Kingdom
Domestic Tourism: How the ONMT Plans to Boost its Market Share
The Moroccan National Tourist Office (ONMT) aims to increase the market share of domestic tourism, which accounts for 30% of overnight stays. The public agency has just launched an open international tender to carry out a study.
With a 30% market share in 2024, domestic tourism represents Morocco’s leading market in terms of overnight stays, placing it at the top of all source markets.
Nevertheless, the pandemic revealed greater potential to be tapped and, consequently, showed that the 30% share can be improved. It is in this context that the Moroccan National Tourist Office (ONMT) has just launched an open international tender—based on price bids—for a study on domestic tourism: what potential for which tourism product?
The cost of the services to be provided by the successful bidder—who will have 180 days to complete all assignments—is set at MAD 2.5 million.
It should be noted that the aim of the study is to increase the market share of domestic tourism in overnight stays at classified tourist hotel establishments (EHTC).
In detail, the market study to be carried out by the provider will be structured around four phases (qualitative, quantitative, segmentation, and investment definition). According to the aforementioned tender notice, the opening of bids will take place on Thursday, 26 March 2026.
Finally, it should be recalled that domestic tourism is part of the sector’s roadmap (2023–2026), since the new structuring of the tourism offering takes into account the development of this market.
