After welcoming more than 14.5 million visitors in 2023, The Moroccan National Tourist Office (OMNT) has introduced two new major initiatives to boost tourism, invest in accommodation, and enhance the country’s global appeal. The first is a marketing campaign that aims to enhance the country’s global appeal through collaborations and influencer marketing. 

Focusing on innovative digital strategies to attract more international visitors through social media, the ONMT is aiming for a 15% increase in seats (4.3 million) for the 2024-2025 season and will prioritise distribution and the airline sector. 

Simultaneously, the Moroccan Ministry of Tourism launched the Cap Hospitality program, a strategic initiative designed to upgrade Morocco’s tourism accommodations. This program emphasises the improvement of infrastructure, enhancement of service quality, and the adoption of sustainable practices within the hospitality industry. Cap Hospitality aims to align Morocco’s accommodations with international standards, ensuring that tourists receive a high-quality experience during their stay. This would bring many of Morroco’s tourist accommodations in line with other regions in the Middle East. 

The Cap Hospitality initiative includes comprehensive training programs for hospitality staff, encouraging the adoption of best practices and using advanced technologies to improve guest experiences. The program supports renovating and modernising existing hotels and the development of new, eco-friendly lodging options. By focusing on sustainability, Morocco aims to attract a growing number of environmentally conscious travellers and position itself as a leader in sustainable tourism.