The Morocco Pavilion is present at major international tourism events, including FITUR in Madrid, ITB Berlin, Arabian Travel Market in Dubai, ITB China in Shanghai, IFTM Top Résa in Paris, World Travel Market in London, and IBTM World in Barcelona, promoting Morocco at key global gatherings for the tourism industry.
Each year, these trade fairs bring together hundreds of thousands of tourism professionals, thousands of exhibitors and leading decision-makers across the tourism value chain. They serve as strategic platforms where partnerships that influence market programming, air connectivity, and travel flows are negotiated.
Agreements concluded during these events generate tangible benefits for Morocco, including airline partnerships that increase air links to the Kingdom, stronger representation in the catalogues of major tour operators, and wider distribution of the country’s tourism offering.
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This momentum contributes to the continued growth of tourist arrivals and supports a sector that generated MAD 138 billion in foreign currency revenues.
Against this backdrop, ONMT plans to redesign the Morocco Pavilion to better meet the expectations of international markets and the needs of Moroccan tourism professionals. The objective is to turn each exhibition space into a driver of economic development for the country’s tourism ecosystem.
The new pavilion will be organized around three complementary areas. The Main Zone will bring together Moroccan tourism operators, Regional Tourism Councils, the national airline and cultural activities. The Territorial Immersion Zone will offer visitors a sensory journey through Morocco’s regions with a different scenography for each trade fair. The Premium Partners Zone will host hotel groups, destination management companies (DMCs) and inbound travel agencies in a space designed to enhance their visibility among international buyers.
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For the first time, ONMT will also open the Morocco Pavilion to the entire tourism value chain. Restaurants, tourist transport providers, activity agencies, excursion operators, outdoor leisure specialists and creators of cultural experiences will be able to showcase their expertise to industry professionals. According to ONMT, this broader participation will better reflect the diversity of Morocco’s tourism offering and encourage new business partnerships.
The visitor experience will be built around an immersive scenography highlighting Morocco’s regions through 10 flagship themes: culture, desert, Ocean Waves, city breaks, nature and trekking, seaside tourism, sports, handicrafts, gastronomy and MICE (Meetings, Incentives, Conferences and Exhibitions).
Adapted to the characteristics of each market, this approach aims to promote Morocco’s regions while presenting a coherent image of the destination. Living heritage will also be showcased through culinary demonstrations, handicraft workshops, artistic performances and immersive digital experiences.
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Through this new generation of the Morocco Pavilion, ONMT aims to strengthen Morocco’s competitiveness as a tourism destination and expand partnerships with international tour operators and airlines. The pavilion is intended to serve as a strategic tool supporting the development of the Kingdom’s tourism sector.
