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| Moroccan National Tourist Office | |
|---|---|
| Name | Moroccan National Tourist Office |
| Native name | Office National Marocain du Tourisme |
| Formation | 1914 |
| Headquarters | Rabat, Morocco |
| Region served | Morocco |
| Leader title | Director General |
Moroccan National Tourist Office
The Moroccan National Tourist Office is the national tourism agency responsible for promoting Morocco as a travel destination. It operates within the context of Morocco's modern institutions and works alongside entities such as the Ministry of Tourism (Morocco), regional councils like the Rabat-Salé-Kénitra council, and international organizations including the United Nations World Tourism Organization, the European Travel Commission, and the African Union.
The agency traces roots to early 20th-century initiatives during the French Protectorate in Morocco era and institutional developments following the Treaty of Fez (1912), interacting with colonial administrations in Casablanca and Tangier. Post-independence periods saw alignment with monarchic reforms under Mohammed V and later Hassan II, while modernization accelerated during the reign of Mohammed VI. The office has adapted through global events such as the 1973 oil crisis, the 1999 Marrakech bombing (Hotel Atlas incident), and responses to pandemics including the COVID-19 pandemic. It has engaged with international frameworks like the UN Sustainable Development Goals and tourism accords discussed at venues such as COP22 in Marrakech.
The institution is structured with a Director General appointed by royal decree working alongside oversight from ministries including the Ministry of Tourism (Morocco), the Ministry of Interior (Morocco) for regional coordination, and the Ministry of Foreign Affairs (Morocco) for diplomacy. It liaises with regional investment bodies such as the Moroccan Investment and Export Development Agency and local authorities in metropolitan areas like Casablanca, Fès, and Marrakesh. The board draws expertise from stakeholders including the Confédération Générale des Entreprises du Maroc, hospitality federations like the Fédération Nationale de l'Hôtellerie, and cultural institutions such as the Institut Royal de la Culture Amazighe.
Primary functions encompass destination marketing, statistical research, destination development, and stakeholder coordination. The office produces tourist statistics aligning with standards of the United Nations World Tourism Organization and collaborates with transport partners such as Royal Air Maroc, ONCF, and ports in Tanger-Med. It supports events including the Marrakech International Film Festival, the Fez Festival of World Sacred Music, and sporting events like the Rallye du Maroc. Work extends to product development in regions such as the Draa-Tafilalet and Souss-Massa, heritage promotion at sites like Aït Benhaddou and the Kasbah of the Udayas, and rural tourism linked to programs with the High Commission for Planning (Morocco).
Marketing strategies emphasize key source markets including France, Spain, United Kingdom, Germany, United States, United Arab Emirates, Saudi Arabia, and China. Campaigns use international fairs such as ITB Berlin, WTM London, and FITUR in Madrid. Digital outreach leverages partnerships with platforms like Booking.com, Airbnb, and international media outlets such as BBC, Le Monde, The New York Times, and El País. Collaboration occurs with airlines like Air France and low-cost carriers serving Agadir and Nador, while promotional content features cultural signposts including Jemaa el-Fnaa, Chefchaouen, and Essaouira.
The office maintains bilateral and multilateral ties with national tourism boards such as Atout France, Tourism Ireland, VisitBritain, Germany National Tourist Board, and Tourism Australia. It engages with regional organizations including the Arab League and the Economic Community of West African States on tourism corridors, and with international financial institutions like the World Bank and African Development Bank on infrastructure projects. Partnerships include collaborations with UNESCO for World Heritage sites such as Medina of Fez and Historic City of Meknes, and academic links with universities like Université Mohammed V and Al Akhawayn University.
Funding streams comprise state allocations, levies on hospitality and airport taxes administered at airports such as Mohammed V International Airport, and joint financing from public-private partnerships with hotel groups like AccorHotels and Barcelo Hotels & Resorts. The office coordinates budgeting with the Ministry of Economy and Finance (Morocco) and audits that may involve the Court of Accounts (Morocco). Financial management practices align with donor-funded project frameworks used by entities such as the European Investment Bank and bilateral development agencies including Agence Française de Développement.
The office is credited with contributing to growth in arrivals linked to major initiatives like the development of Marrakesh-Menara Airport and expansion of Tanger-Med Port, supporting hospitality expansion in Sidi Ifni and Ouarzazate. Criticism has focused on perceived urban-rural imbalances affecting areas like the Rif and High Atlas, debates over sustainable tourism in fragile sites such as Aït Benhaddou and Ifrane National Park, and concerns raised by NGOs including Amnesty International over rights in zones affected by tourism development. Academic analyses from institutions like Sciences Po and University of Oxford have examined tourism policies, cultural commodification in places like Jemaa el-Fnaa, and economic leakage affecting small enterprises represented by Union de l'Artisanat.
Category:Tourism in Morocco Category:Government agencies of Morocco