The European Travel Agents’ and Tour Operators’ Associations (ECTAA) has entered into a two-year strategic partnership with the Moroccan National Tourist Office (ONMT), aimed at promoting Morocco to European markets.
Announced in July 2024, the agreement formalizes a growing interest among European travel companies in Morocco, especially among markets such as France, the Benelux countries, and Italy.
According to a news release, the collaboration will focus on showcasing not only Morocco’s popular destinations but also lesser-known regions that offer rich cultural experiences and emerging tourism potential.
As part of the initiative, ECTAA and ONMT will emphasize Morocco’s national strategy around sustainability and responsible tourism.
Located just a few hours from major European cities and offering strong air connectivity, Morocco is positioned as an accessible destination for leisure and business travelers alike.
According to Eric Drésin, secretary general of ECTAA, “Morocco is a natural gateway to the African continent for European travel companies. It is a reliable and inspiring partner with whom we are delighted to build a long-term collaboration.”
The partnership will include communication campaigns, business-to-business meetings, and destination presentations designed to increase knowledge and engagement between Moroccan tourism stakeholders and ECTAA’s network, which represents approximately 80,000 travel companies across Europe.
This includes companies specializing in package travel and dynamic packaging, where in-depth destination expertise is critical.
For outdoor hospitality providers, particularly those operating in the glamping and eco-lodging sectors, Morocco presents growing opportunities.
According to Booking.com, there are over 100 campgrounds listed in Morocco, with 73 campgrounds listed in Merzouga and 21 in Mhamid.
Properties like unique Sahara Camp, Camp Sahara Dunes, and Merzouga Desert Campground & Activities have received consistently high ratings from travelers, many of whom cite the comfort of facilities, availability of sustainable food options, and proximity to desert landscapes as key draws.
These destinations blend traditional desert camp aesthetics with modern amenities such as private bathrooms, multilingual staff, eco-conscious meal offerings, and WiFi access. Experiences such as walking tours, live music, themed dinners, and outdoor recreation, including cycling and skiing, are also available.
As European travel operators look to diversify their offerings with immersive, low-impact tourism products, Morocco’s blend of culture, accessibility, and infrastructure provides an attractive landscape for development.
This strategic agreement not only marks a formal recognition of Morocco’s role in European travel itineraries but also signals potential openings for outdoor hospitality stakeholders, particularly glamping operators, interested in expansion, partnerships, or cross-border tour packaging.