Morocco’s Tourism Office

What Morocco’s Tourism Office does

Morocco's Tourism Office, formally the Office National Marocain du Tourisme (ONMT) and operating under the Moroccan Ministry of Tourism, is the Moroccan government entity responsible for promoting Morocco as a tourism destination to both international and domestic visitors. Founded in 1918 and headquartered in Rabat, ONMT functions as a destination marketing organization rather than a commercial operator: it does not sell tourism products directly and generates no direct revenue, instead channeling public resources into national-level promotional activity whose financial return is measured through the country's inbound tourism receipts and sector GDP impact.

ONMT's primary product is visitmorocco.com, a multilingual destination portal available in 10+ languages (English, French, Spanish, Italian, German, Portuguese, Dutch, Russian, Swedish, Polish, Arabic), supported by a curated content library covering more than 20 destination cities, suggested tour packages (Imperial Cities, Desert Break, Road of 1000 Kasbahs, Honey Tour, Great Tour of Morocco, Golf, MICE, Cruises), a video library, a travel blog, and influencer testimonial content. Distribution runs through owned digital channels (Facebook, Instagram, TikTok, YouTube, newsletter) and through airline route partnerships that expand air connectivity to secondary cities such as Ouarzazate via routes like Paris-Ouarzazate.

The most strategically significant initiatives are the 'Morocco, Kingdom of Football' campaign, which leverages Morocco's co-hosting of the 2030 FIFA World Cup alongside Spain and Portugal across six host cities (Tangier, Casablanca, Fez, Marrakech, Rabat, Agadir), and the 'Kingdom of Light' campaign. ONMT's go-to-market is direct-to-consumer information delivery, with the organization serving international tourists seeking cultural, nature, beach, sports, gastronomy, wellness, and MICE experiences, and a secondary domestic tourist segment. Customer segments are segmented by geography (international vs. domestic) and use case (e.g., football tourism), with no transaction layer or paid product attached to the platform itself.

Name

Morocco’s Tourism Office

Legal name

Office National Marocain du Tourisme

Website

https://visitmorocco.com

Company type

Private

Founded year

1918

Operating status

Operating

Short description

Morocco's Tourism Office (ONMT) is the Moroccan government entity, operating under the Ministry of Tourism, that promotes Morocco as a destination to international and domestic tourists through visitmorocco.com, multilingual content, and thematic campaigns including the FIFA 2030 World Cup-related Kingdom of Football initiative.

Ownership category

akta.pro rank

Product category

National Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Foreign Governments (8888)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• National tourism promotion
• Destination marketing
• Travel information services
• Tourism advertising
• Government tourism office

Headquarters

HQ city

Rabat

HQ country

Morocco

HQ region

Africa

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Tourism Promotion Services: As a government tourism authority, the ONMT does not sell products directly. Its role is to promote Morocco's tourism destination internationally and domestically, generating economic impact for the country rather than direct revenue. The organization operates under the Moroccan Ministry of Tourism.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Morocco's Tourism Office (Office National Marocain du Tourisme / ONMT) is a government tourism authority that promotes Morocco as a destination to international and domestic tourists. It operates the multilingual VisitMorocco.com portal providing destination guides, suggested tour packages, practical travel information, video library, travel blog, and themed promotional campaigns such as 'Morocco, Kingdom of Football' for the 2030 FIFA World Cup and 'Kingdom of Light'.

Product overview

VisitMorocco.com is the official tourism portal of the Moroccan National Tourist Office (ONMT), offering a unified digital platform for Morocco destination promotion. The core offering includes the main VisitMorocco.com portal with destination guides, the specialized 'Morocco, Kingdom of Football' campaign microsite, suggested tour packages (Cruises, Desert Break, Imperial Cities, Road of 1000 Kasbahs, Honey Tour, Great Tour of Morocco, Golf, MICE), travel experience categories (Culture, Nature, Beach, Sport, Gastronomy, Shopping, Wellness), practical travel information services, a video library, and a travel blog. The site is available in multiple languages (English, French, Spanish, Italian, German, Portuguese, Dutch, Russian, Swedish, Polish, Arabic) serving international and national tourists.

