Two Marketing Aces to Steer the Transformation

Examining the transformation of the aviation sector and the national strategies supporting the 2030 tourism roadmap without analyzing the careers and profiles of Royal Air Maroc (RAM) and the National Airports Office (ONDA) leadership is to risk undertaking a fragmented and incomplete exercise.  

It is a truism to underscore that leadership profiles are decisive for the success of national strategies and public policies, which are ultimately implemented by individuals.  

Abdelhamid Addou, CEO of RAM, and Adel El Fakir, Director General of ONDA, each bear critical responsibilities: the former to expand RAM’s aircraft fleet from 50 to 200 by 2037, and the latter to ensure Morocco’s airports can handle 80 million annual passengers by 2030. This will be achieved through the expansion and modernization of the country’s major airport hubs. The two leaders’ distinguished careers strongly affirm their ability to steer the aviation sector’s transformation, as air traffic is poised for significant growth in the coming years.  

Several Points of Resemblance

While it may seem incidental, Abdelhamid Addou and Adel El Fakir belong to the same generation—both born in the early 1970s. Further parallels are striking: Addou is an engineering school graduate, while El Fakir holds a business degree.

Both leaders honed sharp expertise in marketing, a discipline vital to aviation and tourism, during their tenures at The Coca-Cola Company. Their managerial credentials are further bolstered by their trajectories: after holding senior roles in the private sector, both assumed leadership of public entities at a relatively young age.Abdelhamid Addou became RAM’s CEO in 2016 at just 44, making him the youngest leader in the national carrier’s history.

Adel El Fakir took the helm of the Moroccan National Tourist Office (ONMT) in 2018 at 45, later transitioning to ONDA. Notably, both also served as ONMT Director General, underscoring their multifaceted public-sector experience.

Beyond these parallels, their track records include notable achievements that reinforce their reputations as capable and visionary leaders.

Two Proven Leaders

Abdelhamid Addou’s tenure has been defined by the prolonged labor dispute between RAM’s management and its pilots’ union. Addou’s negotiation skills and candor proved decisive in resolving this major social crisis, enabling the airline to emerge stronger.  

Under his leadership, RAM also returned to profitability in the post-Covid era, recording a net income of 447 million dirhams (MDH) in 2023 after years of staggering losses. Notably, performance metrics under Addou’s transformation plan—launched in 2020—now surpass pre-pandemic levels, reflecting the success of his strategic overhaul.  

Adel El Fakir, meanwhile, has distinguished himself through innovative vision during his time as Director General of ONMT. For instance, the current ONDA chief launched the international branding campaign “Morocco, Land of Light” in 2022, followed by the “Light In Action” action plan (2023–2026), designed to align with Morocco’s tourism roadmap. The results? Morocco welcomed over 17.4 million tourists in 2024, hitting the 2023–2026 target two years ahead of schedule.  

Given these accomplishments, confidence is high that Adel El Fakir will successfully navigate the challenges of implementing Morocco’s National Airport Strategy 2030. Addou, too, is equally poised to propel RAM into the ranks of global aviation giants. Their combined expertise and track records position them as pivotal architects of Morocco’s aviation and tourism ambitions.