The Moroccan National Tourism Office (ONMT) unveiled Thursday in Rabat its latest international “Morocco, Land of Light” campaign.
The campaign is the cornerstone of the Office’s promotional action dedicated to international tourism, both in traditional and emerging markets.
“Morocco, Land of Light” aims to position Morocco among the most coveted global tourist destinations, strengthen its reputation and attractiveness to the international public and reinforce its trendy image, especially among younger generations of travelers.
The campaign features three components, namely a visual identity of the Morocco brand, a major promotional film and many display variations.
Speaking on this occasion, the ONMT director general, Adel El Fakir, highlighted the meaning of the brand’s new logo.
“A distinctive mark and sign of status, the seal gives a premium aspect to the identity and its oval shape brings a dimension of wealth, fertility and abundance that evokes hospitality”, he explained.
In addition, Mr. El Fakir noted that light is the first thing that strikes when you discover Morocco, adding that it drives three unique things to Morocco, its people and its experience, namely movement, inspiration and creation.
This unique brand, which seeks to position the Morocco destination in the travel 10 bucket list, will be valid everywhere in the world and declined according to different action plans, he pointed out.
This ceremony was attended by minister of Tourism, Handicrafts and the Social and Solidarity Economy, Fatim-Zahra Ammor, minister Delegate in charge of Investment, Convergence and Evaluation of Public Policies, Mohcine Jazouli, minister of Transport and Logistics, Mohamed Abdeljalil, and the President of the Economic, Social and Environmental Council (CESE), Ahmed Reda Chami.