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| Office National Marocain du Tourisme | |
|---|---|
| Name | Office National Marocain du Tourisme |
| Formation | 1916 |
| Headquarters | Rabat |
| Region served | Morocco |
| Leader title | Directeur Général |
| Parent organization | Ministry of Tourism |
Office National Marocain du Tourisme is Morocco's national tourism agency responsible for promotion, planning, and regulation of the tourism sector across Morocco, headquartered in Rabat and interacting with ministries and international organizations. Founded during the early 20th century, it operates within a landscape shaped by Moroccan monarchy institutions and national development plans. The agency liaises with regional councils, foreign embassies, and global bodies to attract visitors to cities such as Casablanca, Marrakech, Fès, Rabat, Tangier, and Agadir.
The institution traces roots to policies under the French Protectorate and later reforms during the reign of Mohammed V and Hassan II, with modernization accelerated under Mohammed VI. Early mandates intersected with colonial-era infrastructure projects like the Tangier International Zone and rail expansions by the Compagnie des chemins de fer du Maroc. Post-independence initiatives tied the agency to national plans such as the Plan d'Investissement, urban redevelopment in Marrakech Medina, preservation efforts at Fes el Bali, and cultural festivals including the Marrakech International Film Festival. The agency adapted through global events including the 1973 oil crisis, the rise of low-cost carriers, and frameworks set by the United Nations World Tourism Organization.
The office functions under oversight from ministerial structures and royal directives associated with the Royal Cabinet of Morocco and works alongside institutions like the Agence pour le Développement du Grand Casablanca and regional Wilaya administrations. Its governance includes a board comprising representatives from the Ministry of Tourism, private sector actors such as the Confédération Générale des Entreprises du Maroc, hospitality chains including AccorHotels, and local authorities from provinces like Souss-Massa and Rabat-Salé-Kénitra. Executive leadership coordinates with agencies such as the Ministry of Interior (Morocco), the Ministry of Culture (Morocco), and parastatals linked to heritage sites like Hassan II Mosque stewardship.
The agency's core functions span destination marketing, product development, standards and classification work for hotels like those operated by Sofitel and Atlas Hospitality, training initiatives with vocational bodies such as the Office de la Formation Professionnelle et de la Promotion du Travail, and statistical reporting akin to practices by the World Bank and International Monetary Fund. It issues guidelines aligned with international codes from UNWTO and collaborates on sustainable tourism programs inspired by the Convention Concerning the Protection of the World Cultural and Natural Heritage. Responsibilities include coordinating events at venues such as Jemaa el-Fnaa, informing transport links with operators like Royal Air Maroc and port authorities in Casablanca Port, and contributing to strategies for attractions such as the Aït Benhaddou kasbah.
Marketing campaigns have targeted source markets represented by national tourism offices in cities such as Paris, Madrid, London, New York City, Beijing, and Moscow while partnering with media outlets like Le Matin (Morocco), broadcasters such as 2M (TV channel), and international travel trade fairs including ITB Berlin and WTM London. Promotional efforts highlight focal points including the Atlas Mountains, Sahara Desert, culinary routes in Essaouira, cultural heritage in Chefchaouen, and golf courses in Taghazout. Digital strategies interface with platforms and partners such as Booking.com, Airbnb, TripAdvisor, and global social campaigns influenced by practices from VisitBritain and Tourism Australia.
The agency engages with regional bodies such as the African Union and economic organizations like the Arab League, participates in bilateral tourism agreements with countries including Spain, Portugal, Turkey, and China, and cooperates with multilateral institutions such as the European Union and UNESCO on heritage conservation. It partners with airlines including Iberia and Air France, cruise lines docking at Tanger-Med and Casablanca Port, and regional development funds like the African Development Bank for infrastructure projects in regions such as Guelmim-Oued Noun.
Funding mechanisms include state appropriations from the Ministry of Economy and Finance (Morocco), revenues from promotional services, partnerships with private sector entities like Marriott International and investment vehicles, and contributions tied to tourism taxes levied in urban municipalities such as Agadir. Budget planning references macroeconomic indicators reported by the Haut-Commissariat au Plan and financial frameworks similar to those used by international lenders including the European Investment Bank.
The agency monitors indicators such as international arrivals at airports like Marrakech–Menara Airport, hotel occupancy rates in Casablanca, tourism receipts tracked by the Office des Changes, and employment in hospitality linked to operators such as Accor and regional riads in Medina of Fes. Its reporting informs national targets for visitor growth from markets including France, Spain, United Kingdom, Germany, and United States and measures contributions to infrastructure projects like the Al Boraq high-speed rail service. Cultural events promoted through its networks include the Essaouira Gnaoua Festival, the Fez Festival of World Sacred Music, and the Marrakech Biennale, with outcomes evaluated against benchmarks from organizations such as the World Travel & Tourism Council.
Category:Tourism in Morocco Category:Government agencies of Morocco