The Moroccan National Tourism Office (ONMT) announces the launch of two strategic recovery plans for the regions of Fes and Ouarzazate, titled "Shining Fes" and "Rising Ouarzazate" respectively, to boost the visibility of these destinations in international markets.
Each plan is structured around 3 major levers, including actions to strengthen notoriety through the press and "eductours," a strengthening of programming with travel specifiers, as well as an improvement in air connectivity.
The "Shining Fes" recovery plan is based on a series of initiatives with high media and commercial impact, the statement notes, pointing out that the programming includes a documentary on Fassi gastronomy produced by TV5 Monde, broadcast from May 11 to 21, 2025, which highlights the culinary richness of the Medina, echoing the city's heritage identity.
It also includes a second documentary titled "The Artisans of Morocco," produced by France 2, showcasing the ancestral know-how of the region, as well as the "Minute Voyage" series on M6 to put the spotlight on the spiritual capital of the Kingdom, reports the MAP.
In the British market, the BBC will dedicate an episode of "Clive Myrie’s African Adventure" to Fes, in addition to the creation of a page dedicated to Fes on the Travelzoo website, coupled with special offers proposed by partner tour operators between April 2025 and April 2026.
On the commercial side, two major campaigns with Carrefour Voyages and Havas Voyages in France will be deployed around the theme "Gastronomy, terroir, craftsmanship."
In parallel, Fes will host a workshop with Voyage Privé, a premium private sales platform, and will participate in the Travel Connect trade show in Spain, allowing for the creation of a direct link between the destination and distributors.
Webinars, online training, and e-learning modules, notably a Fes-Meknes module, will be planned to support the upskilling of sales networks.
Finally, the image strategy will be reinforced by hosting press trips, influencers, and content creators from the French, German, Italian, and British markets.
For its part, the "Rising Ouarzazate" plan adopts a complementary logic, as the city will be repositioned as an exceptional destination at the crossroads of the desert, cinema, and immersive experience.
The ONMT plans to produce audiovisual content in the United Kingdom, centered on the history of cinema in Ouarzazate, which will showcase the region's legendary studios and its spectacular landscapes that have served as sets for major productions.
In parallel, the region will sponsor a British film in competition, with particular visibility at the UK Film Festival, in a content strategy with high symbolic value including the award for best natural set.
Major European audiovisual media are also mobilized: The Italian channel RAI 3 filmed an episode of the show GEO in Ouarzazate, focused on the relationship between the territory, nomadic culture, and Berber traditions.
The Sky TV group, through the gastronomic show Gamberorosso, will dedicate a special episode to the cuisine of southern Morocco in October 2025.
Ouarzazate will also become a host stage for structuring events. The most notable is the region's participation in the Desert Women’s Summit in the second half of 2025, an international gathering of 150 women leaders from around the world to experience the spiritual intensity and inspirational strength of the Moroccan desert.
Furthermore, the city will host two major Spanish tourism conventions, namely the CEAV, which includes 100 travel agents in October 2025, and the IDEMICE for the MICE network, as well as a Frameless event focused on artistic and sensory immersion.
As in Fes, familiarization trips, international workshops, online training modules, and press and influencer trips are planned throughout the second half of 2025.
Particular attention will be paid to boosting direct connections to these destinations and completing the effort already deployed for the 2025 summer season.
With these two plans, the ONMT confirms its desire to treat each destination as a unique universe, with tailor-made levers and a logic of local co-construction.
Fes and Ouarzazate are thus called upon to regain their luster, at the heart of a strategy intended for all these territories and tourist destinations, the statement concludes.
A reconquest strategy to reposition the two heritage jewels"The ONMT is deploying a reconquest strategy to reposition two heritage jewels, namely Fes and Ouarzazate," the ONMT indicates in a statement, adding that these plans aim to support, in partnership with local authorities and tourism operators, the revival of these high-potential territories.
Each plan is structured around 3 major levers, including actions to strengthen notoriety through the press and "eductours," a strengthening of programming with travel specifiers, as well as an improvement in air connectivity.
The "Shining Fes" recovery plan is based on a series of initiatives with high media and commercial impact, the statement notes, pointing out that the programming includes a documentary on Fassi gastronomy produced by TV5 Monde, broadcast from May 11 to 21, 2025, which highlights the culinary richness of the Medina, echoing the city's heritage identity.
It also includes a second documentary titled "The Artisans of Morocco," produced by France 2, showcasing the ancestral know-how of the region, as well as the "Minute Voyage" series on M6 to put the spotlight on the spiritual capital of the Kingdom, reports the MAP.
In the British market, the BBC will dedicate an episode of "Clive Myrie’s African Adventure" to Fes, in addition to the creation of a page dedicated to Fes on the Travelzoo website, coupled with special offers proposed by partner tour operators between April 2025 and April 2026.
On the commercial side, two major campaigns with Carrefour Voyages and Havas Voyages in France will be deployed around the theme "Gastronomy, terroir, craftsmanship."
In parallel, Fes will host a workshop with Voyage Privé, a premium private sales platform, and will participate in the Travel Connect trade show in Spain, allowing for the creation of a direct link between the destination and distributors.
Webinars, online training, and e-learning modules, notably a Fes-Meknes module, will be planned to support the upskilling of sales networks.
Finally, the image strategy will be reinforced by hosting press trips, influencers, and content creators from the French, German, Italian, and British markets.
For its part, the "Rising Ouarzazate" plan adopts a complementary logic, as the city will be repositioned as an exceptional destination at the crossroads of the desert, cinema, and immersive experience.
The ONMT plans to produce audiovisual content in the United Kingdom, centered on the history of cinema in Ouarzazate, which will showcase the region's legendary studios and its spectacular landscapes that have served as sets for major productions.
In parallel, the region will sponsor a British film in competition, with particular visibility at the UK Film Festival, in a content strategy with high symbolic value including the award for best natural set.
Major European audiovisual media are also mobilized: The Italian channel RAI 3 filmed an episode of the show GEO in Ouarzazate, focused on the relationship between the territory, nomadic culture, and Berber traditions.
The Sky TV group, through the gastronomic show Gamberorosso, will dedicate a special episode to the cuisine of southern Morocco in October 2025.
Ouarzazate will also become a host stage for structuring events. The most notable is the region's participation in the Desert Women’s Summit in the second half of 2025, an international gathering of 150 women leaders from around the world to experience the spiritual intensity and inspirational strength of the Moroccan desert.
Furthermore, the city will host two major Spanish tourism conventions, namely the CEAV, which includes 100 travel agents in October 2025, and the IDEMICE for the MICE network, as well as a Frameless event focused on artistic and sensory immersion.
As in Fes, familiarization trips, international workshops, online training modules, and press and influencer trips are planned throughout the second half of 2025.
Particular attention will be paid to boosting direct connections to these destinations and completing the effort already deployed for the 2025 summer season.
With these two plans, the ONMT confirms its desire to treat each destination as a unique universe, with tailor-made levers and a logic of local co-construction.
Fes and Ouarzazate are thus called upon to regain their luster, at the heart of a strategy intended for all these territories and tourist destinations, the statement concludes.
