The 45th edition of the Madrid International Tourism Fair (Fitur) began this Wednesday with the active participation of Moroccan professionals. Led by the Moroccan National Tourism Office (ONMT), the Moroccan delegation, made up of more than 180 tour operators, will shed light on the different facets of the Kingdom’s travel destinations for four days. On January 22, 2025, King Felipe VI. and Queen Letizia, who were present at the opening of this show, were warmly welcomed in the Moroccan Pavilion by HE Karima Benyaich, Moroccan Ambassador to Spain, Achraf Fayda, Director of the ONMT and Hamid Bentaher, President of the CNT, Samir Goudar, President of the Regional Council Marrakesh-Safi, Aziz Lebbar, deputy mayor of Fes and major tour operator, as well as many Moroccan professionals. The royal couple spoke with the ambassador for a few minutes, underlining the importance of the centuries-old friendship between the two countries.
As with previous editions, Morocco is particularly well represented at Fitur 2025, especially in the first hall of the IFEMA exhibition center in Madrid, dedicated to African countries, with an exhibition of more than 712 m² dedicated to the Kingdom’s assets. For the Moroccan ambassador, Spain remains a strategic market for Moroccan tourism, as evidenced by the 3.5 million Spanish tourists who visited Morocco in 2024, an increase of 16% compared to 2023. This dynamic is confirmed by a 20% increase of flight capacity supports winter 2024-2025 as well as the opening of new routes such as Madrid-Dakhla and Lanzarote-Dakhla. These initiatives are expected to support 8% growth in summer 2025.
From the first day of the fair, ONMT signed several strategic agreements to strengthen relationships with the main players in the tourism sector in Spain and Portugal. These partnerships include collaborations with confederations, travel agencies and international platforms. The announced projects include the organization of specialized events in Morocco, such as the CEAV Travel Days in October 2025 and the APAVT Annual Congress in 2026. These initiatives aim to position Morocco as a leading travel destination.
With upcoming major events such as the 2025 Africa Cup of Nations and the 2030 World Cup, the ONMT is planning targeted communication campaigns to capitalize on the growing interest in the Kingdom. In addition, the creation of a new sea line between Tarifa and Tangier Ville, in collaboration with Balearia, shows the desire to intensify tourist exchanges between the two coasts.
DNES à Madrid, YOUNESS SAAD ALAMI
