During the Board of Directors of the Office, which met on Tuesday under the chairmanship of Fatim-Zahra Ammor, Minister of Tourism, Crafts and Social and Solidarity Economy, Adel El Fakir, Director General of the ONMT, presented to the directors of the Office the results of the second half of 2022, as well as a review of the whole year, indicates a press release from the ONMT.
“This is an exercise marked by exceptional dynamism in the service of the revival of Moroccan tourism,” underlines the same source.
Quoted in the press release, Ms. Ammor noted: “The year 2022 was special for our sector, marked by a strong recovery consolidated by the various government actions and a general mobilization of the entire tourism ecosystem.”
“The ONMT, accompanied by its institutional and professional partners, played a very important role since the reopening of air borders on February 7, 2022. This proactivity favored a restart of remarkable magnitude and made it possible to rebuild the marketing and commercial fundamentals of the Morocco destination,” she noted.
And to continue: “Our ministry has set ambitious objectives for the year 2023 and we are confident about the promotional and air efforts that will be deployed by the ONMT, in line with our new roadmap for the sector.”
The plan of actions carried out in 2022, the strategies of Moroccan tourism brands, the commercial relationship with international partners and the organization projects of the ONMT were at the center of this council meeting, the press release said, noting that a point on the main indicators made it possible to give a clear vision of the quantitative performances at the end of October 2022.
In terms of flows for inbound tourism at the end of October, arrivals and overnight stays show a recovery rate of 79% and 72% respectively compared to 2019.
At the national level, the second half of 2022 was marked by the relaunch of the domestic tourism branding strategy with two waves of the “Ntla9awfbladna” campaign deployed from June, then at the end of the summer season.
At the international level, the deployment of the international brand “Morocco, Land of Light” in more than 20 countries has seen unprecedented growth and exceptional performance with a high-intensity system.
The reconstruction of air capacities, a priority of the Office, is among the strong points presented by the DG of the ONMT. At the end of October 2022, the Morocco programming by regular and low-cost companies exceeds that of 2019.
This concerns 82% of these capacities that were established on the basis of partnerships with the ONMT. The projected capacity objective for 2023 aims at 8.2 million seats. Contracting with partners has allowed a recovery rate of 92% and the maintenance of the 2023 objective: 3.9 million additional potential customers.
Also, the return of major international events to Morocco allowed the organization of 30 events supported by the ONMT, including around ten new ones.
Among them, several major global tourism events such as the British (ABTA), German (DRW) and Israeli (ITTAA) tour operator congresses, as well as the holding of the Executive Committee of the World Tourism Organization in October in Marrakech.
Finally, the impetus given to the promotion of Moroccan tourism has reached its peak in recent weeks with the global craze that has been shown for Morocco thanks to the exploits of the Atlas Lions during the World Cup in Qatar.
The ONMT immediately activated a support plan including the strengthening of the “Morocco, Land of Light” campaign in strategic markets, the distribution of a film on social networks and the mobilization of the largest TOs and European airlines, to encourage tourists from all over the world to come and discover the values conveyed by the country and its people.
On the sidelines of the presentation, the activity report, as well as the financial report of the Office for the financial year were approved by all the administrators, as well as the different axes and activity programs of the development strategy presented by the Director General of the ONMT, concludes the press release.
2024-08-21 21:34:42