Morocco showcases its "lights" and strengthens its tourism presence at the Arabian Travel Market in Dubai
- 17 Moroccan stakeholders strengthened the Kingdom’s presence on the global map, promoted the diversity of its tourism assets, and opened new avenues for cooperation with international partners.
- Morocco bets on the Gulf market to expand tourist flows and strengthen tourism partnerships.
Dubai – Mohammed Abdullah:
Under the banner of “The Kingdom of Lights,” Morocco’s presence was prominent at the 33rd edition of the Arabian Travel Market (ATM) in Dubai. The Kingdom was represented by a tourism delegation comprising numerous sector stakeholders, aimed at promoting the Moroccan destination and enhancing its visibility in regional and international markets. The Moroccan participation in this international event was overseen by the National Office of Moroccan Tourism (ONMT) and involved 17 exhibitors and tourism sector stakeholders, including representatives from hotels and travel agencies, as well as the Regional Tourism Councils for the Rabat-Salé-Kénitra and Casablanca-Settat regions, alongside Royal Air Maroc. The market provided the Moroccan delegation with an opportunity to showcase the Kingdom’s diversity as a tourism destination and to present its products and tourism experiences to representatives from Gulf and international markets. It also facilitated professional meetings and the exploration of cooperation and partnership opportunities with various stakeholders in the travel and tourism ecosystem.
Morocco’s participation comes at a time when the Kingdom’s tourism sector continues to work on strengthening its presence in external markets and diversifying its source of visitors. This is achieved by promoting various destinations and tourism products that blend cultural, heritage, natural, and leisure tourism, in addition to business and conference tourism and other segments catering to the needs of different traveler demographics. The Arabian Travel Market serves as a key platform for direct engagement between tourism destinations, airlines, hotels, travel agencies, and tour operators, enabling exhibitors to hold professional meetings, explore new business opportunities, and build partnerships with target markets. The 2026 edition saw the participation of approximately 55 tourism destinations, alongside the global travel and tourism community and buyers from 115 countries, reflecting the market’s broad scope and its importance as a professional hub for the regional tourism and travel sector. The current edition’s themes went beyond traditional tourism promotion, focusing also on the transformations underway in the sector, including artificial intelligence, digital transformation, changing traveler expectations, smart mobility, destination resilience, and long-term sustainable growth.
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The Moroccan presence at the market also served as an opportunity to enhance engagement with decision-makers and professionals in the travel sector, highlight the Kingdom’s tourism assets, and develop professional relationships with travel agencies, tour operators, hospitality companies, and airlines. The participation enabled Moroccan tourism institutions to gain insights into the latest global trends in the travel industry and keep pace with transformations related to technology, digitalization, and evolving tourist behavior. This supports efforts to develop tourism products and services and offer more diverse experiences to travelers. This is particularly significant given the standing of the Arabian Travel Market as one of the leading specialized events in the travel and tourism sector in the Middle East, bringing together tourism destinations, airlines, hotel brands, technology providers, buyers, and specialists from various markets under one roof.
For Morocco, the exhibition serves as a platform to promote the Moroccan destination in the region and to open new channels for cooperation with partners in the Gulf and Middle East markets. This runs parallel to efforts to attract more international visitors and strengthen the Kingdom’s position on the global tourism map. Morocco’s participation in the 33rd edition of the exhibition underscores the importance of presence in international tourism events that bring together various stakeholders in the sector, given the opportunities they provide for networking, exchanging expertise, and building partnerships, in line with the rapid transformations currently reshaping the global travel and tourism industry.
