ONMT To Hold Welcome Travel Group's Annual Convention in Casablanca
Rabat – Morocco's Tourism Office (ONMT) will hold the Welcome Travel Group's annual convention in Casablanca in April.
The event will bring together over 1,500 travel experts from the Italian tourism industry from April 4-7, providing an opportunity to promote Morocco's tourism assets, especially Rabat, Casablanca, and El Jadida as destinations of choice.
Achraf Fayda, ONMT general director signed a memorandum with Adriano Apicella, CEO of Travel Group to hold the annual convention in Casablanca.
'We see the Italian market as a real opportunity to consolidate Morocco's appeal,' ONMT said Fayda, noting that the tourism office is putting initiatives with key players in Italian tourism to fulfill this commitment.
'Through the introduction of direct air connections and targeted actions, we aim to offer Italian travelers easy access and an authentic experience, making Morocco their destination of choice,' Fayda added.
ONMT said in a statement that the Welcome Travel Group represents 33% of all Italian travel agencies, with a 44% market share.
Over 900,000 Italian tourists visited Morocco in 2024, making Italy among the largest outbound markets for tourists to Morocco, alongside France, Spain, the UK, and Germany.
'The Italian market accounts for over 5% of international markets,' ONMT said, noting that the dynamic is set to continue in the coming years, with average annual growth of 7-10% until 2030.
Morocco celebrated the arrival of over 17.4 million tourists in 2024. This number exceeded the goal set for 2026.
In January, Morocco welcomed 1.2 million tourists, marking a 27% increase compared to the same month last year. In total, an additional 272,000 tourists flocked to the North African country.
'Morocco continues its upward trend in early 2025, surpassing for the first time the symbolic milestone of one million tourists in January,' the ministry said.
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