Casablanca - February 14, 2025 - (MAP) - Morocco signed on Thursday a MoU with Welcome Travel Group, Italy's largest network of travel agents, to host the Group's Annual Convention in Casablanca from April 4 to 7, 2025.

This convention, which will involve 1,500 Italian travel agents, will showcase the destinations of Casablanca, Rabat and El Jadida, according to a release from the Office, pointing out that Welcome Travel Group represents 33% of Italy's total travel agencies, with a 44% market share.

According to the source, the Italian market, which ranks as the 4th largest source of tourists to Morocco, alongside France, Spain, the United Kingdom, and Germany, saw approximately 900,000 Italian tourists visit Morocco in 2024. This represents over 5% of international arrivals.

This positive trend is expected to continue in the coming years, with an average annual growth rate of 7% to 10% through 2030.

The ONMT says it is enhancing its initiatives with key players in the Italian tourism industry. "We see the Italian market as a real opportunity to strengthen Morocco's attractiveness."

Through the establishment of direct flight connections and targeted actions, "we aim to provide Italian travelers with easier access and an authentic experience, making Morocco their preferred destination," emphasized Fayda, as quoted in the release.