Morocco is seeking to reinforce its growing status as Africa’s leading tourist destination as it participates in the 2026 edition of the International Tourism Exchange Berlin (ITB), one of the world’s largest tourism trade fairs, currently underway in the German capital.
The Morocco Pavilion at ITB Berlin 2026 was officially inaugurated on Tuesday at the heart of the Mediterranean section of the global event, which runs from March 3 to 5.
The pavilion was inaugurated by Achraf Fayda, Director General of the Moroccan National Tourism Office (ONMT), in the presence of Morocco’s Ambassador to Germany, Zohour Alaoui, alongside numerous Moroccan tourism professionals and operators.
Spanning more than 1,000 square meters, making it one of the most prominent exhibition spaces at the fair, the Moroccan pavilion reflects the Kingdom’s ambition to strengthen its presence among major Mediterranean destinations while consolidating its position as Africa’s leading tourist destination.
Unlike previous editions that focused on promoting a single Moroccan region, the 2026 edition highlights three destinations: Agadir, Fez, and Saïdia. The strategy aims to showcase the diversity of Morocco’s tourism offer and further integrate all regions of the Kingdom into international tourism markets.
Throughout the three-day event, the Moroccan delegation, comprising regional tourism authorities, tour operators, hotel groups, and other industry stakeholders, including the national airline Royal Air Maroc, will hold a series of meetings with international partners to promote Morocco’s tourism products and develop new partnerships.
Morocco’s participation in ITB Berlin comes as the country continues to consolidate its position as one of Africa’s most dynamic tourism destinations. In recent years, the Kingdom has recorded strong growth in visitor numbers, supported by expanded air connectivity, diversified tourism offerings, and sustained international promotion campaigns.
According to Moroccan tourism authorities, the country welcomed close to 20 million international tourists in 2025, marking a historic milestone for the sector and placing Morocco firmly at the top of Africa’s most visited destinations. The figure reflects steady growth following the sector’s recovery from the COVID-19 pandemic and the implementation of Morocco’s tourism roadmap aimed at attracting 26 million visitors by 2030.
The country’s appeal is driven by its diverse tourism assets, ranging from historic imperial cities such as Fez and Marrakech to coastal resorts like Agadir, desert landscapes in the south, and cultural heritage recognized by UNESCO. Improved air connectivity—particularly with European markets—has also played a central role in boosting arrivals.
