Morocco's Office National Marocain du Tourisme (ONMT) and Italian maritime company GNV have signed a three-year agreement to develop tourism flows between Italy and Morocco. The deal was reached in Rabat on the sidelines of GNV's annual convention in Marrakech from October 2-5. Italy is a strategic market for Morocco, with 1.15 million Italian tourists visiting the country in 2025, 15% of whom arrived by sea.
The partnership aims to increase the number of passengers from Italy to 350,000 through enhanced promotion of the destination and development of maritime flows to Morocco. The agreement includes a joint communication campaign targeting the Italian market, featuring radio, television, influencer, and street marketing efforts. The campaign will also promote Morocco through GNV's network of travel agencies and on-board its ships.
The ONMT's new strategy focuses on experiences at the heart of destination promotion, highlighting Morocco's diverse regions and ways to explore the country. The partnership targets Italian travelers interested in road trips, 4x4 excursions, and eco-tourism. GNV's maritime network offers direct access to Morocco with personal vehicles, allowing travelers to discover multiple regions and create their own itineraries.
The agreement also supports the Marhaba Operation, which facilitates travel for millions of Moroccans living abroad, particularly in Italy. Developing maritime flows is crucial for both tourism and mobility between the two Mediterranean shores. The cooperation between ONMT and GNV builds on previous exchanges, including the launch of GNV's new ship, Aurora, dedicated to the Moroccan destination.
GNV, an Italian company within the MSC group, is a major player in passenger and vehicle transport in the Mediterranean. Its network connects several destinations from Italy, including Morocco, and relies on a network of travel agencies. The partnership with ONMT aims to expand access to the Moroccan destination, increase its visibility among Italian travelers, and establish it as a preferred travel choice.
The collaboration between ONMT and GNV is part of a sustainable growth dynamic for tourism flows between Italy and Morocco. By combining ONMT's promotional power with GNV's maritime, commercial, and digital network, the partnership seeks to strengthen the maritime connection as a key driver of tourism development between the two Mediterranean shores.
The agreement reflects Morocco's efforts to enhance its tourism industry, with a focus on promoting experiences and diversifying its offerings. The partnership with GNV is expected to contribute to the growth of the Italian market, which is becoming increasingly important for Moroccan tourism. The deal is also seen as a step towards strengthening ties between the two countries and promoting cultural exchange.
Key points
- The ONMT and GNV agreement aims to increase the number of Italian tourists visiting Morocco to 350,000 over the next three years.
- The partnership includes a joint communication campaign targeting the Italian market through various channels.
- The agreement supports the Marhaba Operation, facilitating travel for millions of Moroccans living abroad.
