French professionals from the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector recently participated in a familiarization trip to Morocco's southern regions. The event, known as 'La Destination Secrète' (The Secret Destination), is organized by the Moroccan National Tourist Office (ONMT) to promote the country's lesser-known destinations to international event planners.
According to the ONMT, the sixth edition of this initiative took place from March 23 to 27, 2026. The trip aimed to showcase the infrastructure and unique offerings of the Grand Sud, including areas like Ouarzazate and the Draa-Tafilalet region, for hosting professional events and incentives.
The ONMT stated that the delegation included key decision-makers from French companies and agencies specializing in corporate travel and events. The program typically includes site inspections of hotels, convention centers, and cultural venues, combined with experiential activities.
Morocco has been actively developing its MICE tourism sector as part of its broader 2023-2026 tourism roadmap. The strategy aims to attract higher-spending business travelers and position the country as a competitive destination for international conferences and corporate retreats beyond its traditional coastal resorts.
