During the meeting organized within the Wilaya of the region and chaired by the Wali of the region, the president of the Moroccan National Tourist Office recalled his vision for the city of Agadir, a tourist city to which his office pays “special attention”. To succeed in this challenge, the ONMT wishes to put in place an aggressive promotion strategy which can be summed up in three points, namely: Make Agadir a strong seaside brand and focus promotion on the most important source markets by occurrence, France, Germany and the United Kingdom. ONMT also wants to integrate Taghazout into the Agadir brand in order to bring innovation and arouse new interest in the brand.
It also wants to strengthen air links from the main source basins. Regarding air links, the ONMT has signed a partnership with Royal Air Maroc, which has been offering since last December 4 new direct flights connecting Agadir to London, Brussels, Manchester and Lyon, at a rate of 2 frequencies per week for every link.
For the Office, this strategy aims to allow the capital of Souss to recover its lost market shares. Over the past five years (period before Covid), the city has seen an average increase in arrivals, set at 8% against a 5% increase in overnight stays.
In detail, the two leading suppliers of tourists are the French and German markets, which have a total market share of nearly 51%. As for the British market, it amounted to + 8% of overnight stays in 2019 compared to 2018.