The Office National Marocain du Tourisme (ONMT) and Italian maritime company GNV have signed a three-year partnership to develop tourism flows between Italy and Morocco. The agreement was reached in Rabat, on the sidelines of GNV's annual convention held in Marrakech from October 2-5. This partnership aims to strengthen the promotion of Morocco as a tourist destination and increase the number of passengers traveling between the two countries.
Italy is a strategic market for Morocco, with 1.15 million Italian tourists visiting the Kingdom in 2025, 15% of whom arrived by sea. The partnership targets 350,000 passengers from Italy, with a focus on promoting the destination and developing maritime flows. A joint communication campaign will be launched on the Italian market, featuring radio, television, and social media advertising, as well as promotional activities in GNV's travel agencies.
The partnership will also provide a presence on GNV's ships, with digital screens, the GNV APP Maroc application, and onboard radio. This will help to promote Morocco as a tourist destination and provide travelers with information on the country's diverse regions and experiences. The ONMT's new strategy focuses on experiences and highlighting the diversity of Morocco's territories and ways to discover the country.
The partnership targets Italian travelers interested in road trips, 4x4 excursions, and eco-tourism. The maritime network offers direct access to Morocco with travelers' own vehicles, allowing them to explore multiple regions and create their own itineraries. This aligns with the ONMT's goal of promoting Morocco as a destination that offers a range of experiences.
The partnership also supports the Marhaba operation, which facilitates the travel of millions of Moroccans living abroad, with a significant presence in Italy. Developing maritime flows is crucial for both tourism and mobility between the two Mediterranean countries. GNV, a major player in passenger and vehicle transport, operates a network that connects several destinations from Italy, including Morocco.
The cooperation between ONMT and GNV builds on previous exchanges, including the launch of GNV's new ship, Aurora, which is dedicated to the Morocco route. The partnership provides a framework for development over the next three years. GNV's parent company, MSC, is a major player in the Mediterranean transport market.
The partnership aims to increase the accessibility of Morocco as a tourist destination, strengthen its visibility among Italian travelers, and promote sustainable growth in tourism flows between the two countries. The collaboration combines the ONMT's promotional expertise with GNV's maritime, commercial, and digital network.
Key points
- Morocco and Italy's GNV have partnered to boost tourism between the two countries.
- The partnership aims to increase the number of Italian passengers traveling to Morocco to 350,000.
- The agreement includes a joint communication campaign and promotional activities on GNV's ships.
