ONMT: A Focused Strategy to Accelerate the Tourism Development of Dakhla
The Moroccan National Tourism Office (ONMT) is embarking on a new strategic phase in Dakhla to support the destination’s growth. In meetings with the Regional Tourism Council, local operators, and territorial authorities, ONMT officials have engaged in discussions aimed at aligning priorities and activating concrete levers for growth.
Strengthened Positioning on High-Value Segments
The primary goal is to take the Dakhla-Oued Eddahab region to the next level by consolidating its positioning in high-value segments, particularly in sports, nature, and experiential tourism. To achieve this, the ONMT is implementing a structured approach based on four key pillars: aviation, marketing, digital strategy, and distribution.
Aviation: A Key Lever for Unlocking the Destination
Improving accessibility is a top priority. ONMT has established several partnerships with national and international airlines to enhance direct connections to Dakhla, particularly from France and Spain. This strategy aims to sustainably unlock the destination and stimulate the growth of international tourist flows.
Intensified Promotion on the International Stage
Dakhla is benefiting from a strengthened promotional framework focused on digital platforms, content creation, and influencer marketing. Campaigns are intensified in strategic markets, while participation in major international trade shows such as IFTM Top Resa and FITUR helps position the destination on the global tourism map.
Moreover, an in-depth effort is underway to forge a broader identity for Dakhla, extending beyond kitesurfing to showcase its beach, natural, and experiential assets.
A Business Strategy Focused on Upgrading Quality
The ONMT is also strengthening its partnerships with tour operators and booking platforms to increase visitor volumes, extend stay durations, and better highlight local offerings. The ambition is to attract a more valuable clientele and support the upgrade of the tourism ecosystem.
Domestic Tourism as a Strategic Lever
The domestic market plays a central role in this strategy. ONMT aims to stimulate internal demand by encouraging more Moroccans to explore Dakhla through targeted initiatives, tailored offers, and enhanced promotion of the region’s assets.
A Coordinated Effort for Sustainable Growth
Through this initiative, ONMT reaffirms its commitment to balanced tourism development, relying on close coordination between public and private stakeholders. This on-the-ground mission aims to accelerate projects, tackle challenges, and ensure sustainable growth, establishing Dakhla as a leading destination on both national and international stages.
