Morocco made a powerful impression at the opening of the 45th World Travel Market (WTM) London 2025, reaffirming its position as one of Africa’s most dynamic and culturally rich tourism destinations.
The prestigious global event, held at the ExCeL London Exhibition Centre, brought together over 35,000 industry professionals, 5,000 exhibitors, and representatives from 180 countries — all converging to shape the future of international travel and tourism.
According to Moroccobeat.com, the Moroccan pavilion, covering over 900 m² and designed by the Moroccan National Tourist Office (ONMT), captivated visitors with a dazzling celebration of the country’s diverse heritage: imperial cities, Atlantic coastlines, mountains, desert landscapes, craftsmanship, music, and gastronomy. Morocco’s strong presence at the WTM reflects the nation’s growing confidence on the global tourism stage. This participation is part of a long-term international promotion strategy aimed at strengthening Morocco’s visibility and consolidating its position in the British market, the Kingdom’s third-largest source of tourists, with nearly one million visitors recorded by August 2025.
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The expansion of air connectivity has been a cornerstone of this strategy. Today, direct routes link major UK cities to nine Moroccan destinations, demonstrating the vitality and strength of Morocco–UK tourism partnerships. Airlines and travel operators continue to highlight Morocco’s unique mix of tradition, hospitality, and modernity as one of the most compelling offerings in Africa and the Mediterranean.
Under the unified banner of the Kingdom, six Regional Tourism Councils (CRT) joined the 2025 edition of the fair. Two flagship regions Marrakech and Agadir, were placed in the spotlight for their international appeal and tourism infrastructure. “The WTM represents an exceptional showcase to promote the richness and potential of the Casablanca–Settat region,” said Bouchra Taibi, Deputy General Director of the CRT Casablanca–Settat, highlighting the region’s 235 km of coastline, architectural heritage, and rural landscapes. Ahmed Sentissi, President of the CRT Fès–Meknès, emphasized the importance of the event in enhancing the region’s cultural and natural diversity and in fostering partnerships with global travel operators.
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Similarly, Mehdi Hameda Benchekroun, President of CRT Rabat–Salé–Kénitra, described the capital region as “a destination of excellence that combines authenticity and modernity,” supported by large-scale hospitality and cultural projects. Their participation together under the Morocco brand sends a clear message: the Kingdom’s tourism renaissance is a collective national effort.
The 2025 edition of the WTM comes at a particularly favorable moment for Moroccan tourism, which continues its strong upward trajectory. The Kingdom has set an ambitious target of welcoming 26 million visitors by 2030, in the broader context of co-hosting the FIFA World Cup 2030 with Spain and Portugal. This major sporting milestone is expected to create powerful synergies for Morocco’s image and its international appeal. The Moroccan pavilion at WTM served as both a cultural showcase and a symbol of this ambition. A monumental LED sphere designed in the shape of a football combined zellige mosaic, moucharabieh patterns, and national colors, a stunning tribute to Morocco’s passion for football and its creative identity. An immersive “Kingdom of Football” zone retraced the country’s sporting legacy, blending emotion, art, and national pride.
Beyond professional meetings and trade discussions, Morocco’s pavilion won the hearts of visitors with its vibrant cultural program. Gnaoua rhythms, refined Moroccan cuisine, and live demonstrations of traditional crafts transformed the stand into a living art space. Attendees were fascinated by the Kingdom’s authenticity and artistic energy.
WTM London 2025, themed around innovation and sustainability, provided Morocco with a prestigious platform to showcase its leadership in responsible tourism. The ONMT emphasized projects promoting eco-conscious travel, community engagement, and heritage preservation. Moroccan regions are increasingly developing green hotels, sustainable coastal resorts, and rural tourism circuits that balance economic opportunity with environmental respect. By combining creativity, hospitality, and strategic foresight, Morocco’s tourism sector continues to shine as one of Africa’s most resilient and forward-thinking industries. The Kingdom’s vision anchored in sustainability and innovation positions it not only as a top destination but also as a model for tourism excellence across the continent.
