The Moroccan National Tourist Office (ONMT) has appointed Finn Partners as its marketing communications consultancy in China, MENA FN reported on Thursday.
The move is part of Morocco’s strategy to increase tourism from China as the kingdom strives to rank among the world’s top 10 destinations by 2026.
Finn Partners will handle PR strategies, influencer marketing, social media content, events, and brand partnerships for the ONMT.
In 2023, Morocco was named Africa’s leading destination, boosting its global tourism aspirations.
“Morocco has maintained a long-standing relationship with China,” said Hicham Bellaziz, ONMT’s chief representative in China.
Morocco offers Chinese tourists an “adventurous journey with authentic cultural experiences, natural wonders, and luxury options,” he said.
Finn Partners’ goal is to position Morocco as an “awe-inspiring destination” and increase its visibility in the Chinese market.
“We are excited about the appointment,” said Jenny Lo, managing partner of Finn Partners China.
She is confident that her firm will elevate ONMT’s marketing efforts and establish a strong foundation to “deliver narratives that highlight Morocco’s natural beauty, culture, art, and lifestyle.”
Morocco’s partnership with Finn Partners reflects its commitment to attracting more Chinese travelers in the coming years.
Morocco hopes to welcome some 500,000 Chinese tourists a year, who on average spend twice as much during their stay as American tourists. With a population of 1.4 billion and 150 million annual travelers, China is the world’s leading tourist-sending market.
This focus on China aligns with Morocco’s impressive tourism rebound. By the end of May 2024, the country had already welcomed over 5.9 million visitors, reflecting a 15% increase compared to the same period last year.