauss: Brazil is a melting pot of cultures, much like Morocco. Our people resonate with the rich gastronomy and cultural diversity that Morocco offers. Plus,it allows for a great combination with travels to other regions—whether it’s Europe,Africa,or Asia—all of which enhances the overall travel experience.
Editor: Captivating! Speaking of gastronomy, we’ve heard stories about the remarkable food experiences in Morocco. Yoshihiro Karashima, who has traveled extensively there, shared his delightful encounter with Moroccan cuisine. What are some dishes travelers should not miss?
Luiz Strauss: The culinary experience in Morocco is nothing short of magical. Dishes like tender roast lamb with couscous are certainly highlights, but don’t overlook the aromatic tagines and the famous mint tea, which is both refreshing and a cultural ritual. Food has a way of bringing people together, and dining in Morocco is an experience that stays with you long after the meal is over.
Editor: What about the cultural aspects? Roberto Vieira mentioned the interest with conventional outfits and unique melodies.How does Moroccan culture enhance the travel experience?
Luiz Strauss: Moroccan culture is deeply inviting. The traditional clothing, colorful markets, and the lyrical beauty of local music create a vibrant atmosphere. Walking through the medinas, visitors can witness a fascinating blend of languages and lifestyles, with children playing and merchants sharing their stories.It’s a sensory journey that you’ll cherish!
Editor: It truly seems like every corner of Morocco offers something special, from the ancient narratives to the intimate cultural experiences. How important are such aspects when planning a trip to Morocco?
Luiz Strauss: They are absolutely essential! Travelers want more than just sightseeing; they seek connections, experiences, and authentic moments.Understanding the local culture and history enriches the journey, allowing travelers to create lasting memories that go beyond traditional tourism.
Editor: You paint such an enchanting picture of Morocco. For those considering their next adventure, what would you suggest to ensure they have a fulfilling experience?
Luiz Strauss: I would advise immersing yourself in the local culture as much as possible. Engage with local guides, try cooking classes, and be open to exploring hidden gems in the medinas. Also, timing your travels to coincide with local festivals can truly enhance the experience—it’s a chance to see morocco at its most vibrant.
Editor: Thank you, Luiz, for sharing your insights on this captivating destination. any final thoughts you’d like to leave our readers with?
Luiz Strauss: Just that Morocco is a treasure waiting to be discovered. Whether you’re looking for adventure, relaxation, or cultural immersion, it offers an experience that enchants and inspires. Don’t miss out on the magic!
Editor: Thank you once again, Luiz.We’re sure our readers will be inspired to explore the enchanting kingdom of Morocco.