Tourism: Morocco Strengthens Its Presence at the London World Travel Market
Morocco Showcases Its Tourism Offerings at London’s World Travel Market
The Moroccan National Tourist Office (ONMT) is participating in the World Travel Market (WTM) in London from November 3 to 5, 2026, featuring an 850 square meter pavilion that brings together 47 Moroccan exhibitors. This strategic presence comes at a time of growth in the British market, which recorded nearly one million tourist arrivals in Morocco by the end of August 2026.
Highlighting Moroccan Tourism in London
Morocco is intensifying its promotional efforts in the British market during the World Travel Market, one of the key international trade fairs dedicated to the tourism industry.
The inauguration of the Moroccan pavilion took place on November 3, in the presence of the UK Ambassador to Morocco, Hakim Hajoui, and the General Director of the ONMT, Achraf Fayda, according to a press release from the Moroccan National Tourist Office.
For this 2026 edition, the ONMT has set up an 850 square meter space hosting 47 co-exhibitors. This participation unites several major players in both the national and international tourism sectors, including hotel groups, travel agencies, receptive operators, and business tourism specialists.
This collective appearance reflects the Moroccan professionals’ ambition to solidify their position in the UK market and develop new commercial partnerships.
Eight Moroccan Regions Engaged to Attract British Tourists
Promoting Moroccan destinations is a central focus of this participation. Eight Regional Tourism Councils are attending the fair: Marrakech-Safi, Agadir Souss-Massa, Fès-Meknès, Casablanca-Settat, Rabat-Salé-Kénitra, Drâa-Tafilalet, Béni Mellal-Khénifra, and Dakhla-Oued Eddahab.
The Marrakech-Safi and Agadir Souss-Massa destinations are receiving special attention due to their appeal to British travelers and their pivotal role in expanding tourism flows from this market.
The Moroccan delegation also includes major professional organizations in the sector, such as the National Confederation of Tourism, the National Federation of the Hotel Industry, and the National Federation of Travel Agencies of Morocco.
This mobilization aims to showcase the diversity of the national tourism offerings and strengthen ties between Moroccan operators and international professionals.
Nearly One Million British Tourists in Morocco in 2026
Morocco’s participation in the World Travel Market occurs against a backdrop of sustained growth in arrivals from the UK.
By the end of August 2026, Morocco had welcomed 995,663 British tourists, representing a 7% increase compared to the same period the previous year. These visitors generated nearly 3.4 million overnight stays in the country’s tourist accommodations.
When including arrivals from Ireland, the total number of visitors reaches 1,065,715, according to data from the ONMT.
These figures confirm the importance of the British market in Morocco’s tourism development strategy, which aims to diversify its source markets and attract more European visitors.
Air Connectivity at the Heart of the Tourism Strategy
Improving air links is one of the primary drivers of this growth. Currently, eight airlines connect twelve British airports to eight Moroccan destinations.
For the summer 2026 and winter 2026-2027 seasons, scheduled air capacity will reach 1.97 million seats, an increase of 7%.
In parallel, the commercial partnerships developed by ONMT with tour operators, booking platforms, and distribution networks feature a projected target of 1,355,000 passengers, a 9% increase.
These measures aim to facilitate access for British tourists to various Moroccan destinations and support booking growth in the coming months.
ONMT Aims to Turn Growth into New Opportunities
Through its participation in the World Travel Market 2026, the Moroccan National Tourist Office seeks to solidify existing partnerships, develop new business opportunities, and enhance Morocco’s visibility among international tourism professionals.
The challenge now is to transform the increase in British arrivals into additional market shares, new overnight stays, and economic benefits for Morocco’s various regions.
With a strengthened presence in London and significant mobilization of national actors, Morocco continues its strategy to position itself as a key player in one of Europe’s most important tourist markets.
