The Moroccan National Tourist Office (MNTO) is ramping up its efforts to promote the destination in Canada and strengthen ties with the travel trade—starting with a dazzling event in Toronto.
Discover Morocco: A Journey Through Culture, Adventure, and Hospitality, hosted by the MNTO and Siren Communications on 07APR, marked the first stop on a three-city North American roadshow (followed by Boston and Chicago).
Over 100 travel advisors sipped mint tea, sampled tajine, and connected with Morocco’s tourism partners, which underscored a serious mission: educating the trade on everything Morocco has to offer.
"The main goal of the event today is to educate about Morocco and show the kinds of experiences you can have there, because people don't know about it," Siham Fettouhi, Director of North America for the Moroccan National Tourist Office, told Open Jaw at the event.
Plans are already underway to extend the roadshow to Western Canada this fall, though specific details are still being finalized.
“Our aim is to give travel advisors the right advice because when the seller knows Morocco well, the traveller’s experience will be better,” Fahd Karrakchou, head of the MNTO’s Montreal office—which opened in OCT 2024—told Open Jaw.
The North American roadshow is part of the Kingdom’s global tourism strategy of "reinventing Moroccan tourism." The Kingdom aims to position itself among the world's top 15 travel destinations by 2030, with interim goals of welcoming 17.5 million tourists by 2026 and 26 million by 2030.
And they’re on the right track. By the end of 2024, the country welcomed 17.4 million tourists, surpassing its 2026 goal ahead of schedule and reflecting a 20% increase compared to 2023.
Trade Partnerships Critical to Growth Strategy
Strengthening relationships with travel advisors and tour operators is central to Morocco's expansion strategy, according to its global tourism roadmap. For the Canadian market specifically, Fettouhi emphasized the trade is "very, very important", highlighting their function as both sales channel and essential knowledge ambassadors.
"For the North American market, Morocco is considered a long-haul destination, so you want to rely on your travel advisor. In other markets, we might speak directly to consumers, but here in Canada, we need to work with and support those who sell the destination," she says.
The MNTO is also working to spread the word about Morocco through consortia like Ensemble and Virtuoso, noted Karrakchou. A Morocco specialist program is also in the works.
Fettouhi's message to travel advisors is simple: "Come visit. Be part of our FAM trips, and see it for yourself. You'll see that you're missing out."
Air and Infrastructure to Match Ambition
To support its ambitious tourism targets, Morocco boasts significant expansion of air capacity and infrastructure.
Direct flights from Toronto and Montreal arrive in Morocco in just over seven hours. Current direct flight options include:
- Montreal to Marrakech: Twice weekly direct with Transat
- Toronto to Casablanca: Three times weekly direct with Royal Air Maroc
- Montreal to Casablanca: Seven times weekly with Air Canada
- Montreal to Casablanca: 10 times weekly with Royal Air Maroc
A new $1.55 billion terminal at Casablanca’s Mohammed V Airport (CMN) will triple capacity to 23.3 million passengers annually by 2030, and plans are in place to expand Marrakesh Menara Airport (RAK) capacity to 14 million passengers.
Morocco in a Flash
When asked why Canadians should consider Morocco, Fettouhi drew compelling parallels: "Why do Canadians go to Europe? Because of the culture, the food, the romance, the history. What I'm describing is the quintessence of Morocco. So you've been to Italy or Spain—what about Morocco? It's the safest country in Africa, it's accessible, it's an explosion of sensations and emotions—it's just that people don't know about it."
As for the ideal client?
"Definitely for curious travellers,” she says. “When you take a transatlantic flight you’re looking for something different. You can do it with your kids, couples, honeymoon, have your wedding there… There are so many options, but you need to be curious."
In her presentation to travel advisors, Fettouhi showcased Morocco’s diverse appeal beyond iconic cities like Casablanca and Marrakesh. She spotlighted gems like Chefchaouen, famed for its striking blue-washed buildings, and Ouarzazate, captivating film enthusiasts as a backdrop for many Hollywood blockbusters.
