ONMT wants to boost internal tourism
“Beyond the construction of the brand and its strategic framework, we have carefully studied the expectations of our fellow citizens, to understand their needs and what motivates them,” said Adel El Fakir, Director General of the ONMT. The objective of “Ntla9awfbladna” is to address Moroccans to encourage them to discover all the riches that Morocco offers and remind them that “our country has all the assets to meet their tourism needs” explains A El Fakir on the occasion of the launch of the new multi-media campaign. For the ONMT, this initiative comes at an important time for the revival of tourist activity in the country. A moment all the more crucial as professionals in the sector have expressed the need for a strong campaign to ensure the next summer season. “We are convinced of the enormous potential that domestic tourism represents for the sector. If today it supplies nearly a third of tourists, we believe that eventually one in two tourists could be a domestic traveler. Today and more than ever, Moroccans want to travel and the sector needs to be stimulated, ”says Adel El Fakir.
A study conducted by the ONMT revealed that nearly 60% of Moroccans wish to travel in summer, if sanitary conditions permit. “Taking into consideration the fact that 95% of Moroccans decide on their travel destination a maximum of one month before departure, the coming weeks will be decisive in the choice of destinations, taking into account the health security measures put in place by the authorities », Notes the ONMT. The study specifies that internal tourism is the main supplier of tourists in Morocco. In fact, in 2019, domestic tourists generated 7.8 million overnight stays, or 31% of all overnight stays in classified establishments. With an average annual growth of 7.7%, it is also a segment with very high potential, which has almost doubled in the last ten years.
The campaign was launched yesterday on social networks and Moroccan television channels and will be followed subsequently by a communication device on the online and print press, radio and urban advertising ensuring optimal coverage over three months. .
The launch of “Ntla9awfbladna” is thus the first milestone of the internal tourism component of the ONMT’s global strategy, the objective of which is to stimulate demand. On the supply side, the ONMT ensures that it is in permanent contact with professionals in the sector. “Tourism Marketing Days Regions” are also planned in the next few days.