A trade mission of Belgian professionals is visiting the Kingdom to forge new partnerships.
The appeal of the national tourism offering to European tour operators and investors is reaching a new stage in its international development. From 9 to 13 November 2026, a delegation of Belgian business leaders and industry professionals is visiting the Kingdom as part of a major prospecting mission. Organised by Hub.brussels, the Brussels-based business support agency, in collaboration with the Walloon Export Agency, this initiative brings together tour operators and travel influencers keen to expand their range of holiday options. Over five days of intensive discussions, the European representatives are meeting with officials from the Moroccan National Tourist Office, hotel federations and local incoming tour operators to finalise strategic commercial agreements aimed at diversifying the range of cultural tours and seaside holidays on offer.
Growth momentum driven by source markets
This promotional campaign is underpinned by a remarkable increase in visitor numbers from the Belgian market, with arrivals rising by nine per cent during the first half of the year. This consistent performance benefits from the long-standing presence of a large Belgian diaspora in Belgium and forms part of an ambitious policy to diversify European source markets, as evidenced by the double-digit growth seen in Central European markets. At national level, the tourism sector is showing positive indicators, with nearly sixteen million visitors welcomed by the end of September and revenue totalling seventy-nine billion dirhams by the end of July. This positive trend reinforces the path towards the target of twenty-six million tourists by 2030, the year in which the World Cup will be co-hosted.
Benefits for the value chain and regional employment
Strengthening partnerships with stakeholders in the Belgian market generates direct economic benefits for all tourism operators and regional infrastructure. The conclusion of commercial agreements with international tour operators boosts hotel occupancy, promotes craft tourism and increases demand for urban and air transport providers. By encouraging European operators to include emerging destinations in their itineraries, this cooperation promotes sustainable regional development, creates skilled jobs for young people and supports the development of human capital within the hospitality sector. By positioning the country as a leading tourist hub, this momentum confirms the Kingdom’s status as a driving force for economic and cultural prosperity in the Mediterranean basin.
