Morocco and TripAdvisor partner to reach 5.3 million overnight stays by 2029

The Moroccan National Tourist Office (ONMT) announces an unprecedented partnership with the world leader in travel, TripAdvisor, with the aim of boosting Morocco's tourism industry. The official signing took place at TripAdvisor's headquarters in Needham (United States), between Adel El Fakir, Director General of the ONMT, and Matt Goldberg, CEO of TripAdvisor, Inc.

Until now, the ONMT had only concluded short-term agreements, generally annual or seasonal, with the giant TripAdvisor. This new collaboration will span ten tourist seasons, from summer 2024 to winter 2029, with the objective of increasing the number of tourist overnight stays from 2.6 million to 5.3 million within 5 years, thanks to a constant annual growth of 15%.

The source markets that will contribute to achieving this growth include France, the United Kingdom, North America, the Nordic countries, Germany, Switzerland, Ireland, and Italy, with the potential to include additional markets as the agreement progresses.

For the ONMT, it is an opportunity to strengthen and consolidate Morocco's position as a preferred tourist destination, by implementing advanced marketing strategies, including content creation, influencer marketing, and awareness campaigns.

This alliance with TripAdvisor is thus part of its overall strategy, dubbed Light In Action, which aims to enhance the visibility and brand image of Morocco on a global scale.