As Indian outbound travel gathers pace, destinations across the world are recalibrating their strategies to court the country’s increasingly experience-driven traveller. Morocco, already Africa’s most visited destination, is sharpening its focus on India with aggressive trade partnerships, film tourism, destination weddings, and curated luxury experiences.
Speaking to THE WEEK on the sidelines of OTM 2026, Jamal Kilito, Country Manager–India, Moroccan National Tourism Office, outlines why India is now a strategic market for Morocco, the challenges of air connectivity, and how the country is positioning itself as a compelling alternative for seasoned Indian globetrotters.
Q. India is emerging as a high-potential outbound market. How is the Moroccan National Tourism Office tailoring its strategy specifically for Indian travellers?
A. India is not just an emerging market, it is the fastest-growing outbound market globally and one with the highest potential. Every destination must focus on India, and Morocco is no exception. That is why we opened our representative office in India in September 2023. Since then, we have been aggressively building our presence by strengthening partnerships with Indian tour operators and travel agencies. We conduct extensive trade training programmes, familiarisation trips, workshops, and roadshows, and have signed partnership agreements with several major Indian operators.
In terms of growth, Morocco has recorded a 220 per cent increase compared to pre-Covid levels of 2019, and a further 31 per cent growth over the past year. Currently, we are at around 54,000 Indian visitors, and our aim is to cross the one-lakh mark in the coming years. Awareness and interest in Morocco among Indian travellers is steadily rising, with more people adding the destination to their bucket lists.
Q. What progress is being made in improving flight connectivity between India and Morocco, and how critical is it for growth?
A. Flight connectivity is extremely critical. Unfortunately, we do not yet have a direct flight between India and Morocco. We are actively working towards it, but airlines generally consider launching direct routes once passenger volumes reach a certain threshold—around 100,000 visitors.
In the meantime, we are collaborating closely with Gulf carriers such as Emirates, Etihad, and Qatar Airways, as well as working with Egypt as a transit hub. We are focusing on optimising schedules to reduce transit times, and these airlines are actively supporting Morocco through joint marketing initiatives. Discussions with Indian and Moroccan airlines are ongoing, though nothing has materialised yet.
Q. Indian travellers are increasingly seeking experiential and luxury travel. How does Morocco position itself for weddings, film tourism, wellness, and curated cultural experiences?
A. Morocco has long been a preferred destination for film tourism. Numerous Hollywood blockbusters have been shot here, including Gladiator 2 by Ridley Scott. Several Indian films and series have also been filmed in Morocco, such as Rockstar, Ek Tha Tiger, Agent Vinod, and The Freelancer.
Filmmakers are particularly drawn to Morocco for the quality of its natural light—clear skies and consistent lighting help reduce post-production costs. Beyond this, Morocco has a fully developed film ecosystem, with production houses, skilled technicians, actors, and infrastructure that make filming seamless.
When it comes to destination weddings, Morocco and India share strong cultural parallels—rituals, grandeur, and the overall celebratory atmosphere. This makes it easier for Moroccan planners to understand and successfully execute Indian weddings.
Currently, we host around 10 Indian weddings annually, many from the Indian diaspora in the UK and the US, but increasingly from India itself. This segment is steadily growing.
We are also seeing growth in MICE tourism, typically handling corporate groups of 150 to 200 people. In addition, Morocco is positioning itself strongly for honeymoons, anniversaries, birthdays, and other celebratory travel experiences.
Q. Visa facilitation can often be a deal-breaker. How easy is it for Indian travellers to obtain a Moroccan visa?
A. The visa process for Indian travellers is already very simple. Morocco offers an e-visa facility that can be completed in just a few minutes. Applicants only need a scanned passport copy and a photograph. The visa can be issued within a few hours, and in some cases, up to a maximum of four days. There are no queues or appointments involved.
However, it is important to note that Morocco does not offer visa-free entry based on holding US or Schengen visas. Every Indian traveller must apply for a Moroccan visa, as visa decisions are made independently.
Morocco is visa-free for certain nationalities, such as Americans and some Europeans, but not based on third-country visas.
Q. Finally, at OTM 2026, what key message would you like Indian tour operators and travel planners to take away about Morocco?
A. Morocco is an excellent alternative destination for frequent Indian travellers who are always looking for something new. It offers extraordinary cultural richness, diverse landscapes, and a wide range of experiences, from deserts and mountains to historic cities and coastal escapes.
It is no coincidence that Morocco welcomed nearly 20 million tourists in 2025, making it the leading destination in Africa, with an average growth rate of around 15 per cent. Indian tour operators should view Morocco as a strategic destination—just as Morocco considers India a strategic market.