#onmt

[thewul]

font/ Montserrat

Essentiellement l'exercice concerne Rabat ou l'ONA est implantée, Rabat doit devenir une ville qui prend les choses en main

A commencer par sa propre campagne d'image, en par avec ce qui se fait a l'international

Car une ville doit communiquer, elle doit créer sa propre dynamique dans le domaine social et associatif, culturel et sportif, également établir, et de manière perenne, sa propre communication et communication événementielle sur cette dynamique

Beaucoup de choses ont changé avec le web, et qui font que l'effectif modeste de Rabat City, grâce a des campagnes marketing web ainsi que des campagnes virales sur les réseaux sociaux, c'est possible et ce sont des compétences pointues qui savent faire cela, des talents qui sont clé pour cette ONG, voit son action décuplée sur autant de smartphones, autant de PC ou tablettes, en plus de l'affichage physique

On aurait tort de sous estimer la bâtisse qui devrait accueillir l'effectif de cette ONG, je viens de passer devant, de dire bon c'est une petite agence, avec un budget adéquat elle communique autant que IAM et autres opérateurs ou institutions d'envergure nationale

Bien plus elle communique également a l'étranger, le web n'a pas de frontières, a destination de la communauté Marocaine résidente a l'étranger et des visiteurs de la capitale

Étrangement Rabat City communique dans l'ensemble des grandes villes du Royaume, oui biensur au delà du fait qu'elle soit la capitale le but de la ville de Rabat est également d'attirer des visiteurs nationaux, et donc des autres villes du Royaume

A ce titre j'ajoute le tag ONMT a ce post, puisqu'une stratégie de tourisme national, a ce que je sache jusqu’à présent néglige cet aspect, de voir des affiches de Asilah, de Casablanca, Fes ou Marrakech, a Rabat, et par extension partout ailleurs

Seule la RAM tache de promouvoir ses vols nationaux, vers Dakhla ou autres, hors c'est la tache de l'ONMT de promouvoir le tourisme national, et donc l'offre qu'il constitue

Pragmatiquement et directement, le panneau TFT que nous voyons ici est destiné a la corniche de Casablanca, son inauguration devrait être l'une des premières réalisations de Rabat City

[thewul]

Aside from the talent of Saad, the work done on his video clip for this song is as good as the song itself, and we find the same elements as the logo, modern, dynamic, colorful, hip

ie these fashion models with djellabas and mopeds are as many HD stills for an image campaign, the tourist population of Morocco is not all adults or seniors, and we want to attract more young tourists from abroad

strategy continued: I gave the strategy aspect some more thought, a diversified offering it's true that Morocco positioned itself on the high end luxury segment, but we have to provide for all segments not just one segment

The following might sound strange, as a destination I will still sell stays whose pricing entails that I am only breaking even on costs, strange isn't it

The reason being that as a destination a tourist coming to Morocco is more important than making a one shot margin, he or she might return or spread the word that the destination is worthwhile, and especially on social media

ie breaking even on cost offers constitute for me a marketing tool no different than spending money on advertising

And those would be mostly geared towards the younger tourist segment, who's means are what they are, but they can still visit and enjoy Morocco

Plainly as a hotel if someone tells me you are going to sell stays and only break even on costs I would say no, why I could sell these at full rate, and so the strategy implies firstly strengthening, building new, youth hostels and other such low budget accommodations

Secondly making them into a network in partnership with ONMT that packages these breaking even cost stays, for the youth

Thirdly making them part of available packages within what is a retail or distribution network, that has a wide geographical spread

The end goal being that whatever your budget is when you walk in the offices of one of these retailers there is no such answer as no sorry we don't have an offer for you

Even more so for the 18 to 32 age bracket

Now, youth hostels and low budget accommodations, does by no means signify that they are cheap average units, in fact they are really nice, they're so nice that they're strictly controlled as to who gets to stay there in terms of age bracket

These young tourists are Morocco's future tourists if it is done right, and who can spend more later on in life when they return, we have just highlighted a major aspect of Morocco's tourism strategy, becoming the youth friendly destination and being known for it worldwide

Also with transportation cards giving access to tramways, and buses, even intercity, at discount rates

Building up on low cost plane tickets via a new offering by RAM, a low budget plane fleet for youth travelers, yes that aspect of the strategy is extensive and inclusive and it has to be

Visa wise I don't know much how others are doing it or what is put in place, these youth obtain a 6 months visa with their stay in Morocco which is plenty of time, now where does tourism branch into other things and becomes a means not an end in itself is that this visa is renewable

Meanwhile our young tourists can explore Morocco's education sector that we are developing, like there is no tomorrow basically, and can see what tutions or grants are available, educated youth from worldwide is an opportunity for us plain and simple

Where does the end becomes the means, is that Morocco's tourism industry together with a flexible immigration framework is a tool to build up an expatriate community, in all of Morocco for the future of Morocco, where that expatriates community in itself is nothing new, there has been a sizeable one in the past

