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Rabat — Morocco is keen to boost its tourism strategy and promote itself as a destination for sustainable tourism.
The Moroccan National Tourism Office (ONMT) and Intrepid Travel, a global leader in sustainable adventure travel, recently signed a strategic partnership to make Morocco a top destination for responsible tourism.
Held in Rabat, the signing of the memorandum of understanding (MOU) paves the way to attract up to 200,000 tourists per year by 2031.
The two organizations aim to achieve this goal by promoting the North African country as a destination for sustainable and immersive travel experiences.
Australian ambassador Damien Donovan presided over the signing ceremony at the Australian Embassy in Rabat.
Running from 2026 to 2031, the MOU reflects a shared ambition of positioning Morocco as one of the main long-haul destinations for Australian, New Zealand, and North American travelers seeking authentic and sustainable experiences.
The partnership is part of ONMT’s broader strategy to open new markets and respond to a growing demand for more engaging and less standardized travel experiences.
Targeting 200,000 Australian tourists by 2031
The goal of the MOU is to quadruple the number of Intrepid Travel’s Australian tourists which stands at approximately 50,000 visitors to Morocco each year. The new agreement aims to bring the number to 200,000 annually by 2031.
How to get there? The Australian tourism operator has committed to strengthening its promotional efforts through targeted campaigns, with the help of ONMT.
Morocco’s ONMT chief Achraf Fayda welcomed the agreement, stating that it “opens the way to new opportunities for growth, visibility and recognition for Morocco.” The deal will help promote “its destinations, while enriching the travel experience of thousands of customers,” he noted.
Intrepid Travel offers circuits lasting about ten days. Unlike traditional stays focused on major cities, it provides an experience that explores all regions of Morocco, from the Sahara Desert to High Atlas villages and historic medinas.
Each itinerary encourages encounters with locals, discovery of local cultures, and respect for ecosystems.
This tourism model is known for its longer stays, geographic distribution of tourist flows, and better contribution to the local economy, particularly outside traditional tourist areas.
B Corp certified company promotes positive impact tourism
As a certified B Corp company, Intrepid Travel meets high standards of verified performance, accountability, and transparency.
The company promotes tourism with positive impact, adopting an approach that rests on three pillars: environmental sustainability, social equity, and community support.
Meanwhile, Intrepid Travel’s non-profit foundation finances projects in education, social inclusion, and women’s empowerment, closely linked to local population needs.
James Thornton, CEO of Intrepid Travel, spoke on Morocco’s importance in this strategy. “Morocco represents a strategic destination for us. This agreement illustrates our commitment to contributing to the development of responsible tourism deeply rooted in local territories,” he said.
New step in Morocco’s international tourism strategy
This partnership marks a new step in ONMT’s international strategy, which aims to strengthen Morocco’s presence in emerging markets with high potential.
By relying on the expertise of a globally recognized actor in ethical travel, the country intends to diversify its tourist flows while consolidating its image as a responsible, welcoming, and sustainable destination.
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