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Post-Covid tourism: ONMT in combat mode


Adel El Fakir unveils Thursday in Casablanca the outlines of his new marketing strategy

“We have to work on marketing”, he goes on to refer to the recovery which depends, for him, on other factors including the health situation whose improvement will “make you want to travel”. “This is to say that we are ready,” he tempers. On occasion, he cherishes the hope of seeing Morocco in the list of the top 5 or 10 in the world.

Morocco has a total awareness of 89% in terms of perception of travel compared to other competing destinations. The considerable rate is specified, Thursday in Casablanca, by Adel El Fakir, DG of the Moroccan National Office of Tourism, during a conference devoted to the revival and the promotion of the destination Morocco. In this sense, the manager, who seems to want to capitalize on this rate since this notoriety is a challenge for him, highlights the most popular Moroccan cities at national and international levels. All this based on the Booking.com study from October 2020.

Casablanca in the lead

As the speaker details, “Casablanca is 77% in the top 5 of the best-known destinations”. The economic capital is followed by Marrakech (74%), Tangier (56%), Rabat (52%) and Fez (47%). Also, other destinations are gaining strong appreciation, such as Chefchaouen, Essaouira, Ouarzazate and Dakhla. “Morocco, an Arab country with an oriental touch, is prized as a destination to replace Tunisia or Egypt for the most part. Morocco is perceived as an exclusive country ”, advances Mr. El Fakir who recalls, all the same, the existence of positive and negative perceptions on Morocco. However, he evokes the already advanced notoriety which is still the subject of challenges for the ONMT.

Recruitment as an equivalent of attractiveness

These challenges should, for the CEO, be oriented towards “recruitment”. By this, he means an attractiveness for the Morocco destination. “We have to work on marketing”, he goes on to refer to the recovery which depends, for him, on other factors including the health situation whose improvement will “make you want to travel”. “This is to say that we are ready,” he tempers. On occasion, he cherishes the hope of seeing Morocco in the list of the top 5 or 10 in the world. “It takes a break to be visible and impact our target, or even increase in preference,” he adds. In this regard, he presents the vision of the ONMT for the tourism of tomorrow.

A vision coupled with new brands

This growth strategy is, as he presents it, based on consideration, conversion, segmentation, inspiration, social media, differentiation, internal tourism, millennials (generation) and flexibility. For this purpose, the Office has three targets equivalent to three marks. The first being the travelers of the world. The second concerns domestic travelers and MREs. As for the third, it is intended for partners including tour operators, OTA (Online Tourism Agency) and airlines.

Thus, the new brand (corporate) is intended to be “informative, relational and formative”. The objective being, according to Mr. El Fakir, “to support the development of tourism with a permanent relay on the media”. All while capitalizing on digital. In this sense, the ONMT site, which takes into account digital trends among young people and all social layers, will slip more into a new skin by better promoting its factual, proactive and reactive content to be a platform ” enthusiastic, daring and empathetic ”.

An unprecedented international campaign for Morocco

In addition to “Ntla9awfbladna” dedicated to internal tourism, the ONMT is working on a new international campaign which places the destination Morocco in the 10 travel bucket list. “The shooting of this capsule ended a week ago”, indicates the number one of the Office, which specifies that this mark will be “exclusive”. It translates, as he explains, the intensity, the richness and the singularity of the Morocco experience. It is also “a campaign that differentiates the Morocco brand from aggressive price destinations”.

To design this international campaign, the Office has already launched a competition. However, the manager seized his passage to specify that 1.1 million overnight stays were contracted for June to August 2021 with the OTAs (online travel agency) and 106k of visitors contracted for June to October 2021 with the tours. -operators. Among airlines, 1.9 million seats are reserved for the summer of 2021, an 80% recovery.

A new version for “Ntla9awfbladna”

The meeting with the press was an opportunity for Adel El Fakir to present a better version of “Ntla9awfbladna”. “I never tire of it!” He says about this capsule which will soon be presented to the general public. “This is an advertisement that we shot during the confinement with the help of the authorities while respecting the health measures,” he said. Also, the immersive platform dedicated to this capsule offers relevant information about the sites promoted in the video which highlights the landscapes, heritage and beauty of several cities in the Kingdom.

This capsule, shot in “cinematographic” mode, also includes another section dedicated to MRE. And that’s not all ! “Visit Morocco” will be, according to the DG of the ONMT “reinvented”. “We are going to tell Morocco differently with cinematographic videos”, adds the official who recalls by the occasion that the headquarters of the ONMT in Rabat has taken on new colors.

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