By Michael Baginski/ More than a hundred travel advisors turned out Monday night in Toronto for a gala event hosted by the Moroccan National Tourist Office (MNTO), clearly demonstrating enthusiasm for a destination that is growing in stature for Canadians.
Hosted at the unique Illuminarium venue in the Distillery District, the tourist board and several partners suitably painted a picture of the “Kingdom of Light” through captivating images projected all around guests. And notably, most of the attendees stayed long past the presentation, drinking mint tea and revelling in the exotic Moroccan décor, food and music.
Though increasing in popularity with Canadians, not least due to significant airlift from this country from Air Canada and Transat to both Casablanca and Marrakesh, Siham Fettouhi, North American director for the MNTO in New York, told Travel Industry Today that her country still rates as “under the radar” for many Canadians.
Traditionally, the MNTO has focussed its marketing efforts on Quebec, but Fettouhi says her efforts now include all of Canada. The Toronto event, she noted, will likely be followed by efforts in Western Canada in the Fall.
Meanwhile, support for travel trade and other efforts will be maintained by Montreal-based Canada Market Manager Fahd Karrakchou, though Fettouhi is quick to note that “everything is not just happening in Montreal.”
Currently about 120,000 Canadians visit Morocco annually, which Fettouhi says “is great, but we want to go up.”
That cause is being aided by Transat’s new flights to Marrakesh, launched last June – a service that the MNTO director says has exceeded expectations and which she has hopes will be expanded.
Responsible for both the U.S. and Canada, Fettouhi says Canadians in general are better acquainted with Morocco, for example realizing that the North African country “is not close to Gaza.”
At the same time, she says Moroccans love Canadians. “They’re educated and so respectful of the culture.”
That rich culture, from iconic markets (like the one in Marrakesh) to historic Imperial Cities like Fez, Rabat, and Meknes, is a key drawing card for visitors, but Fettouhi notes that the country – which can be reached on average in 6:45 hours from Canada (closer than many expect) – also boasts exceptional beaches, over 50 golf courses, spectacular gardens, and dramatic landscapes, not least in the High Atlas Mountains.
Importantly, she adds that Morocco is a safe destination – “especially for women” – where English is widely spoken, and the weather is wonderful.
Fettouhi recognizes that Morocco is often included in multi-destination packages that typically include Spain and Morocco but makes the case that her country is so diverse that it should really be considered on a standalone basis.
However, she maintains that even week-long tours there that rush between half a dozen or more domestic destinations hardly do the country justice.
With this in mind, she touts Morocco as an ideal long-stay destination for snowbirds – particularly Canadians who may currently be looking for alternatives to Florida or the other places in the U.S. With condos and riads – traditional Moroccan guesthouses – there are plenty of accommodation options, she notes.
“So, why not Morocco?” she concludes. “There is such potential… and so much momentum right now.”
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