The event brought together tourism officials, industry experts, as well as representatives from the hospitality and airline sectors, all united in a shared vision to promote Africa as a competitive and appealing tourist destination. The workshop also underscored Morocco’s strategic role as a central hub and driving force in this transformation.

The ONMT is actively working to strengthen air connectivity, attract more international visitors, and improve the overall travel experience. Its strategy is built on key pillars including accessibility, the diversity of Morocco’s tourism offerings, and the growing presence of international hotel brands in the country.

The workshop was part of ongoing efforts by the ONMT to boost the competitiveness of Moroccan and African tourism through improved air links, diversified attractions, and enhanced visitor experiences.

Participants exchanged best practices and explored opportunities for collaboration aimed at revitalizing the continent’s tourism sector. Discussions, led by both national and international experts, focused on strategic themes such as infrastructure development, digital innovation in tourism, and the promotion of sustainable and responsible travel across Africa.

The ONMT said the workshop aimed to expand intra-African air routes, establish joint marketing strategies, and foster collaboration among tourism stakeholders to position Africa as a unified and competitive destination on the global stage.

The meeting concluded with a series of recommendations to strengthen cooperation among African nations, boost the continent’s visibility as a travel destination, and promote environmentally responsible practices within the sector.

Tourism currently contributes 7.3% to Morocco’s GDP, with tourism revenues reaching $11.25 billion. The country is seen as a model for tourism development in Africa, thanks to its strategic geographic location, expanding air connectivity, and a diverse tourism offering ranging from cultural heritage to seaside resorts.