Morocco’s strong momentum as a fast-growing tourist destination is drawing significant interest from Dutch tour operators, according to Frank Radstake, Director General of the Dutch Association of Travel Agents and Tour Operators (ANVR), the largest professional organization of its kind in the Netherlands.
Radstake told MAP-Brussels that the 230 Dutch tourism professionals who took part in ANVR’s annual congress, held in Rabat from November 13 to 16, showed great enthusiasm for Morocco and expressed a strong willingness to promote the country as a high-potential destination to their clients.
During their stay, participants explored Morocco’s renowned hospitality and discovered the diversity of tourism opportunities the Kingdom offers. Radstake said the group was “captivated by the beauty and cultural richness” of the cities they visited, voicing confidence that the number of Dutch travelers choosing Morocco will increase significantly as early as next season.
The ANVR Director General also affirmed the association’s intention to establish a commercial partnership with the Moroccan National Tourism Office (ONMT) to develop long-term cooperation between Dutch and Moroccan tourism professionals and strengthen tourism exchanges between the two countries. He noted that ANVR hopes ONMT will become a destination business partner, which could pave the way for organizing a high-level summit in Morocco in the coming years.
Radstake highlighted that the congress in Rabat offered an opportunity to reflect on “400 years of connecting Morocco and The Netherlands,” while showcasing Morocco’s tourism potential to Dutch travel agents and tour operators. The event included presentations on centuries-old ties between the two nations and in-depth insights into Morocco’s broad tourism offerings.
He recalled that Rabat’s selection as the host city for the 2025 ANVR congress was part of a project initially planned for 2020 but postponed due to the COVID-19 pandemic. The association had been waiting for a new opportunity to visit Morocco, he said, adding that Rabat—an increasingly attractive tourist destination—was chosen in coordination with ONMT.
Radstake praised the “impeccable” organization of the congress, noting that all objectives were successfully met, as participants discovered a promising destination and built valuable connections during what he described as the largest networking event for the Dutch travel industry. “They showed to be masters in organizational skills and hospitality,” he concluded.
