The Moroccan National Tourism Office is deploying two new strategic initiatives aimed at revitalizing the tourist appeal of Fez and Ouarzazate on the global stage. These programs, entitled « Shining Fez » and « Rising Ouarzazate, » have been developed in collaboration with local stakeholders to highlight the specific assets of these two emblematic Moroccan destinations.
Fez: A Plan Centered on Unique Cultural Heritage
The strategy for Fez is based on three essential pillars: enhanced media presence, strong partnerships with tour operators, and improved air connectivity. The media component includes several renowned audiovisual productions: TV5 Monde will present a documentary on traditional Fez cuisine in May 2025, France 2 will highlight local craftsmanship in « Les Artisans du Maroc, » and M6 will dedicate an episode of « Minute Voyage » to the imperial city.
The UK market will be targeted via the BBC, which will integrate Fez into the documentary series « Clive Myrie’s African Adventure, » while the Travelzoo platform will offer a special section with exclusive offers until April 2026.
On the commercial front, ONMT is partnering with major players such as Carrefour Voyages and Havas Voyages for thematic campaigns promoting local specialties. B2B initiatives complement this strategy, including a workshop with Voyage Privé, participation in the Travel Connect fair in Spain, and online training for industry professionals.
Ouarzazate: Between Cinema, Desert, and Immersive Experiences
For Ouarzazate, ONMT is capitalizing on its cinematic heritage and exceptional desert landscapes. A British documentary will highlight the region’s cinematic legacy, with particular attention to the legendary studios and vast expanses of southern Morocco. A notable operation will consist of sponsoring a British film in competition at a prestigious festival, with the award of a prize for the best natural setting.
Several European channels will contribute to Ouarzazate’s visibility: Italian RAI 3 has produced an episode of GEO on Berber traditions, while Sky TV will broadcast a culinary episode dedicated to southern Morocco in its Gamberorosso program in October 2025.
Ouarzazate is also establishing itself as an event city with the scheduled hosting of the Desert Women’s Summit in 2025, bringing together 150 women leaders from around the world, and two important Spanish tourism conventions (CEAV and IDEMICE). An immersive artistic event, Frameless, will complete this calendar.
A Customized Approach to Showcase Distinct Assets
Through these two programs, ONMT is adopting a tailored approach, recognizing the unique characteristics of each destination. By strategically investing in branding, international collaborations, and accessibility, the Office aims to revitalize these two jewels of Moroccan heritage, while integrating them into a broader vision of tourism excellence for the Kingdom.
