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The Hassan Tower in Rabat Morocco By Sarah Hall/Pexels
The prestigious distinction was presented in Paris to Achraf Fayda, Director General of the Moroccan National Tourist Office (ONMT), by SETO President Patrice Caradec. The award underscores the successful strategy of the ONMT in positioning Morocco as the preferred getaway for French travelers.
Strong Growth in French Arrivals
2025 has proven to be a record-breaking year for the Kingdom’s tourism sector. According to the latest data, French visitors remain the backbone of international arrivals in Morocco.
| Metric | 2025 Performance |
|---|---|
| Total French Tourists | Approx. 5.76 Million |
| Growth Rate | +11% vs Previous Year |
| Market Share | 29% of Total International Arrivals |
| Avg. Revenue per Traveler | €1,019 (Rising to €1,058 for Winter) |
A Key Recognition from the French Market
SETO represents the most influential tour operators in France. This recognition reflects a highly structured partnership focusing on connectivity and product diversification. The SETO barometer reported an 8% rise in passenger numbers through tour operators, alongside an increase in the average spend per traveler, highlighting Morocco’s shift toward high-value tourism.
SETO Forum 2026 to be held in Tetouan
In a move that further cements this partnership, Morocco has been selected to host the SETO Annual Forum from March 25 to 27, 2026. The event will take place in the northern city of Tetouan.
Organized annually since 2009, this forum is the premier gathering for French travel professionals to outline medium-term strategies and discuss evolving traveler expectations. Hosting the event in Tetouan highlights Morocco’s commitment to promoting its northern “Mediterranean” gems alongside traditional hubs like Marrakech.
What it means for Morocco
Hosting the SETO Forum reinforces Morocco’s strategic role within European travel circuits at a time of increasing competition. The award and the upcoming forum reflect a continued commitment to structured dialogue between tour operators and Moroccan tourism authorities, focusing on sustainability, digital evolution, and unparalleled hospitality.
