Morocco unveils new tourism pavilion strategy for 2027

The Moroccan National Tourism Office is preparing a new generation of the Morocco Pavilion for major international tourism fairs, launching a tender process to develop a redesigned platform that will support the promotion of the destination from 2027.

The initiative aims to go beyond institutional visibility by transforming the Morocco Pavilion into a business oriented space capable of generating more partnerships for national tourism operators, strengthening the commercialization of Morocco’s tourism offer and supporting the growth of international arrivals.

The new concept will be introduced at seven major events on the global tourism calendar, including fairs in Madrid, Berlin, Dubai, Shanghai, Paris, London and Barcelona. These gatherings bring together leading industry decision makers, airlines, tour operators, travel agencies and investors, where a significant share of international tourism flows is negotiated.

The redesigned Morocco Pavilion will be structured around three complementary areas. A central zone will host Moroccan tourism professionals, Regional Tourism Councils and the national airline. An immersive space will showcase the Kingdom’s regions through a renewed scenography adapted to targeted markets. A third area will be dedicated to premium partners, including hotel groups, receptive agencies and destination management companies, helping increase their visibility among international buyers.

The Moroccan National Tourism Office also plans to broaden participation across the tourism value chain. Restaurateurs, tourist transport providers, activity organizers, outdoor leisure specialists and cultural experience creators will be able to take part in the new format to present a more comprehensive image of the Morocco destination.

Visitors will be guided through ten major experiences designed to highlight the diversity of Morocco’s tourism offer. These experiences will include culture, desert tourism, beaches, cities, hiking, handicrafts, gastronomy, sports and business tourism. Culinary demonstrations, craft workshops and digital experiences will complement the visitor journey.

Through this new approach, the Moroccan National Tourism Office seeks to strengthen Morocco’s competitiveness in international markets. The future Morocco Pavilion is intended to serve as a tool for securing new agreements with airlines and tour operators while creating additional commercial opportunities for the country’s tourism ecosystem.