Morocco Named Top Travel Partner for 2025 by Italy’s Welcome Travel Group

A Prestigious Recognition from a Major Italian Player

During its annual convention held in Casablanca, the Welcome Travel Group (WTG) — Italy’s leading travel distribution network — officially recognized Morocco as its Best Partner Tourist Destination for 2025. This prestigious accolade highlights Morocco’s growing influence in the global tourism industry, especially in the European market. The event gathered over 1,500 key players from the Italian tourism sector, including travel agencies, tour operators, and MICE professionals. By hosting the convention, Morocco demonstrated both its logistical capability and its cultural charm to industry leaders.

Strategic Partnership with the ONMT

The award was presented to Achraf Fayda, Director General of the Moroccan National Tourist Office (ONMT), in a ceremony that marked a significant milestone in the country’s collaboration with WTG. This recognition reflects the strategic marketing efforts of the ONMT, particularly through its “Light in Action” initiative, which aims to strengthen Morocco’s presence in high-potential markets like Italy. The ONMT’s targeted approach is paying off, not only in visibility but also in the increase of Italian visitor interest and bookings.

Why Morocco Stands Out for Italian Tourists

Italy’s Welcome Travel Group chose Morocco as its top destination partner for several compelling reasons, including:

• Diverse Tourism Offerings: From Sahara adventures to historical medinas and beach resorts
• Cultural Affinity: Strong historical and cultural ties between the two countries
• Accessibility: Direct flight connections from major Italian cities
• Business-Friendly Environment: Growing MICE infrastructure and support from local institutions
• Warm Hospitality: A reputation for welcoming tourists with generosity and care

&

Exploring Morocco: Top Destinations You Can’t Miss

One of Morocco’s greatest strengths as a tourist destination is the sheer diversity of its regions. Whether you’re seeking history, adventure, luxury, or cultural immersion, Morocco offers something for everyone.

The imperial cities are a perfect starting point. Marrakech, with its bustling Jemaa el-Fnaa square, vibrant souks, and luxury riads, blends tradition with modernity in a captivating way. Fès, home to one of the oldest universities in the world, offers a rich tapestry of Islamic heritage and artisan culture, particularly in its UNESCO-listed medina. Rabat, the capital, combines elegance, greenery, and history in a more relaxed atmosphere, while Meknès remains a hidden gem with royal architecture and fewer crowds.

For coastal lovers, Essaouira enchants with its bohemian spirit, fortified walls, and Atlantic breeze — a favorite among surfers and artists. Agadir, with its wide beaches and resort infrastructure, appeals to families and sun-seekers. Further north, Tangier serves as a gateway between Europe and Africa, steeped in cosmopolitan charm and literary legacy.

The Atlas Mountains present a paradise for trekkers and nature enthusiasts. From the snowy peaks of Oukaïmeden to the picturesque villages of the Ourika Valley and the challenging trails around Toubkal, Morocco’s highest peak, the mountains offer both beauty and adventure. Berber hospitality is another highlight of these regions, offering an authentic human connection.

For a taste of the desert, nothing beats a visit to Merzouga or Zagora. Camel treks, sandboarding, and nights under the stars in luxurious desert camps create unforgettable memories. These regions also provide insight into nomadic culture and the raw beauty of the Sahara.

Nature lovers will also appreciate destinations like the Ouzoud Waterfalls, the Paradise Valley near Agadir, or the cedar forests of Ifrane, sometimes called the “Switzerland of Morocco” for its Alpine charm and clean air.

As for wellness and gastronomy, Morocco delights the senses with hammams, argan oil treatments, and rich cuisine combining spices, sweetness, and freshness. From tagines to pastillas, mint tea to fresh dates, the culinary journey is as rewarding as the travel itself.

In short, Morocco is not just one destination — it’s many worlds in one country. This variety is precisely what makes it such a strong draw for Italian tourists and a natural choice for Welcome Travel Group’s 2025 award.

Looking Ahead: Strengthening Mediterranean Synergies

This designation not only reinforces Morocco’s position as a key Mediterranean destination but also opens new doors for future cooperation between Moroccan and Italian tourism professionals. With Welcome Travel Group controlling nearly 44% of Italy’s travel agency market, this partnership is expected to significantly boost Morocco’s inbound tourism. As both countries continue to deepen their ties, this momentum could lead to innovative co-branded offers, increased air connectivity, and broader regional integration within the Mediterranean travel ecosystem.