Tourism: Morocco Strengthens Partnerships and Connectivity at ITB Berlin 2026
The International Tourism Fair in Berlin (ITB 2026), which celebrated its 60th anniversary this year, concluded its activities on Thursday in the German capital after three days of meetings and exchanges that gathered 5,601 exhibitors from 166 countries, according to the organizers.
On this occasion, Morocco marked its participation with a significant institutional and professional presence, featuring a pavilion of over 1,000 square meters situated in the area dedicated to Mediterranean countries, alongside Spain, among others.
This positioning allows the Kingdom to promote itself alongside major international destinations while reinforcing its status as the leading tourist destination in Africa.
Inaugurated by the Director General of the Moroccan National Tourism Office (ONMT), Achraf Fayda, and attended by Morocco’s Ambassador to Germany, Ms. Zohour Alaoui, the Moroccan pavilion brought together more than 140 professionals from the sector, including regional representatives, tour operators, hoteliers, and several institutional stakeholders in tourism.
This participation showcased the diversity of the national tourism offering, representing various regions of the Kingdom, including Oriental, Fès-Meknès, and Souss-Massa, while promoting destinations such as Agadir, Fès, and Saïdia.
On the sidelines of the Fair, the ONMT also initiated a series of actions aimed at strengthening air connectivity between Morocco and Germany through agreements with airlines Condor, Eurowings, and Discover Airlines to increase capacities on existing routes and open new connections.
In this dynamic, the national airline Royal Air Maroc (RAM) is enhancing its schedule to Germany, notably introducing new routes linking Nador to Frankfurt and Düsseldorf, in addition to the recently launched Casablanca-Munich line, raising overall air capacity by 34% for the 2025-2026 season.
The distribution aspect was also central to Morocco’s participation, with the strengthening of partnerships with the TUI group and the signing of a strategic agreement with the German tour operator DER, the second largest tour operator in Germany, aimed at achieving a 25% increase in sales over three years.
According to data presented at the ITB, over 930,000 German tourists visited Morocco in 2025, marking an 11% increase compared to the previous year, with Germany now being the Kingdom’s seventh largest source market, contributing 5% of international arrivals.
Remaining faithful to this annual global tourism event, Morocco’s participation in ITB Berlin continues the efforts to enhance the visibility of the destination in key source markets and to solidify its positioning among major destinations in the Mediterranean region.
According to the organizers, the 2026 edition, which featured Angola as the guest country, attracted nearly 97,000 participants from numerous source markets and destinations, despite a tense situation in the Middle East leading to reduced flights in some regions.
The 60th anniversary of the Fair was also marked by the conclusion of global agreements and financial commitments amounting to €47 billion, the same source highlights, emphasizing that these figures confirm the status of ITB as the world’s largest B2B tourism fair.
The next edition of the ITB will take place from March 16 to 18, 2027, in the German capital, with the Maldives as the guest country.
