Morocco Shines at FITUR 2025, Showcasing Tourism Potential and Strategic Partnerships
FITUR (Feria Internacional de Turismo), the leading global tourism trade fair held annually in Madrid, is a vibrant hub where industry professionals, government officials, and experts converge to explore the latest trends, innovations, and challenges shaping the future of travel. The 2025 edition, held at the IFEMA Madrid exhibition center, proved to be a particularly significant one for Morocco, which leveraged the platform to showcase its diverse tourism offerings and forge key partnerships.
This year, Morocco pulled out all the stops, boasting a stunning 700m² stand that buzzed with activity. A high-level delegation, including Moroccan Ambassador to Spain Karima Benyaich, Director General of the Moroccan National Tourist Office (ONMT) Achraf Fayda, and President of the National Confederation of Tourism Hamid Bentahar, were on hand to welcome Their Majesties King Felipe VI and Queen Letizia of Spain. The royal visit underscored the strong ties between the two nations and highlighted Morocco’s commitment to the tourism sector. The ONMT team, representatives from various regions of Morocco, and tourism specialists worked tirelessly to promote the country’s unique blend of culture, nature, and adventure.
Strategic Partnerships Paving the Way for Growth
Morocco’s presence at FITUR 2025 wasn’t just about showcasing its beauty; it was about building bridges and securing its position as a premier travel destination. The ONMT announced a groundbreaking collaboration with the Andalusian Federation of Travel Agencies (FAAV), which will see targeted initiatives in Andalusia to promote Moroccan tourism. This partnership will culminate in the FAAV’s annual congress being held in Tétouan, Tamuda Bay, and Tangier in April 2025, coinciding with preparations for the 2025 Africa Cup of Nations and potentially laying the groundwork for a bid for the 2030 FIFA World Cup. This strategic alignment aims to capitalize on the growing interest in African football and position Morocco as a prime destination for sports tourism.
Further strengthening its ties with the Iberian Peninsula, the ONMT also partnered with GEA, a network of 2,500 travel agencies spanning Portugal, Brazil, and Latin America. This collaboration will significantly expand Morocco’s reach and introduce its diverse tourism offerings to a wider audience. The ONMT also forged alliances with key players in the global tourism industry, including Avoris, Solferias, Destinia, Luxotour El Corte Inglés, Expedia, Jet2com, and TripAdvisor, demonstrating a commitment to leveraging digital platforms and established networks to reach potential travelers. Adding to the momentum, Balearia launched a new ferry route connecting Tarifa and Tangier City, further enhancing accessibility and facilitating tourism exchange.
Focusing on a Key Market: The Iberian Peninsula
With approximately 3.5 million visitors annually, the Iberian market represents a crucial and prioritized segment for Moroccan tourism. The region offers significant potential for growth across various tourism segments, from cultural and historical experiences to adventure and eco-tourism. The ONMT’s strategic partnerships and targeted initiatives at FITUR 2025 reflect a deep understanding of this market and a commitment to maximizing its potential. Furthermore, by partnering with Africa Morocco Links, the ONMT is developing a targeted communication and marketing strategy specifically for the Spanish market, ensuring that its message resonates with potential travelers.
FITUR: A Barometer of the Tourism Industry
FITUR serves as a vital barometer of the global tourism industry, particularly in the post-pandemic era. The event provides a platform for:
Networking and Collaboration: Facilitating connections between industry professionals and fostering commercial partnerships.
Showcasing Innovation: Presenting new destinations, products, and technologies shaping the future of travel.
* Promoting Sustainable Tourism: Highlighting trends in responsible and sustainable tourism practices.
Through conferences, exhibitions, and B2B meetings, FITUR connects tourism professionals, government institutions, investors, and the general public, fostering dialogue and driving innovation in the industry. The FITUR Awards further incentivize innovation and sustainability by recognizing outstanding initiatives in the sector. Morocco’s active participation and strategic partnerships at FITUR 2025 demonstrate its commitment to remaining at the forefront of the global tourism landscape.
