The Moroccan National Tourist Office has launched a new initiative to unify its vision and enhance the performance of the sector.
According to a statement from the office, its president, Asraf Fida, announced during this exceptional meeting in Rabat—a gathering of all staff from the headquarters and external delegations—a new dynamic reflecting a strong conviction of the importance of reinforcing internal cohesion as a fundamental entry point for developing the sector.
The founding meeting demonstrated a clear willingness to unify objectives and establish a results-oriented culture, motivating every employee to actively contribute to collective projects. This initiative aims to establish an institutional culture based on performance, trust, and flexibility by valuing competencies, improving information flow, simplifying procedures, and breaking down barriers between different departments within the organization.
This initiative is part of a comprehensive strategy to reposition Morocco on the global tourism map, especially following the launch of major promotional campaigns such as “Morocco, the Land of Football,” which established a unified and popular narrative, alongside quality programs like “Shining Fès” and “Rising Ouarzazate” that highlighted destinations with significant heritage, cultural, and natural potential. The office has also signed strategic partnerships with major global players to enhance air connectivity and international media presence, aiming to increase the kingdom’s appeal in priority tourism markets.
The office regards the Rabat meeting as a pivotal moment to establish a new approach based on collective intelligence, transparency, and active engagement, which is expected to lead to the preparation of a renewed roadmap that aligns with major national challenges, primarily the organization of the Africa Cup of Nations 2025 and the World Cup 2030.
In its next phase, the new dynamic will extend to involve sector professionals, represented in the National Confederation of Tourism, in a collective thinking workshop aiming to formulate an integrated and effective strategy capable of keeping pace with transformations and opening new horizons for the development of Moroccan tourism in the coming years.
