Morocco's National Tourist Office (ONMT) and Italian shipping company GNV have signed a three-year agreement to increase tourist flows between Italy and Morocco. The deal, signed on the sidelines of GNV's annual convention in Marrakech from October 2 to 5, aims to promote Morocco in the Italian market and expand maritime travel between the two countries. This partnership seeks to capitalize on the growing interest in Morocco as a tourist destination.
The agreement sets out a joint action plan to promote Morocco and expand maritime travel, with a goal of increasing the number of passengers traveling from Italy to Morocco to 350,000. This target represents a significant increase from previous years, reflecting the growing appeal of Morocco as a tourist destination. Italy remains a strategic tourism market for Morocco, with around 1.15 million Italian tourists visiting the country in 2025.
The partnership includes a joint communication campaign targeting Italian travelers through various channels, including radio and television advertising, influencer marketing, and street marketing. GNV's network of travel agencies will also play a key role in promoting Morocco as a tourist destination. Additionally, Morocco will receive greater exposure across GNV's digital and onboard platforms, including digital screens on its ships and the GNV App.
The initiative is part of ONMT's strategy to promote Morocco through travel experiences and showcase the diversity of destinations and activities available across the country. The partnership particularly targets Italian travelers interested in road trips, 4×4 travel, and ecotourism. Maritime connections allow visitors to bring their own vehicles to Morocco, giving them greater flexibility to travel between different regions during their stay.
The agreement also supports mobility linked to Operation Marhaba, which facilitates the annual return of millions of Moroccans living abroad. Italy hosts a significant Moroccan community, making maritime connections between the two countries important for both tourism and mobility. This cooperation builds on previous discussions between ONMT and GNV around new vessels and routes.
ONMT Director General Achraf Fayda and Matteo Catani, CEO of GNV, signed the agreement, marking a significant milestone in the two countries' tourism cooperation. The partnership is expected to have a positive impact on Morocco's tourism industry, which is a key sector of the country's economy. By strengthening ties with Italy, Morocco aims to diversify its tourist markets and attract more visitors.
The cooperation between ONMT and GNV is a testament to Morocco's efforts to promote its tourism industry and attract more visitors from around the world. With its rich cultural heritage, diverse landscapes, and vibrant cities, Morocco offers a unique travel experience that appeals to tourists from various countries, including Italy. The new agreement is expected to further boost tourism flows between the two countries.
Key points
- Morocco and Italy have signed a three-year agreement to boost tourist flows between the two countries.
- The partnership aims to increase the number of passengers traveling from Italy to Morocco to 350,000.
- The agreement includes a joint communication campaign targeting Italian travelers through various channels.
