Morocco is hosting the USTOA Out of Country Meeting 2026 from March 19 to 29, marking the first time the annual gathering of the United States Tour Operators Association has been held on the African continent. Organized in partnership with the Moroccan National Tourism Office, the event brings together fifty senior industry figures, including USTOA board members, tour operator executives, and destination development specialists, for a ten-day immersion across Casablanca, Rabat, Fez, Tangier, Chefchaouen, and Marrakech.
The ONMT described the event as a strategic milestone in its effort to firmly establish Morocco as a premium destination in the American market. The USTOA represents the leading North American tour operators and plays a pivotal role in shaping destination choices and directing tourist flows from the United States. Having this group convene in Morocco signals a clear vote of confidence in the Kingdom’s tourism infrastructure, stability, and hospitality offering.
The timing of the event was deliberately chosen to send a reassuring message amid a turbulent international climate. With tensions in the Middle East generating uncertainty among travelers, the ONMT emphasized Morocco’s identity as a stable, open, and reliable destination — distinct from the conflict zones that have disrupted travel patterns elsewhere. The presence of top American decision-makers on Moroccan soil, the office noted, is itself a powerful counter-narrative.
The strategic centerpiece of the program was March 25 in Rabat, where the USTOA board held its formal meeting, followed by an Industry Day organized by the ONMT. The session brought Moroccan tourism professionals into direct dialogue with American tour operators to present the office’s new strategy for the US market and outline commercial development opportunities for the 2026–2030 horizon.
The partnership fits into a broader ambition to boost Morocco’s profile among high-spending American travelers, improve its positioning in US tour operator catalogues, and accelerate bookings over the medium term. With 19.8 million tourists recorded in 2025 and a target of 26 million by 2030, Morocco is actively cultivating its most promising growth markets.
