ONMT Rolls Out Major Initiative to Accelerate its Expansion in UK Market

The Moroccan National Tourism Office (ONMT) is participating in the World Travel Market in London from November 3 to 5, 2026, one of the main international events in the tourism industry.

The inauguration of the Moroccan pavilion took place on Tuesday, in the presence of Morocco’s Ambassador to the United Kingdom, Hakim Hajoui, and the Director General of the ONMT, Achraf Fayda, according to a statement from the tourism office.

This year, ONMT has set up an 850-square-meter pavilion bringing together 47 co-exhibitors, highlighting the strong mobilization of Moroccan tourism professionals behind the country’s ambitions in the British market.

The delegation includes major hotel brands, Moroccan and international hotel groups, travel agencies, destination management companies and specialists in business tourism.

Regional representation is also a key feature of Morocco’s participation, with eight Regional Tourism Councils taking part: Marrakech-Safi, Agadir Souss-Massa, Fès-Meknès, Casablanca-Settat, Rabat-Salé-Kénitra, Drâa-Tafilalet, Béni Mellal-Khénifra and Dakhla-Oued Eddahab.

Marrakech-Safi and Agadir Souss-Massa are receiving particular attention as two of Morocco’s leading destinations for British travelers.

The initiative also brings together the country’s main tourism industry associations, including the National Tourism Confederation, the National Federation of the Hotel Industry, and the National Federation of Travel Agencies of Morocco.

Morocco’s participation comes amid sustained growth in the British market. By the end of August 2026, the Kingdom had welcomed 995,663 British tourists, up 7% year over year, generating nearly 3.4 million overnight stays. Including visitors from Ireland, arrivals totaled 1,065,715, the document said.

This momentum has been supported in part by expanding air connectivity. Eight airlines currently link 12 UK airports with eight destinations in Morocco. For the summer 2026 and winter 2026-2027 seasons, scheduled capacity stands at 1.97 million seats, representing a 7% increase.

On the commercial front, ONMT’s partnerships with tour operators, booking platforms and distribution networks are targeting a projected contractual volume of 1,355,000 passengers, up 9%.

At the London event, ONMT aims to build on these results by consolidating existing partnerships, developing new business opportunities, and raising the profile of Morocco’s diverse destinations.

The goal is to translate the potential of the UK market into increased market share, additional overnight stays and greater economic benefits for communities across the Kingdom, the statement concluded.

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