Morocco is a destination of culture, adventure, and growing opportunities. Jamal Younes Kilito, Country Manager India, MNTO, shares insights into Morocco’s growing appeal in India, its participation in trade events, and the roadmap for future engagements.
By Naina Nath
Strengthening trade relations
Morocco is emerging as a sought-after destination for Indians, thanks to the strategic efforts of the Moroccan National Tourist Office. This year, the Moroccan delegation included 10 co-exhibitors, including hotels and DMCs offering tailored experiences at an exhibition in India. “As the number of Indian visitors to Morocco increases, it will become feasible for us to be present at multiple trade shows in the future. Our goal is to nurture this market by providing more engagement opportunities and industry collaboration,” says Jamal.
Expanding marketing efforts in India
Since opening its India office in September 2023, MNTO has prioritised B2B partnerships with tour operators, focusing on joint marketing initiatives and setting visitor targets. The initial phase has involved roadshows in Mumbai and Delhi, with plans to expand outreach to Bengaluru, Kolkata, and Ahmedabad in 2025. Jamal emphasises, “Our marketing efforts are designed to ensure steady growth in Indian arrivals. We are focused on building relationships with the travel trade. This will strengthen Morocco’s brand presence.”
In addition to mainstream tourism, MNTO is keen on tapping into niche segments such as MICE, weddings, and filmmaking. While consumer-focused campaigns are not yet a priority, the office plans to introduce a structured training program for travel agents to improve destination awareness. Familiarization trips remain an integral part of their strategy, allowing trade partners to experience Morocco firsthand. “We believe that once travel agents see Morocco’s potential, they will confidently recommend it.”
Morocco’s record tourism growth
With 17.5 million tourists in 2023, Morocco remains Africa’s leading travel destination. France, Spain, the UK, Germany, Belgium, and the Netherlands remain the top source markets. The growth has been remarkable, with overall visitor numbers up by 40 per cent compared what they were earlier.
India is an emerging market for Morocco, with 41,000 Indian travellers visiting in 2023—a 43 per cent increase from 2022. While the current figures are promising, MNTO aims to accelerate this growth, targeting 100,000 Indian visitors in the coming years. Achieving this milestone would bolster the case for direct flights between the two countries. Jamal shares, “We hope to reach this goal by 2027. The demand is there, and we are working towards making travel more seamless.”
A destination for every traveller
Indian travellers to Morocco mainly include honeymooners, solo explorers, and couples. The country’s diverse offerings make it an attractive alternative to European destinations. “Morocco has something for everyone,” says Jamal.
For first-time visitors, he recommends the ‘Imperial City’ round trip, a seven-night itinerary covering Morocco’s key cultural hubs. Travellers seeking a more immersive experience can opt for a 12 to 15-
day itinerary. He explains, “We encourage Indian travellers to explore Morocco’s diversity beyond the typical routes.” Adventure seekers can explore Morocco’s vast mountains, desert treks, and coastal retreats, with 3,500 kilometres of coastline. The country also houses nine UNESCO World Heritage Sites and several intangible cultural heritage traditions. Surprisingly, Morocco even has ski resorts!
A taste of Morocco
Morocco’s rich culinary heritage is another attraction for Indian travellers, offering a balance of Mediterranean, Berber, and Arabic influences. Jamal shares, “We have 12 Indian restaurants in Morocco, with four in Marrakesh alone, serving authentic flavours that cater to Indian tastes.” Shopping enthusiasts can explore bustling souks, while adventure seekers can experience desert safaris, mountain treks, and water sports. He adds, “There is so much to discover beyond tourist spots, from hidden gems to unique cultural experiences.”
Hassle-free travel
Morocco has streamlined its visa application process for Indian tourists. The e-visa system, accessible via www.accessmaroc.ma, allows travellers to obtain a visa in a few hours to a maximum of four days, at an affordable cost of approximately INR 7,000. “Only a passport is required, making the process simple,” highlights Jamal.
Despite the lack of direct connectivity, multiple transit options are available via hubs such as Doha, Dubai, Abu Dhabi, Bahrain, Jeddah, Cairo, Istanbul, Frankfurt, Paris, and London. These routes provide easy access to Morocco for Indian travellers. He adds, “While direct flights would be ideal, current transit routes provide excellent connectivity.”
MICE & destination weddings in Morocco
Morocco has long been a preferred destination for international MICE events. Marrakesh alone has three convention centres capable of hosting up to 5,000 attendees. The country has successfully organised major global events, including the 2023 Annual Meetings of the World Bank and IMF (14,000 attendees), COP22 in 2016 (25,000 attendees), and the 1994 GATT meeting. Jamal shares, “Morocco has proven itself as a reliable host for major gatherings.”
The destination wedding segment is gaining momentum, with Indian weddings already being hosted at luxurious Moroccan venues. Many are organised by Indians residing outside India, attracting guests from the subcontinent. Several hotels specialise in Indian weddings and traditions, ensuring an authentic experience. He mentions, “We see Morocco as an exotic yet accessible destination, and we are working to build more awareness around this.”
Unlocking travel potential
Jamal expresses confidence in Morocco’s potential to become a key destination for Indian travellers. He says, “Interest in Morocco is growing, and demand will follow.” With initiatives underway to strengthen trade partnerships, expand marketing outreach, and simplify travel logistics, Morocco is steadily emerging as a preferred choice for Indian tourists. As Morocco strengthens its foothold in India, MNTO remains committed to fostering long-term partnerships and awareness programs.
Jamal concludes, “Our focus is on expanding marketing efforts, deepening trade collaborations, and showcasing Morocco as a destination that caters to a wide range of traveller interests. Morocco is the new kid in town, offering the travel trade an opportunity to craft unique vacations and professional trips.
