Casablanca is set to host the largest convention of Italian travel agents ever organized in Morocco, welcoming 1,500 operators for the annual gathering of Welcome Travel Group. This significant event is scheduled to take place from April 4 to 7, following a memorandum signed on Thursday, February 13, by the Moroccan National Tourism Office (ONMT). The agreement was formalized by Achraf Fayda, Director General of the ONMT, and Adriano Apicella, CEO of Welcome Travel Group.
The convention is expected to serve as "an exceptional showcase for the destination of Casablanca, as well as Rabat and El Jadida." Welcome Travel Group is Italy's largest network of travel agents, commanding 33% of the country's agencies and capturing 44% of the market share. The Italian market, which is increasingly significant for Moroccan tourism, ranks as the fourth largest source of tourists to the country, alongside France, Spain, the UK, and Germany.
According to ONMT, approximately 900,000 Italian tourists visited Morocco in 2024, accounting for over 5% of international arrivals. This influx is particularly pertinent considering Morocco's goal of positioning itself as the go-to destination for Italian travelers.
Achraf Fayda emphasized during the announcement, "We see the Italian market as a real opportunity to consolidate Morocco’s appeal." He noted the importance of initiatives, such as the establishment of direct air links and targeted actions, which are aimed at providing Italian travelers with both easy access and authentic Moroccan experiences, thereby making Morocco their destination of choice.
To intensify its outreach, ONMT plans to bolster its promotional actions and strengthen collaboration with key Italian tour operators. This strategy includes developing direct point-to-point air links to not only heighten connectivity but also to entice more Italian tourists to explore the diverse offerings of Morocco.
Recent data from ONMT pointed out the remarkable recovery and growth of Morocco's tourism sector. The country celebrated the arrival of over 17.4 million tourists in 2024, exceeding its earlier goals set for 2026. This growth continues to attract attention, with the tourism ministry reporting 1.2 million tourists arriving within the first month of the year, marking a notable 27% increase compared to January 2023.
The announcement of the convention reflects ONMT's belief in the upward trend of Moroccan tourism, with projections of 7 to 10% annual growth expected to continue until 2030. The Italian tourism sector, with its deep roots and connections to Morocco's cultural and historical identity, plays a substantial role in this narrative.
"Through the introduction of direct air connections and targeted actions, we aim to offer Italian travelers easy access and an authentic experience, making Morocco their destination of choice," Fayda reiterated, emphasizing the long-term vision of establishing Morocco as the leading destination for Italian tourists.
The confluence of cultural ties and business interests marks the Welcome Travel Group’s convention as not just another industry gathering but as a strategic move to tap the Italian market's potential. With collective efforts from ONMT and the travel group, this event is poised not only to promote Morocco’s tourism but also to redefine how Italian travelers engage with the rich hospitality and diverse experiences available.