The Moroccan National Tourism Office (ONMT) is participating in the World Travel Market in London from November 3 to 5, 2026. The event is one of the main international gatherings for the tourism industry. The Moroccan pavilion was inaugurated on Tuesday in the presence of Morocco's ambassador to the UK, Hakim Hajoui, and ONMT's Director General, Achraf Fayda. This year's pavilion covers 850 square meters and features 47 co-exhibitors.
The ONMT's participation in the World Travel Market reflects the mobilization of Moroccan tourism professionals to develop the UK market. The delegation includes major hotel chains, national and international groups, travel agencies, and business tourism specialists. Eight Regional Tourism Councils are also participating, with Marrakech-Safi and Agadir Souss-Massa being highlighted as key destinations for British tourists. The ONMT's efforts are supported by major industry associations, including the National Tourism Confederation and the National Federation of Moroccan Travel Agencies.
The UK market has shown sustained growth for Morocco, with 995,663 British tourists visiting the country as of August 2026, representing a 7% increase. Including Ireland, the total number of visitors from the region reached 1,065,715. The growth is partly attributed to improved air connectivity, with eight airlines linking 12 British airports to eight Moroccan destinations. The programmed capacity for the summer 2026 and winter 2026-2027 seasons has reached 1.97 million seats, a 7% increase.
The ONMT is focusing on commercial partnerships with tour operators, booking platforms, and distribution networks to further boost growth. The office aims to achieve a contractual target of 1,355,000 passengers from the UK and Ireland, representing a 9% increase. By participating in the World Travel Market, the ONMT seeks to capitalize on its recent performance, consolidate existing partnerships, and explore new commercial opportunities.
The Moroccan tourism industry is working to convert the potential of the UK market into tangible economic benefits. The ONMT's strategy involves promoting Morocco's diverse destinations and increasing the country's visibility in the UK market. By strengthening partnerships with British tourism stakeholders, the ONMT aims to increase Morocco's market share and attract more British tourists.
The participation of eight Regional Tourism Councils in the World Travel Market highlights the importance of territorial marketing in Morocco's tourism strategy. By showcasing the country's different regions, the ONMT and its partners aim to distribute tourism flows more evenly and promote lesser-known destinations. This approach is expected to contribute to the country's economic development and create new opportunities for local communities.
As the World Travel Market continues, the ONMT is expected to announce new partnerships and initiatives to support Morocco's tourism growth. The office's efforts to boost the UK market are part of a broader strategy to diversify Morocco's tourism markets and achieve sustainable growth. With its rich cultural heritage and diverse natural attractions, Morocco is well-positioned to attract more British tourists and increase its market share.
Key points
- Morocco's ONMT aims to increase its UK market share by 9% through commercial partnerships and promotional activities.
- The UK market has shown sustained growth for Morocco, with 995,663 British tourists visiting the country as of August 2026.
- The ONMT's participation in the World Travel Market reflects the mobilization of Moroccan tourism professionals to develop the UK market.