Differentiator

Problem solved

Functional benefit

Brands

• Morocco, Kingdom of Football: A promotional campaign focused on football tourism, highlighting Morocco as a destination for football enthusiasts with host cities including Tangier, Casablanca, Fez, Marrakech, Rabat, and Agadir.

Products and services

• VisitMorocco.com Official multilingual tourism portal website managed by the ONMT, providing comprehensive travel information, destination guides for 20+ cities, and booking resources for international and domestic tourists planning trips to Morocco.
• Morocco, Kingdom of Football Campaign Specialized tourism campaign and microsite promoting Morocco as a football destination ahead of the 2030 FIFA World Cup co-hosting, featuring six host cities: Tangier, Casablanca, Fez, Marrakech, Rabat, and Agadir, with dedicated content for football enthusiasts and stadium tour seekers.
• Suggested Tours Curated tour itineraries including Cruises, Desert Break, Imperial Cities, Road of 1000 Kasbahs, Honey Tour, Great Tour of Morocco, Golf experiences, and MICE (Meetings, Incentives, Conferences, Exhibitions) offerings for travelers seeking themed trip experiences.
• Travel Information Services Practical travel resources including climate and seasonal information, entry formalities, accommodation directories, transportation guides, currency information, health services, language and vocabulary guides, and downloadable brochures for prospective visitors.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and flagship.

• Airlines (General - no specific carrier named)coreChannel Partner/ Reseller/ DistributorThe ONMT works with airline partners to open new air routes to Morocco's destinations, such as the Paris-Ouarzazate route expansion. These airline partnerships are central to increasing tourist arrivals and accessibility to Morocco's diverse regions.
• FIFA / World Cup 2030 Organizing CommitteeflagshipStrategic or Co-development PartnerMorocco is co-hosting the 2030 FIFA World Cup alongside Spain and Portugal. The ONMT leverages this partnership through the 'Morocco, Kingdom of Football' campaign, promoting six host cities (Tangier, Casablanca, Fez, Marrakech, Rabat, Agadir) as football tourism destinations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VisitBritain: UK national tourism agency funded by the Department for Culture, Media and Sport, promoting Britain as a destination via visitbritain.com and global marketing campaigns — the same DMO model ONMT operates for Morocco.
• Singapore Tourism Board (STB): Statutory board under Singapore's Ministry of Trade and Industry that drives the country's tourism strategy and destination marketing — comparable DMO structure with strong digital execution.
• Tourism Australia: Australian government destination marketing organization (DMO) that promotes Australia internationally through digital campaigns, content marketing, and airline/travel trade partnerships — structurally identical to ONMT's role for Morocco.
• Tourism New Zealand: New Zealand government-backed DMO that markets the country internationally through 100% Pure New Zealand and related campaigns — closely comparable mandate and operating model.
• Atout France: France's national tourism development agency under the Ministry of Economy, responsible for promoting France as a destination and supporting tourism stakeholders — directly comparable as a European/Mediterranean DMO.
• Japan National Tourism Organization (JNTO): Japan's official national tourism organization under the Japan Tourism Agency, promoting Japan as a destination through japan.travel and themed campaigns (e.g., preceding the Tokyo Olympics) — directly comparable role.
• Turkish Ministry of Culture and Tourism / GoTürkiye: Government-backed Turkish destination brand and promotion platform, managed under the Ministry of Culture and Tourism — directly comparable to ONMT in Mediterranean tourism competition.
• Turespaña (Spain Tourism): Spanish government body under the Ministry of Industry, Trade and Tourism that promotes Spain abroad — closely comparable mandate; also Morocco's co-host partner for the 2030 FIFA World Cup.
• Brand USA: USA's destination marketing organization promoting inbound travel to the United States through public-private partnerships and global campaigns — analogous public-mandate DMO.

Broad incumbents

• Visit Dubai (Dubai Department of Tourism and Commerce Marketing): Government of Dubai entity that promotes Dubai as a tourism destination through visitdubai.com, global campaigns, and major event tie-ins (e.g., Expo 2020). Comparable DMO mandate with a stronger commercial-events orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/visitmorocco
• Facebookfacebook.com/VisitMoroccoEN
• Instagraminstagram.com/visit_morocco_
• TikToktiktok.com/@visit_morocco_
• Xx.com/Visit_Morocco_
• LinkedInlinkedin.com/company/onmt

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morocco’s Tourism Office