Adel El Fakir, General Director of the Moroccan National Tourism Office (ONMT), and Matt Goldberg, CEO of TripAdvisor, held discussions in Needham, Massachusetts, resulting in a unique partnership agreement spanning 10 tourism seasons from 2024 summer to 2029 winter.
According to a statement from the Moroccan National Tourism Office, this agreement concluded at TripAdvisor’s headquarters and is the first of its kind to extend over the next five years with specific goals and timelines. The primary aim of this agreement is to double the number of overnight stays booked through TripAdvisor for Morocco over five years, with an annual growth rate of 15%. This partnership is expected to increase the current number of overnight stays from 2.6 million to 5.3 million by 2029.
The office noted that the targeted markets include France, the United Kingdom, the Iberian Peninsula, North America, Scandinavia, Germany, Switzerland, Italy, Ireland, and the Gulf countries. Additionally, new emerging markets will be included over the coming seasons.
This promising partnership aims to enhance and strengthen Morocco’s position as a tourist destination through a high-quality marketing strategy. This strategy involves creating excellent content, influential promotions, and awareness and outreach campaigns to attract and encourage foreign tourists to visit Morocco, leveraging the global extensive reach and influence of TripAdvisor.
The statement highlighted that the Moroccan National Tourism Office previously only entered into annual or seasonal agreements with TripAdvisor. This is the first time the office has signed a 5-year partnership agreement with clearly defined and gradual objectives.
The document also drew attention to the fact that the Moroccan National Tourism Office continues to join major global tourism industry players to expand the promotion of the Morocco brand worldwide as part of its “Light in Action” strategy.
It is worth mentioning that TripAdvisor holds a significant position in the global travel and review market with over 436 million individual visitors each month, 20 million registered members, and over 859 million reviews. During its 24 years of existence, this major travel review platform has established a dominant presence in the global travel and tourism scene.
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