How Morocco forges game-changing pact with ECTAA to spark sustainable tourism boom you need to know

A fresh new chapter of the tourism development of Morocco has been opened. Recently, the European Travel Agents’ and Tour Operators’ Association (ECTAA) has inked a high-impact partnership with the Moroccan National Tourist Office (ONMT). Daringly, Morocco enters the ranks of nearly 80,000 European travel entities. With European markets yet untapped and sustainable travel going viral, Morocco becomes a timeless classic and a new champion. Through campaigns, marathons, and new explorations, the partnership seeks to broaden reach, galvanize responsible travel, and enhance the kingdom’s image when the 2025 AFCON and the 2030 FIFA World Cup are to put it center stage.

A Strategic Leap Into Europe’s Tourism Network

With this partnership, Morocco has secured privileged access to a vast network of European travel agents and tour operators. The ECTAA network, representing 80,000 companies, now opens doors for a full-spectrum engagement—ranging from co-branded campaigns to tailored study days that showcase Morocco’s tourism potential.

While the country already enjoys favor among tourists in the Benelux region—Belgium, the Netherlands, and Luxembourg—this alliance aims to turn that regional love into pan-European loyalty.

Spotlight on Belgium: A Testing Ground That Delivered

Morocco has cultivated a deep relationship with Belgium, a standout in the Benelux cluster. The nation was designated the “Host Country” for Belgium’s prestigious Travel Awards last year. Nearly 1,000 Belgian travel professionals attended the event, reinforcing Morocco’s strategic presence and signaling to the wider European travel market that it’s ready to scale.

Tourism That Runs—Literally

Earlier this year, Morocco didn’t just talk tourism—it sprinted into it. A collaborative initiative between ONMT and YelloSun saw 20 European travel agents participate in the Marrakech half-marathon. Far from a publicity stunt, the run cleverly fused sport and destination marketing, offering firsthand experience of the Moroccan landscape and hospitality. These experiential strategies speak volumes to Europe’s new-age tourists—adventurous, curious, and sustainability-conscious.

Positioning Morocco as a Natural Gateway to Africa

For European travelers eager to explore Africa without straying too far from home, Morocco stands as the perfect introduction. This “natural gateway” status is central to its rebranding campaign. Morocco’s Mediterranean climate, modern infrastructure, and rich heritage make it a convenient and compelling option for both first-time and repeat visitors.

This perception—Morocco as a safe, exciting, and sustainable choice—is what the ONMT-ECTAA alliance aims to magnify.

More Than Marrakesh and Casablanca

The collaboration extends beyond familiar tourist magnets. Morocco aims to spotlight its lesser-known gems—from the tranquil oases of Zagora to the cultural pulse of Fez and the surfing havens along the Atlantic coast. Through co-hosted study days and promotional roadshows, these hidden locales will soon step into the European travel spotlight.

The goal is not just volume but value—longer stays, deeper engagements, and more meaningful travel experiences.

Sustainability at the Heart of It All

Sustainability isn’t an afterthought. It’s a pillar of Morocco’s tourism strategy. This includes:

• Promoting low-impact destinations
• Encouraging community-based tourism
• Supporting local artisans and eco-tourism ventures

This focus aligns seamlessly with Europe’s shift toward responsible travel. By reinforcing environmental consciousness and cultural authenticity, Morocco speaks directly to the values of today’s eco-aware traveler.

Building Internal Strength for Global Challenges

Internally, the ONMT has been busy recalibrating for international challenges and opportunities. A major all-hands meeting recently brought together executives from both headquarters and overseas outposts. The aim? To enhance agility and managerial alignment ahead of two major events that promise to reshape tourism flows: the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup, the latter of which Morocco will co-host.

These tournaments present a golden opportunity to welcome millions of new visitors—if the infrastructure and strategy are in place.

A Gateway Approach Ready for Blast Off

As the world turns its attention to Africa and sustainable travel trends rise, Morocco isn’t just keeping up—it’s leading. The ONMT-ECTAA partnership may be the catalyst that propels Morocco from a favored destination to the ultimate choice for European travelers. Europe is watching, and Morocco is ready.

A Powerful Partnership

In July 2025, the Moroccan National Tourist Office (ONMT) and the European Travel Agents’ and Tour Operators’ Associations (ECTAA) formally sealed a two-year partnership that will open doors to a host of collaborative efforts. The partnership has one clear objective: to promote Morocco as a sustainable and accessible tourism destination for European travelers.

The deal is more than just a marketing collaboration. It’s an ambitious step toward bringing Morocco’s rich cultural heritage, natural beauty, and sustainable tourism practices into the spotlight. The partnership taps into ECTAA’s extensive network of approximately 80,000 European travel agents and tour operators. This network is crucial in reaching a broad and diverse audience, including families, solo travelers, luxury seekers, and adventure enthusiasts.

As Eric Drésin, the Secretary General of ECTAA, noted, Morocco is “a reliable and inspiring partner” and “the natural gateway to Africa.” By strengthening these ties, Morocco aims to solidify its position as the go-to destination for Europeans looking for a travel experience that is both enriching and environmentally responsible.

