The Moroccan National Tourism Office (ONMT) is participating in the World Travel Market in London, one of the main international tourism industry events, from November 3 to 5, 2026. The ONMT has set up an 850m² pavilion with 47 co-exhibitors, including eight regional tourism councils. This participation aims to strengthen Morocco's presence in the British market, which has seen significant growth, with nearly one million tourists visiting the country as of August 2026, a 7% increase.
The British market has shown a strong growth in tourism to Morocco, with 995,663 British tourists visiting the country as of August 2026, generating almost 3.4 million overnight stays. When including Ireland, the number of visitors rises to 1,065,715. The growth is attributed to increased air connectivity, with eight airlines linking 12 British airports to eight Moroccan destinations. For the summer 2026 and winter 2026-2027 seasons, the programmed capacity has reached 1.97 million seats, a 7% increase.
The ONMT's participation in the World Travel Market includes a strong representation of the tourism industry, with major hotel chains, national and international groups, travel agencies, and business tourism specialists. The regional tourism councils of Marrakech-Safi, Agadir Souss-Massa, Fès-Meknès, Casablanca-Settat, Rabat-Salé-Kénitra, Drâa-Tafilalet, Béni Mellal-Khénifra, and Dakhla-Oued Eddahab are also participating. Marrakech-Safi and Agadir Souss-Massa are being highlighted as key destinations.
In addition to promoting Morocco's tourism industry, the ONMT organized a special event at the Wallace Collection in London, around the exhibition "Winston Churchill: The Painter". The event, held on November 3, 2026, brought together art, history, and tourism, showcasing the historical and artistic links between Churchill and Morocco. Churchill had a deep affection for Morocco, which inspired many of his paintings, including his famous depiction of the Koutoubia mosque tower.
The exhibition features several of Churchill's works, including the famous painting of the Koutoubia mosque tower, which was gifted to US President Franklin D. Roosevelt. The painting has since been sold at auction, highlighting its significance as a cultural artifact. Members of Churchill's family attended the event, adding to its importance.
The ONMT's initiative is part of a new strategy to promote Morocco's cultural attractions and position the country as a premium tourist destination. By highlighting the country's cultural heritage and links to international figures, the ONMT aims to attract high-end tourists and increase Morocco's visibility in the global tourism market.
The ONMT's participation in the World Travel Market and the event at the Wallace Collection demonstrate Morocco's commitment to promoting its tourism industry and cultural attractions. The country's tourism industry is expected to continue growing, with a focus on developing new opportunities and strengthening partnerships with tour operators and travel agencies.
Key points
- Morocco's National Tourism Office (ONMT) participates in the World Travel Market in London to promote the country's tourism and cultural attractions.
- The British market has shown significant growth in tourism to Morocco, with a 7% increase in visitors as of August 2026.
- The ONMT is promoting Morocco's cultural attractions, including the country's links to Winston Churchill, as part of a new strategy to position the country as a premium tourist destination.
