Atas Experiences event in Morocco ‘highlights touring diversity’

Organisers of the second Atas Experiences trip are confident agents who attended the event in Morocco will help maintain strong sales growth for the north African country.

 

The trip, organised by the Association of Touring & Adventure Suppliers (Atas), took place last week.

 

During the event, director Claire Brighton revealed Morocco bookings among Atas members for the first quarter were 98% up on last year and said: “After the experiences the agents have had on this trip, I am sure this [growth] will continue.”

 

The three-night event, attended by more than 50 member agents, featured a range of activities and excursions in the region around Lake Bin el Ouidane in the Atlas Mountains.

 

Brighton said this year’s showcase was as well received by attendees as the inaugural Experiences trip last year to Lake Como.

 

“It was difficult to equal the success of the first Atas Experiences trip but the initial feedback from our delegates suggests we have done exactly that,” said Brighton.

 

“The more remote location of Bin el Ouidane meant we were able to showcase a completely different side of touring and adventure than we did in Italy and demonstrate to our agents how diverse their options are.”

 

Meryem Bennouna, director of the Moroccan National Tourist Office for the UK and Ireland, which is an associate member of Atas, said UK visitor numbers to Morocco in the first quarter of this year were up 33% year on year. UK arrivals topped one million in 2024, up 42% on 2023, and a record total.

 

She attributed the strong performance to the fact Morocco is “authentic and less crowded”, as well as increased airlift and ongoing investment in infrastructure.

 

Bennouna highlighted the importance of the trade, adding: “Agents are needed to tell you about the itinerary; they will really increase our visibility so we are seen as more than just a city-break destination.

 

“We need agents to help clients [understand] it does not get more adventurous than this.”

 

Zina Bencheikh, EMEA managing director of Intrepid Travel and Atas chair, predicted visitor numbers to her native country would continue to rise.

 

“I could see Morocco was doing something quite special over the last few years,” she said.

 

“It is not a huge destination in terms of visitors but it’s an emerging destination.”

 

Morocco welcomed 17 million visitors last year, making it the most popular destination in Africa.