It so happens that globalization makes it very desirable to reconstitute it for the enabler that it is, aside from the fact that Morocco has to continue being the place where you get to meet people from all over, it's part of what makes it Morocco

Way to go between ONMT and the Ministry of Education, to set up a framework where youth gets to stay in Morocco and pursue higher education, starting I guess with Al Qarawiyine University near Fes that is meant to become one of the largest international universities worldwide, as well as positioning Rabat as a studies city

[thewul]

An interesting new perspective and work on its image by ONMT, and when we think what is the closest to it in terms of how dynamic, modern and colorful it is, we actually find something very usable in terms of furthering that image within an advertising campaign, yes Morocco is an ancient country with deep history and culture, but its population is mostly young

[thewul]

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Well at this point I have to admit, I have studied tourism a bit, where is this going at some point ONMT has this network of agencies, TO's, 3000 businesses or so all included, where as ONMT I am going to float say 1.5M stays, in a functioning equivalent to that of a treasury

They can hold them, or sell them, or I can say there's too many of them on the market and I am going to shrink the offering, or the opposite, or swipe them, maybe I have other stuff elsewhere

Which to my knowledge is not cutting edge it's purely experimental, hasn't been done before by a tourism office, it could be only online TO's that do it maybe not even, I have a capacity and a market, markets call for regulators

Because this network is online I can now regulate it to the minute if I want to, even based on currency exchange rates, say I would like to have more Yen, it does take away a bit from the poetic dimension of travel, stepping into a travel agency and you could travel around the world

Now you have a destination operator that pushes more stays depending of market currencies, but things are what they are, a voucher is not any different from a treasury bond, it's a paper that says this much has been paid, it will appreciate or depreciate depending of the currency it's been issued in

Possibly even the first country I would be interested in swiping stays with is Indonesia, I can see a real complementarity between both offers, and the second would be Mexico

but these are tied to dates, dates can expire, true and also the reason why they're floating, now the more complex stuff is another party calling for stays during my high season, and I am holding their low season, thus enters compensation mechanisms to balance the transactions

3M stays in total, or 1M each split 60/40 between high and low season and see what gives within a regulated marketplace, I would more than happy to sell or upsell Indonesia or Mexico as destinations, as in packaging them

You opted for relatively weaker currencies, I certainly did that way I am not hurting with go to exchange rates, in fact I do not want those exchanged even, rather pass the ball to Morocco's central bank that is going own this many Pesos or this many Rupiah, locally, figure out what to buy there as in foreign trade, and this would apply to our partners

To narrow down the scope stay tourism focused I actually have use of both to buy hotel units, and this could interest our partners too, local hotel ownership is great incentive for making sales, and it increases those returns

We could become 10 times more, 30 countries or so operating within that marketplace, which when you think of it, airlines went alliances, I do not see why destinations wouldn't, the second step in this process would be for each of the initial 3 countries to co opt another 2 on a regional basis, bringing the network to 9 countries already after it's been tested beyond concept proof

Turkey and Egypt would make me happy, I am staying away from a stronger Euro and both these two have incredible offers

leading to the conclusion that opening up ONMT ownership to Indonesia and Mexico makes sense, it cannot be just sell my stays that falls short because after all ONMT becomes that larger business

what's in it for Morocco, well a third of ONMT with Indonesia and Mexico is worth more than 100% of ONMT without them, a share of ONMT when it becomes 30 countries or double that is still worth more

Eventually the 5 or 6% ownership of the travel agency industry translates towards double that, for countries such as our tourism revenues cannot go towards servicing debt, they have to be invested in going upstream, whether you buy a stay in Morocco or other places has to become less relevant, applied to all parties

At current figures it puts ONMT's annual revenue at 29.6BN USD, and its valuation somewhere near 1.6TN USD, with a combined workforce of 300K

The volumes of stays traded within its marketplace at 60 64 member countries could account for up to 36% of global offering, quite simply it is a giant holding, and the means for destinations around the world to regain ownership of their tourism industry and yes revenues

Last but not least very importantly this marketplace enables its member countries to develop cross member tourism, now regardless of how crucial it is to attract tourists from strong currency markets, developing tourism between countries with weaker currencies is the elephant in the room that we are only beginning to see when we have started to develop national tourism, there is something to pursue past national tourism within that wider ensemble, ie market

That could well account for the same strong currency figures

As developing countries develop and emerging countries emerge, and absolute poverty is eradicated in different places of the world for a new dynamic to take its stead, we are looking towards doubling the size of tourism industry, as a whole

The time to position itself for ONMT and its partners is now

Kigali, Rwanda, it is what it is now, there will come a day in the future when stays in Kigali have to be booked months in advance, and most of those tourists are African, this is what global prosperity means, also better healthcare and population growth, remember the name Kigali and that you have read it here

I do not have a minute to spare for those whose talk is about poverty, and all of the time in the world for those who see unfulfilled potential, everyone can talk about poverty, it takes talent to see potential

