Morocco's ONMT Eyes Asian Market, Targets China as Key Tourism Giant
Rabat – Morocco's National Tourism Office (ONMT) is strengthening ties with China's gigantic tourism market through a roadshow, with a wide range of events in Beijing and Shanghai from February 17 to 22.
In a statement today, ONMT announced that this initiative follows the reopening of Royal Air Maroc's (RAM) Casablanca-Beijing route and the launch of China Eastern's Shanghai-Casablanca connection in January.
The delegation includes Moroccan travel agencies, luxury hotels, and tourism professionals, working alongside the National Tourism Council (CNT).
On the menu, meetings are planned with leading platforms such as Ctrip and TikTok, suggesting a strategic intent to attract Chinese tourists.
The action is part of a larger effort to restart and consolidate the presence of Morocco in China, one of the main stakeholders in global tourism.
China remains a global leader in outbound tourism, with 155 million international trips recorded in 2019.
As the sector recovers, Morocco is focusing on high-end segments such as luxury tourism and tailor-made travel experiences.
ONMT has organized a series of promotional actions in China throughout 2024 in collaboration with trade and marketing professionals.
These include participation in international tourism fairs such as ITB China 2024, collaboration with key industry operators, and digital outreach through Chinese social media.
With over 4.15 million millionaire households in China as of 2023 and an interest in luxury travel on the rise, Morocco is confident it can attract high-value tourists.
'This roadshow is an important step in positioning Morocco as a premium destination for Chinese tourists,' ONMT statement concluded.
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