ONMT: Seduction Operation in North America

The Moroccan National Tourist Office (ONMT) is organizing, from April 7 to 10, a major roadshow in three key cities of the North American market, namely Toronto, Boston, and Chicago, to promote the Morocco destination to the largest travel prescribers in the region.

« This is a muscular charm operation that the ONMT is launching on North American soil. Toronto, Boston, and Chicago are the stages of a strategic roadshow designed to put Morocco under the spotlight of Canadian and American tourism professionals »,the Office stated in a press release.

Thanks to a series of immersive workshops, the ONMT delegation for North America intends to present an inspiring, warm, and decidedly attractive Morocco to an audience composed of the most influential tour operators and travel agents from the three major American cities, continues the same source, noting that «the goal is to transform curiosity into desire, and desire into business».

This roadshow is not just a PowerPoint presentation, but a real moment of escape and inspiration. Through carefully thought-out immersive experiences, North American professionals will be invited to experience Morocco through its atmospheres, gastronomy, hospitality, craftsmanship, and culture. Indeed, everything will be staged to evoke emotions and create desires.

These are also targeted business meetings awaiting participants. Hoteliers, Destination Management Companies, and Moroccan operators will travel to meet their North American counterparts, discuss market expectations, and build new partnerships. Each stop on the roadshow will also include a strong media relations dimension.

The idea is clear: to make Morocco known beyond the professional circle and reach opinion leaders, influencers, journalists, and local relays. These media relations activations will position the Kingdom as an essential destination for specialized and general North American media, thus strengthening its presence in a market with high growth potential. And to recall that this roadshow takes place in a particular context where strategic lines have been launched thanks to the ONMT with North America, namely Montreal – Marrakech with Air Transat, New York – Marrakech with United Airlines, and recently Atlanta – Marrakech with Delta Airlines. These connections add to the traditional Royal Air Maroc lines, namely Casablanca – New York, Casablanca – Washington, Casablanca – Miami, and Casablanca – Montreal.

The entire network of these air connections creates an increasingly dense mesh on the North American market, allowing for a growing tourist flow while reinforcing the Kingdom’s position as an attractive and well-served destination for North American travelers.
With this roadshow, the ONMT reaffirms its ambition to make Morocco a major player in the North American tourism landscape. This operation is part of a broader strategy aimed at capturing the attention of high-value-added markets.