Sustainable Tourism at the Core

One of the standout features of the ONMT-ECTAA partnership is the shared commitment to sustainable tourism. Morocco’s tourism strategy has long been focused on balancing growth with environmental stewardship. This new partnership takes that mission to the next level by promoting eco-friendly travel experiences, community-based tourism, and responsible engagement with Morocco’s stunning natural landscapes.

Sustainability, for Morocco, is not just about reducing the carbon footprint but also about fostering respect for local cultures and traditions. By engaging with local communities, Morocco ensures that tourism brings economic benefits without undermining the very essence of the places it showcases.

Promoting Eco-Friendly Travel Options

A key element of the collaboration will be the promotion of eco-friendly travel options. Morocco boasts a variety of destinations that are perfect for travelers looking to leave a minimal environmental impact. From the vast, serene expanses of the Sahara Desert to the picturesque Atlas Mountains, Morocco offers countless opportunities for responsible tourism. The partnership will push for promoting low-carbon activities such as trekking, hiking, and camel rides, while also showcasing sustainable accommodations, local eco-lodges, and green-certified hotels.

This emphasis on eco-conscious travel is in perfect alignment with global trends. As European travelers increasingly seek out destinations that prioritize sustainability, Morocco is ensuring that its tourism offerings are not just about luxury or adventure but about making a positive impact on the environment.

Supporting Local Communities

Sustainable tourism is not only about protecting the environment but also about empowering the people who call Morocco home. This partnership encourages a deep focus on community-based tourism, which directly benefits the local populations. By promoting smaller, lesser-known destinations alongside iconic sites like Marrakesh and Casablanca, the partnership aims to diversify the economic benefits of tourism, providing new opportunities for rural and underdeveloped areas.

The ONMT is committed to ensuring that local businesses, artisans, and communities reap the rewards of tourism. This approach supports small enterprises, from family-run guesthouses to local craft markets, creating jobs and driving economic growth while preserving traditional Moroccan culture.

Preserving Natural and Cultural Heritage

Morocco’s cultural and natural assets are among its most valuable tourism draws. Whether it’s the historical medinas of Fez and Marrakesh, the tranquil oases of Zagora, or the UNESCO-listed Ait Benhaddou, preserving these treasures is paramount. The ONMT’s commitment to sustainable tourism goes hand in hand with its efforts to protect these invaluable sites.

Through collaboration with local conservation groups and the Moroccan government, ONMT and ECTAA will work to ensure that tourism doesn’t come at the cost of Morocco’s rich history and natural beauty. The goal is to make travel to Morocco an experience that deepens appreciation for the country’s heritage while minimizing the adverse effects on the environment.

Expanding Morocco’s Reach in Europe

The strategic partnership between ONMT and ECTAA is not only about sustainability—it’s also about expanding Morocco’s presence in the competitive European tourism market. By leveraging the vast network of European travel professionals, the ONMT can directly engage with key stakeholders in the travel industry, bringing Morocco to the forefront of the minds of potential visitors.

B2B Engagement and Market Expansion

One of the main ways this partnership will drive tourism to Morocco is through business-to-business (B2B) events, such as workshops, destination presentations, and networking opportunities. These events will provide European travel agents and tour operators with firsthand knowledge of what Morocco has to offer, equipping them with the tools and resources they need to market the destination effectively.

Additionally, the partnership will host study days to educate European travel professionals about Morocco’s lesser-known regions, such as the remote towns of Chefchaouen and the lesser-explored parts of the Rif Mountains. These initiatives will allow travelers to step off the beaten path, explore new regions, and discover a Morocco that most tourists miss.

Tapping Into New Markets

While Morocco already attracts significant numbers of tourists from Belgium, the Netherlands, and Luxembourg (Benelux), the ONMT and ECTAA partnership is set to broaden Morocco’s reach across other European markets, including Germany, France, Italy, and the UK. The goal is not just to increase the number of visitors but to ensure that these visitors are spread out across Morocco’s many regions, reducing the pressure on popular tourist hotspots and encouraging sustainable travel patterns.

By tapping into new markets, Morocco aims to foster a deeper connection with European travelers, offering them experiences that align with their growing desire for responsible tourism and cultural exchange.

Morocco’s Tourism Boom: A Glimpse into the Future

As Morocco strengthens its ties with Europe through this groundbreaking partnership, the future looks incredibly bright for its tourism sector. With a 20% increase in tourism numbers in 2024 alone, Morocco is already seeing the fruits of its sustainable tourism investments. By focusing on eco-friendly practices, engaging with local communities, and promoting lesser-known destinations, Morocco is creating a tourism model that prioritizes both the traveler and the environment.

Looking ahead, the partnership between ONMT and ECTAA is poised to position Morocco as a top destination for travelers who are not only seeking adventure and luxury but are also conscious of their environmental impact. As the global tourism industry increasingly shifts toward sustainability, Morocco’s timely investment in this model will ensure that it remains a leading player in the market for years to come.

Conclusion

Morocco’s partnership with ECTAA marks a significant step toward sustainable tourism. By aligning with European values focused on eco-friendly practices, community engagement, and cultural preservation, Morocco is paving the way for a new era of responsible travel. This collaboration will not only elevate Morocco’s profile in Europe but also inspire a global shift toward sustainable tourism. Morocco is more than a destination; it’s a model for the future of tourism.