Morocco has set a target of reaching one million British tourists in a year by 2016 after revealing it is on track to reach the halfway mark in 2013.
Speaking at WTM, the Moroccan National Tourist Office’s new CEO Abderrafie Zouitene said the country is already looking to see 500,000 British tourists visit this year thanks to a 60% increase in airlift.
These include easyJet and Ryanair’s new routes, as well as British Airways’ increased frequency and some charter operations.
“Capacity is up this winter and so far the UK is seeing 10% more British tourists coming to Morocco to the end of September,” said Zouitene. “Our objective is to reach one million British tourists in a year in the next three years as there is great demand from the UK to visit Morocco and great potential for British tourists. This is mainly due to the image of Morocco, as the capacity has to face demand.”
The tourist board’s target will be helped along by joint marketing initiatives with airlines such as BA and Royal Air Maroc, which will include consumer events.
While culture and architecture are already a big draw for tourists, the tourism office will focus on promoting its MICE and golf products in 2014, as well as nature and adventure.
“Morocco product has changed so much in the UK, as people used to head to Marrakech and Agadir but now travel to other parts of the country and to niche products such as garden tourism, golf and spa,” explained Faical Alaoui Medarhri, the tourism office’s trade and marketing manager UK & Ireland. “Niche is the new trend for tourism in Morocco.”