ONMT Aims to Elevate Agadir as Premier Scandinavian Destination

In a strategic move to bolster Morocco's appeal as a top travel destination, the National Tourist Office (ONMT) has embarked on an ambitious campaign to promote the coastal city of Agadir to Scandinavian travelers. Through a series of meticulously planned promotional tours across four Nordic capitals, the ONMT has set its sights on doubling flight capacity from Scandinavia, starting in the winter of 2024.

The recent "Light Tour" campaign, which spanned from May 27th to 30th, brought together 15 Moroccan tour operators and their Scandinavian counterparts, fostering valuable dialogue and collaboration opportunities. The tour covered the influential capitals of Copenhagen, Helsinki, Oslo, and Stockholm, reaching out to an impressive 150 Scandinavian operators.

With Agadir at the forefront of its efforts, the ONMT aims to position the city as a preferred destination for Scandinavian travelers, especially during the winter months. This strategic initiative seeks to restore the region's former allure and charm, while simultaneously increasing the number of arrivals to bolster its thriving tourism industry.

Recognizing the immense potential of the Scandinavian market, which boasts over 20 million travelers within a population of 26 million, the ONMT has taken decisive action to enhance air connectivity. Beginning in the winter of 2024, seven new routes will be launched by Norwegian Airlines, connecting Agadir and Marrakech to various northern European markets. Additionally, Scandinavian Airlines will double its flights from Copenhagen to Agadir, further solidifying Morocco's accessibility for Nordic travelers.

In total, Morocco now offers an impressive 21 weekly direct flights to the Scandinavian capitals of Stockholm, Copenhagen, Helsinki, and Oslo, as well as to Reykjavik, the capital of Iceland, Riga, the capital of Latvia, and Gothenburg, Sweden's second-largest city situated on the west coast.

With an ambitious goal of attracting 17 million tourists by 2026 and an impressive 26 million arrivals by 2030, Morocco's tourism industry is poised for significant growth. This year alone, the country aims to welcome 15.5 million arrivals, surpassing the 14.5 million recorded in 2023.

Through strategic partnerships, targeted promotional campaigns, and enhanced air connectivity, the ONMT is paving the way for Agadir to emerge as a premier destination for Scandinavian travelers seeking unparalleled experiences and unforgettable memories in the heart of Morocco.