SETO Forum Kicks Off in Tamuda Bay, Morocoo
Morocco has hosted the annual forum of SETO, France’s leading tour operators association. The event took place from March 25 to 27 in Tamuda Bay. It brought together nearly 140 participants, including tour operator executives and industry experts. The Moroccan National Tourist Office (ONMT) led the initiative as part of a targeted strategy.
The French market is Morocco’s top source of tourists. The country welcomed more than 5.7 million French visitors in 2025. This represents an 11% increase compared to the previous year. French arrivals accounted for nearly 29% of all international tourists.
Why Morocco is Gaining Ground
The forum came amid regional tensions in the Middle East. These tensions are reshaping European travelers’ preferences. Morocco is positioning itself as a stable, accessible, and secure destination. Proximity, diversity of experiences, and operational reliability are key factors. French tour operators value these qualities when building their travel programs.
Early indicators for 2026 confirm the upward trend. French arrivals rose by 14% in January alone. The SETO barometer also reported continued growth in passenger flows. Bookings for the winter season show strong momentum.
Promoting New Destinations
The choice of Tamuda Bay as a venue reflects broader strategy. Morocco is promoting new tourist regions beyond traditional destinations. Royal Air Maroc, the official carrier of the event, launched a direct Paris-Tetouan flight. This improves access to northern Morocco. It also supports the emergence of new destinations among French tourism professionals.
SETO has organized its annual forum since 2009. It serves as the main professional gathering for the French tourism industry. The event focuses on market trends and outbound tourism outlook.
A Broader International Push
The SETO Forum follows other major initiatives. ONMT has applied an aggressive approach to multiple priority markets. The same strategy used for North America is now extending to France. It relies on close engagement with tour operators. Promotion of lesser-known regions and strengthening air connectivity are key pillars.
Morocco is also hosting the USTOA Out of Country Meeting from March 19 to 29. This event brings senior US tourism executives to the country. The USTOA board meeting took place on March 25 in Rabat. Discussions focused on strategic partnerships for the 2026-2030 period.
With strong numbers from France and growing interest from the US, Morocco is reinforcing its position as a premier Mediterranean destination.
