Morocco Turns Heads at Arabian Travel Market 2025 in Dubai

At this year’s prominent travel trade show, Morocco doubled down on its global ambitions with a standout presence in Dubai.

Fez – The Moroccan National Tourist Office (ONMT) is keeping its foot on the gas with its “Light in Action” strategy, and this time, the spotlight is on Dubai.

From April 28 to May 1, ONMT garnered all the attention at the Arabian Travel Market (ATM) 2025, one of the most influential travel trade shows in the Middle East, and a true global stage for tourism heavyweights.

For this 32nd edition, Morocco came in strong. The Casablanca-Settat region was honored as this year’s star, and the Moroccan pavilion brought together a diverse delegation of 26 co-exhibitors representing all corners of the country.

Leading the charge was ONMT’s General Manager Achraf Fayda, alongside Hamid Bentahar, President of the National Confederation of Tourism (CNT).

Their mission was to firmly anchor Morocco among the world’s top travel destinations.

ATM attracts over 2,800 exhibitors, 55,000 visitors, and travel pros from more than 160 countries.

So yes, it’s kind of a big deal. For Morocco, this was an opportunity to showcase everything we’ve got, from cultural hotspots and luxury escapes to eco-retreats and business-ready cities.

But the real play here is strategic. ONMT is laser-focused on building momentum in high-potential markets, and Saudi Arabia is leading the pack.

In 2024, it became the number one source of Gulf tourists to Morocco, with arrivals jumping by 13%. That kind of growth doesn’t go unnoticed.

ONMT is capitalizing fast, partnering with major Saudi travel players like Almosafer, Fursan, and Flyin.com to keep the momentum rolling.

Beyond the Gulf, ONMT is thinking big, collaborating with global platforms like Wego and Cleartrip to reach booming markets in India and Southeast Asia.

This opens the door to a new wave of affluent, diverse travelers, while also boosting Morocco’s brand image across the broader Gulf Cooperation Council (GCC).

And here’s a power move: ONMT inked a strategic deal with Emirates Airlines during the event.

This partnership aims to tighten air links between Morocco and key Asian markets: think Japan, South Korea, India, and Australia, leveraging Dubai’s status as a major global hub.

ONMT is orchestrating a masterclass in market diversification and brand elevation. By aligning with heavy-hitters in the travel world and tapping into the fastest-growing visitor pools, Morocco is securing its seat at the table of global tourism powerhouses, chessboard and all.