ONMT launches new Morocco tourism pavilion for 2027 global fairs

Morocco’s National Tourism Office (ONMT) has launched a call for tenders for the design, construction, programming, and management of a new-generation Morocco Pavilion, which will represent the destination at key professional events around the world. According to a statement, the setup will be rolled out in 2027 at the seven leading tourism trade fairs, with the aim of supporting «the destination’s development strategy in its priority markets».

The pavilion will be present at FITUR in Madrid, ITB Berlin, Arabian Travel Market in Dubai, ITB China in Shanghai, IFTM Top Resa in Paris, World Travel Market in London, and IBTM World in Barcelona, bringing together professionals, exhibitors, and decision-makers from across the tourism value chain and influencing the various segments of the tourism ecosystem to Morocco’s benefit. «This is the mechanism that fuels the growth of tourist flows to the Kingdom and supports the performance of a sector that generated 138 billion dirhams in foreign-currency revenues», the source said.

Against this backdrop, the pavilion’s redesign will reflect the evolution of these challenges. To that end, «the setup will be organized around three complementary areas»: a main zone, one dedicated to territorial immersion, and another reserved for premium partners, in order to «strengthen their visibility among international buyers».

For the first time, the Morocco Pavilion will be open to the entire value chain, including «restaurant operators, tourist transport providers, activity agencies, excursion operators, outdoor leisure specialists, and creators of cultural experiences», in line with «a more comprehensive vision of Morocco’s offering» and aimed at encouraging «the emergence of new commercial partnerships».

The visitor journey links Morocco’s regions to ten experiences: «culture, desert, ocean waves, city break, nature & trekking, seaside, sport, crafts, gastronomy, and MICE», in order to «showcase the distinctive features of each territory while presenting a coherent view of the Morocco destination».