Tourism in action

Established in 1919, ONMT (Office National Marocain du Tourisme) has been at the forefront of promoting Morocco as a premier tourist destination, both nationally and internationally, with a commitment to enriching its tourism offerings and enhancing its visibility.

In the wake of the Covid-19 pandemic, revitalizing domestic tourism became a key priority for ONMT, with a mission to inspire and encourage Moroccans to rediscover their own country. To accomplish this, it was important to make Moroccans fall in love with their country once again and reconnect with their culture.

Morocco unveils a rich diversity of cultures, traditions, and customs—so diverse that Moroccans themselves are yet to fully explore it. Therefore, traveling within their own country becomes an opportunity not only to discover the varied heritage of Morocco but also to discover and connect with fellow Moroccans, especially after how the distance imposed by COVID-19 has left a longing for connection.

To embark Moroccans on a journey of rediscovery, we created the platform Ntla9aw Fbladna to invite them to reconnect with their roots, fellow Moroccans, and themselves. The platform launched with a campaign that encapsulated the most magical landscapes and moments Morocco has to offer across all 12 regions. The platform was also brought to life through a website that gathers all the destinations, playlists specially designed for each one, as well as tips and content to enhance the experience of domestic tourism after the difficult times we just went through.

The campaign achieved outstanding results. It reignited a profound connection between Moroccans and their homeland, motivating them to embark on a journey of rediscovery. Viewers were encouraged to fall in love with Morocco all over again, to reconnect with their roots, fellow Moroccans, and themselves. The campaign succeeded in highlighting the diverse and captivating aspects of Morocco’s regions while emphasizing the quality and safety of its tourism services.