3 days ago
Forbes Recognizes Adel El Fakir for His Leadership in Morocco's Tourism, Aviation
Rabat – Adel El Fakir, a Moroccan leader in tourism and aviation, has been named one of Forbes Middle East's Top 100 Travel and Tourism Leaders for 2025. He is currently the Director General of Morocco's National Airports Authority (ONDA) and was previously the head of the Moroccan National Tourism Office (ONMT).
Under his leadership, Morocco launched major tourism campaigns, including the award-winning 'Morocco: Kingdom of Light,' and now he is overseeing the expansion and modernization of airports across the country in preparation for events like the 2030 World Cup.
El Fakir has a diverse educational background that has shaped his career in business, marketing, and leadership. He earned a Bachelor's in Finance from ISCAE, where he gained hands-on experience and a passion for business and marketing.
He then completed a Diplôme d'études supérieures spécialisées (DESS) in marketing at Université Toulouse 1 Capitole, studying alongside Moroccan and French instructors while working full-time, which helped him connect theory with real-world business practice.
To broaden his perspective, he pursued an MBA in International Business at École des Ponts ParisTech and École Hassania des Travaux Publics in Casablanca. Later, he completed a Certificate in Corporate Governance at the Institut Marocain des Administrateurs, which gave him deep insight into business ethics, governance, and sustainability. This rich education provided the foundation for his success in both tourism and aviation leadership.
Championing the Moroccan tourism brand
El Fakir was appointed Director General of the Moroccan National Tourism Office (ONMT) in 2018. It was during this tenure that he launched the 'Morocco: Kingdom of Light' campaign in April 2022, targeting 19 to 20 international markets with multimedia advertising across TV, digital platforms, outdoor signage, cinema, and more.
The campaign resonated globally, earning the title Best International Promotional Campaign from France's esteemed media TourMaG, and Best Destination Campaign from Spain's leading daily, La Razon.
It also clinched the Travel d'Or in France (2023) as the most beloved marketing campaign by the French public.
El Fakir's digital ingenuity was further affirmed when the ONMT campaign 'Moments in Morocco' received Expedia's best digital campaign award for the EMEA region in 2019.
In recognition of his leadership, media and tourism peers named him Tourism Personality of the Year in 2024 as part of the first edition of the Morocco Tourism Awards.
His impact garnered attention from Forbes Middle East, which ranked him 18th in its 2023 Top 100 Travel & Tourism Leaders in the MENA, a first for a Moroccan leader in the Top 20.
Throughout his ONMT leadership, El Fakir orchestrated strategic airline partnerships, steered promotional 'Light Tours' across global capitals, and established the 'Light In Action 2026' plan to sustain Morocco's upward momentum in tourism appeal.
A new flight path: leading Morocco's airports
In June 2024, King Mohammed VI appointed El Fakir Director General of the National Airports Office (ONDA). During this transition, ONMT's Board of Directors commended his achievements in transforming the tourism office and wished him success in steering ONDA's modernization.
'The Board of Directors thanked M. Adel El Fakir for his work during the last 6 years at the head of the Moroccan National Tourism Office, while praising the positive results and the success of the various programs launched by the Office during his tenure,' ONMT said in a statement.
They also expressed confidence in his new responsibilities as CEO of ONDA, where he is now managing strategic projects, restructuring the institution, and modernizing Morocco's airports.
Earlier this year, El Fakir unveiled 'Airports 2030,' a bold roadmap aimed at transforming Morocco's airport network. The plan focuses on three main areas: expanding infrastructure, enhancing the passenger experience, and modernizing ONDA's institutional framework.
Under the infrastructure expansion pillar, Mohammed V Airport is set to increase its capacity from 14 million to 35 million passengers by 2029, while airports in Marrakech, Agadir, Tangier, and Fez are also slated for capacity doubling.
To improve the passenger experience, the plan focuses on digitization, including automated baggage handling, streamlined access, and seamless journeys from check-in to boarding.
Institutional transformation is another key focus, with efforts to modernize ONDA's operational structure and strengthen collaboration with agencies such as the DGSN, Customs, Gendarmerie, and the Ministry of Transport, aiming to embed agility and efficiency across the organization.
Tangible milestones under El Fakir's leadership also include the March 2025 start of a new terminal at Mohammed V Airport, which will have a 20-million passenger capacity and a $1.6 billion investment, scheduled for completion in 2029 in anticipation of the 2030 World Cup.
In 2024, the ONDA network handled 32.7 million passengers, marking a 21% increase year-on-year, with international traffic rising 20% and domestic traffic surging 30%.
He also appointed new directors at Nador El Aroui and Agadir Al Massira airports to manage rapid passenger growth, with Agadir handling 3.1 million passengers (up 36%) and Nador exceeding 1.05 million in 2024.
Morocco plans MAD 42 billion ($4.2 billion) in airport investments by 2030, with the aim of positioning Mohammed V as a major intercontinental hub, with projections of 60 million passengers by 2030 and 90 million by 2035. Tags: Adel el fakirForbesONDAONMT
