Casablanca – In a major move to strengthen Morocco’s global tourism appeal, the Moroccan National Tourist Office (ONMT) and Turkish Airlines have signed a strategic partnership agreement in Casablanca. The agreement, signed during an official event marking 20 years of Turkish Airlines’ operations in Morocco, aims to intensify cooperation in tourism promotion and air connectivity, particularly targeting high-potential international markets.

This partnership marks a significant step forward in ONMT’s broader strategy to diversify source markets and enhance Morocco’s visibility on the global tourism map. By joining forces with Turkish Airlines—the world’s leading airline in terms of countries served—the ONMT is working to tap into new regions and attract a broader range of international visitors, especially from underrepresented markets in Asia.

Expanding tourism through joint efforts

The core objective of the agreement is to combine the resources and expertise of both institutions to increase Morocco’s appeal as a travel destination. It includes the joint implementation of co-branded marketing campaigns, the organization of familiarization trips for tourism professionals and international media, and promotional initiatives centered around major global tourism events.

In addition to promotional activities, the partnership focuses on strengthening air connectivity between Morocco and key international hubs. Turkish Airlines’ strategic position at Istanbul Airport—one of the most efficient intercontinental hubs globally—will play a central role in facilitating access to Morocco from Asian, Middle Eastern, and European markets.

“This partnership with Turkish Airlines aligns perfectly with our strategic goal of reinforcing Morocco’s accessibility from major global markets,” said Achraf Fayda, Director General of ONMT. “By leveraging Istanbul’s global connectivity, we aim to diversify our tourist base and support the sustainable growth of the Moroccan tourism sector.”

Istanbul as a gateway to new markets

A key pillar of the partnership is the utilization of Istanbul as a central hub to attract travelers from distant markets. With Turkish Airlines connecting over 120 countries, the airline’s vast network presents Morocco with opportunities to reach tourists from emerging regions that are not yet fully tapped—particularly in Asia, Eastern Europe, and the Middle East.

Since 2019, Turkish Airlines has operated the Istanbul–Marrakech route in coordination with ONMT. The route has steadily expanded, currently offering up to nine weekly flights during the peak summer season. This increase reflects growing demand and the success of prior collaborative efforts between the two entities.

“The Istanbul hub is not only a gateway to Europe but also a bridge to Asia and beyond,” Fayda added. “This agreement enables us to capture new tourist flows and position Morocco as a competitive, year-round destination.”

A long-term vision for sustainable growth

The newly signed agreement is designed to be more than a short-term campaign. It establishes a long-term framework for collaboration between ONMT and Turkish Airlines. Both parties have expressed a shared commitment to working together on a sustained basis, aligning their strategic goals to support Morocco’s broader tourism ambitions.

The initiative supports Morocco’s vision to increase tourism arrivals and diversify its offerings, particularly in the context of growing international competition. It also comes at a time when Morocco is ramping up its promotional efforts, such as the ongoing European tour titled “Morocco, Land of Football,” co-organized by ONMT and the Royal Moroccan Football Federation (FRMF) to promote the 2025 Africa Cup of Nations.

Strengthening Morocco’s global presence

With this partnership, the ONMT continues to roll out its strategy of reinforcing Morocco’s global presence through structured alliances. By building relationships with major international carriers like Turkish Airlines, Morocco is seeking not only to increase visitor numbers but also to improve the quality and diversity of its tourism offer.

This strategy reflects a shift toward targeted, sustainable growth—reaching beyond traditional markets like Western Europe to explore new geographies with strong growth potential.

As global tourism continues to rebound, partnerships like this one are expected to play a crucial role in Morocco’s efforts to position itself as a world-class destination. With improved connectivity, enhanced marketing, and a clear long-term vision, Morocco is taking confident steps to expand its tourism sector and attract a wider, more diverse international audience.