The Moroccan National Tourism Office (ONMT) has launched a large-scale campaign to recruit and reorganise staff according to a new direction and to support the implementation of the 2023-2026 Action Plan.
The operation is mainly related to the location of the Secretariat’s Steering Committee, as reported in a press release.
In addition, invitations have been issued for ONMT representative positions or senior positions responsible for contracts related to ONMT delegations abroad to strengthen the international teams, such as positions in Marketing, Sales and Support and Human Resources, among others.
The Moroccan authorities have set themselves the challenge of attracting 17.5 million tourists by 2026.
The aim is to support the implementation of the ONMT’s strategy to capture target markets abroad in key points, the statement continues. The latter suggests there are five posts: an ONMT representative in Warsaw, Poland, and four heads responsible for Canada (based in Montreal), Brazil (São Paulo), Japan (Tokyo) and India (New Delhi).
The new resources of the ONMT should contribute to the ONMT’s new “Terre de Lumière” roadmap that was launched last year at a ceremony in Rabat, which they believe will make the Kingdom a competitor to tourism powerhouses such as Spain or the United Arab Emirates.
The main objective is to improve the visibility and awareness of Morocco in existing markets and develop the institution’s presence in new markets, which will facilitate a higher growth rate of tourism flow.
Access to the positions on offer is public and any citizen can join from the official website until 3 May. “By strengthening its management team, the ONMT aims to develop Morocco’s presence in strategic and emerging markets and acquire the best talent to position Morocco as one of the top 10 global destinations,” he concluded.
After a 2022 year of record momentum in the tourism sector and airline development, the North African country will continue to make great efforts in the current year. Only Egypt surpasses the Alawite kingdom as the most influential tourism nation on the African continent.
The North African nation plans to reposition tourism as a key sector of Morocco’s economy, generating €10.8 billion in tourism revenues and creating around 200,000 direct and indirect jobs. Morocco’s new Strategic Tourism Plan for 2023-2026 will have a budget of approximately 784 million euros over the four active years of the plan.
Part of Morocco’s tourism success was reflected at the Travel D’Or awards ceremony in Paris, a ceremony that has been held since 2009, where the Kingdom’s marketing strategy was praised with this award.
At the event, which was attended by a large Moroccan delegation, Adel El Fakir, director of the ONMT, collected the award, which prioritises the private action of companies to develop tourism in their respective countries and which was awarded to the Moroccan exercise thanks to both the “Terre de Lumière” project and its future prospects.
According to the official press release issued after the event, the campaign of the North African nation received the award for the achievement of more than twenty contracts with agencies from countries around the world, obtaining an international valuation rate of 60% and an intention of those who saw the campaign of 96% of wanting to visit the North African country in their holidays.
In the same campaign, it was stated that this award “is to tourism what the Molière is to theatre or the Cesar award is to cinema”. “We are proud to receive this award, which shows that the “Terre de Lumière” campaign has found an audience and has contributed to the international impact of the Moroccan brand.
Our brand has the ability to convince you and make you dream,” concluded the manager Adel El Fakir, in his official speech after receiving the award.
Morocco’s cultural heritage, according to the latest ranking by USNews last February, makes it the second richest country in the Middle East and North Africa (MENA) and on the African continent, after Egypt.
While the main objective of the plan is the development of tourism and its repositioning as an important sector of the economy, the plan sets out specific targets to be achieved.
Morocco attracted a total of 11 million tourists last year, recovering 84% of the data signed in 2019.
The Kingdom of Morocco is expected to attract 17.5 million tourists by 2026 through this new strategic plan.
The plan also aims to create 80,000 direct jobs and 120,000 indirect foreign exchange jobs over the next four years.
To achieve these objectives, the strategic plan aims to transform active tourism services in all key areas into a new delivery logic based on customer experience and composed of nine thematic sectors and five horizontal sectors.
The logic that the “Terre de Lumière” plan will follow will focus its efforts on doubling air capacity, boosting tourism promotion and marketing and focusing on digital, promoting the diversification of cultural and recreational entertainment products, requalifying existing hotel parks and creating new capacities in the hospitality industry.
Tags: Moroccan National Tourist Office (ONMT), North African nation
