Morocco launches a campaign to boost tourism after the earthquake
“Forever Marrakech, as long as the sun rises, Marrakech will shine.” "This new graphic signature from the Moroccan National Tourist Office (ONMT) symbolises the resilience of the entire country following last September's deadly earthquake.
“It is vital to let the whole world know that one month after the earthquake, our country has returned to normal life. We are convinced that the future is bright, thanks to an offer that focuses more on experiences (culture, food, etc.) than on destinations. The aim is to double the number of tourists to Morocco (11.2 million in 2022) by 2030, when we will be co-hosting the Football World Cup with Spain and Portugal,” explained Fatim-Zahra Ammor, Minister of Tourism, when interviewed by Euronews.
When light speaks louder than words
This new "Forever Marrakech" signature is accompanied by a radiant, mellow video clip featuring Moroccan singer Meryem Aboulouafa (cover of "Breath of Roma"), which has been widely shared on social media. There is no voice-over, just the play of light and shadow on faces and mythical places (the Medina, Majorelle gardens, Jemaa el-Fna square, etc.).
International springboard
In mid-October, the annual meeting of the World Bank and the International Monetary Fund was held in Marrakech, and it was during the plenary session (attended by 14,000 people of 150 nationalities) that the ONMT officially launched its new campaign, giving it a global reach. The campaign is now being rolled out in strategic markets (France, Spain, Germany, the United Kingdom and the United States), mainly through digital and urban advertising. For the ONMT, 'Forever Marrakech' is just the beginning, as other Moroccan tourist cities are set to take their turn in the spotlight.
