Morocco's ONMT Launches Strategic Tourism Plans for Fez, Ouarzazate
Rabat — Morocco's National Tourism Office (ONMT) has unveiled two ambitious tourism revival plans, 'Shining Fez' and 'Rising Ouarzazate,' to boost these historic destinations on the international market.
The office announced this plan as part of its global vision to level up the attractiveness of Morocco's tourism cities and sites.
This time it is 'a strategy to reposition two heritage jewels, Fez and Ouarzazate,' according to ONMT. These plans aim to revitalize these high-potential regions through partnerships with local authorities and tourism operators.
Three-prong approach
Implementation of the revitalization plans focuses on three key strategies, namely building awareness through media coverage and educational tours, strengthening partnerships with travel agencies, and improving air connectivity.
'Shining Fez'
The 'Shining Fez' plan includes several high-impact media and commercial initiatives. TV5 Monde will broadcast a documentary on Fez cuisine from May 11-21, featuring the medina's rich culinary traditions. France 2 will produce 'The Artisans of Morocco,' showing the region's traditional crafts, while M6 will feature the spiritual capital in its 'Minute Voyage' series.
In the UK market, BBC will dedicate an episode of 'Clive Myrie's African Adventure' to Fez. Travel website Travelzoo will create a dedicated Fez page with special offers from partner tour operators running from April 2025 to April 2026.
On the commercial front, two major campaigns with French travel agencies Carrefour Voyages and Havas Voyages will focus on 'gastronomy, local products, and craftsmanship.' Fez will also host a workshop with premium sales platform Voyage Privé and participate in Spain's Travel Connect trade show to connect directly with distributors.
Travel agents will receive training through webinars, online courses, and e-learning modules, including a specific Fez-Meknes module to enhance their knowledge of the destination.
The image strategy includes hosting press trips, influencers, and content creators from the French, German, Italian, and British markets.
'Rising Ouarzazate'
The 'Rising Ouarzazate' plan takes a complementary approach, repositioning the city as an exceptional destination at the crossroads of desert, cinema, and immersive experiences.
ONMT plans to produce audiovisual content in the UK, focusing on Ouarzazate's film history, displaying the region's legendary studios and spectacular landscapes that have served as backdrops for major productions. The region will also sponsor a British film in competition, with special visibility at the UK Film Festival, featuring its natural scenery.
Major European media outlets are involved, including Italian channel RAI 3, which filmed an episode of the program 'GEO' in Ouarzazate, focusing on the relationship between the territory, nomadic culture, and Amazigh traditions. Sky TV's culinary show Gamberorosso will dedicate a special episode to southern Moroccan cuisine in October.
Ouarzazate will host several major events, most notably the Desert Women's Summit in the second half of 2025, bringing together 150 female leaders from around the world to experience the spiritual intensity and inspirational power of the Moroccan desert.
The city will also welcome two major Spanish tourism conventions: CEAV (100 travel agents) in October and IDEMICE for the MICE network, as well as a Frameless event centered on artistic and sensory immersion.
Like Fez, Ouarzazate's plan includes international workshops, online training modules, and press and influencer trips throughout the second half of 2025. Special attention will focus on developing direct connections to these destinations, complementing efforts already made for the summer 2025 season.
With these twin plans, ONMT is sending the message that it's treating each destination as unique, with tailored approaches and local collaboration. Fez and Ouarzazate are set to reclaim their prominence as part of a strategy targeting all of Morocco's tourism territories and destinations.
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