[thewul]

scope: rebranding/font/slogan/strategy entity: ONMT

so it's interesting, in the sense that there is a real drive to achieve an image, at the same time basic mistake when you do that is overdoing it, also nice colors, but South Africa went there first and they have locked the colorful theme

the slogan is an important part of it, the message that ONMT wants to convey, is not it, tourism is the activity of the office, it is expected that the office is in action, what message ONMT wants to convey to the tourism industry and Morocco's visitors is more to the point

so a bit of flattening all this and we obtain the following

where at this point either I can continue playing with graphic elements, or I have a strong message to convey

how does it function, we tend to go for the red color first visually, its wired in our visual recognition, then we realize that we didn't read the message and so we go back to the message, a bit like a warranty that the message will be read not skipped on

this I think nicer font is Corbel Regular, pretty standard not too elaborate either we already have the designer font, so as not to get into the way of the message, and its not conflicting with previous slogan font since its obsolete, and its font

for the strategy, we have brushed on it before I think, 589K businesses in the travel agency industry

we want to purchase up to 5 or 6% of that, outbound from different areas in the world and implement drivers for Moroccan tourism products, not enforce them any business is good business but they have to be there, commercial drivers, interesting margins

the tourism industry like any industry is supply chain based, opening hotels and waiting for tourists is done with, buying tour operators of different sizes and travel agency chains and having them drive our tourism sector is much more like it

it cuts down on the fragmentation of the travel agency sector while it shouldn't bother anyone, 5 or 6% are not 10%, at 5% it is equivalent to 14.8BN USD annually, with a workforce of 150 thousands, globally

it's simple in terms of going upstream, maybe more elaborate to implement, and it looks like the actual ONMT venture and priority for years to come

it is a consequent investment budget, certainly is, with a goal, that is to triple the number of inbound tourist stays in Morocco within the next 8 to 10 years

interestingly, when we think we are done, Morocco is inviting 150K tourism professionals and their families for all inclusive 15 days in Morocco, not all at once but as these acquisitions progress

Because they have to know what they are selling, and because big cap ventures is not just throwing money at stuff, the people making it happen are key

Also a pragmatic aspect of owning these businesses is, commercial incentives, interesting margins, but at some point we want to see inbound business, if the numbers aren't there so be it, not past a volume retainer however because that means you are not selling the destination, others are

Now as a travel agent you want to go somewhere, okay I will still propose you Morocco, better if not excellent price quality what do you think, of course I will not force you it's your choice, next time you want to travel I will propose Morocco once again, try to find out why you're hesitating, take note of the stuff that I have to email because it needs fixing, and I will make you a onetime deal that flattens anything else, 25% off on the spot

Especially since I have a volume of those with my package, so it is a comprehensive set of marketing and commercial tools, that said it is also legitimate, if it turns out that its many agencies report sluggish sales, for them to ask ONMT for a review of these packages, and so its both ways as it should

We have just scratched the surface of what is a global tourism industry expertise pole including online, at 150K employees, even indirectly ONMT becomes one of the largest TO's worldwide, where the business is not just to sell Morocco, but to promote the tourism industry to the benefit of all

I would promote Spain or Indonesia day in day out including outbound from Morocco, providing Spain or Indonesia promotes my destination as well, and so win win partnerships are basically what tourism is made of, for its operators and clientele

The reality of the global tourism industry is that a tourist is going to come to my destination 1.5 times, hopefully 2.5 if he likes better than all of the competitive offering on the market, but after that what am I selling, and if you don't understand that fact you're not in the tourism industry, not really

Another thing is, that in the past my destination is all there is and oh look tourists are going somewhere else what can I do, nowadays you build up your destination in terms of service quality, and you buy the business where it is not where you want it to be, tourists nowadays are online waiting to snatch any cost competitive offer to anywhere, they don't even care where that is providing the quality is there

There's been countless hours countless meetings and a lot of money spent on trying to counter the attractiveness of another destination, whereas buying business in that destination to shield a drop in domestic sales made all the sense in the world not otherwise

Did you ever stumble into the hotel of a large hotel chain, and it's almost empty, they don't care, they think in terms of geographical spread, that they can boast 160 countries to their clientele is more important than any single empty hotel somewhere

They have evened the bets which is what you are supposed to do in the global tourism industry, way past your own destination

Thank you for having followed

[thewul]

Tour operators can be inbound or outbound, travel agencies can be retail, selling products directly to the public on behalf of suppliers, or wholesale meaning they purchase tourism components and package tours, sometimes in bulk or its more specific, more specialist niche agencies, trekking in the north pole so forth, we have positioned everything we may as well start with the image

[thewul]

The following work about ONMT is twofold, there is the image of Office National Marocain du Tourisme, the national tourism office or its new image because it has been rebranded, also the tourism strategy of the Kingdom vs the global tourism industry which from these figures we can tell that it is very extensive, and also highly fragmented

[thewul]

Fact check, The travel agency industry's global revenue was estimated at nearly 296BN USD as of January 2024. Overall, roughly 589K businesses operated in this market, with employment reaching approximately three million. *Statista