Beni Mellal – Morocco’s National Airports Office (ONDA), operating under its commercial brand Airports of Morocco, has launched a new communication campaign titled “Let’s Take Off,” timed to coincide with the first day of Ramadan to maximize audience reach.
The campaign supports ONDA’s broader “Airports 2030” strategy, which aims to transform Morocco’s airports from purely operational infrastructure into passenger-centered experience hubs.
It is part of a wider national push to raise airport capacity from current levels to 80 million passengers annually by 2030, up from a record 36.6 million passengers registered in 2025.
This matters because Morocco’s tourism trajectory is already accelerating. The country reported a record 19.8 million tourists in 2025 and an official goal of 26 million by 2030. Airports are the choke point that either enables that growth or caps it.
The campaign deploys across television, digital platforms, print media, and outdoor advertising, with a radio phase planned in a second stage to reinforce the campaign’s signature message.
Structurally, “Let’s Take Off” is built around six keywords: Enjoy, Explore, Dreams, Flow, Smile, and Move. Each term corresponds to a specific dimension of the passenger experience that the Airports 2030 strategy aims to strengthen, including journey fluidity, service quality, hospitality, and digital innovation.
Moroccan youth are central to the campaign’s visual identity. The authority chose to anchor the messaging around young Moroccans as a way of connecting the airports’ image to a broader national narrative of ambition and outward orientation.
The Airports 2030 strategy involves investments exceeding MAD 38 billion ($3.8 billion), targeting key airport hubs across the country.
Casablanca’s Mohammed V International Airport is set to handle up to 35 million passengers, while Marrakech, Agadir, Tangier, and Fez are also earmarked for expansion.
Planned upgrades include biometric check-in systems, automated boarding, improved passenger flow management, and enhanced comfort standards.
The strategy is being implemented through coordination between ONDA and several government partners: the Ministry of Interior, the General Directorate of National Security (DGSN), the Royal Gendarmerie, the Directorate of Customs and Indirect Taxes (ADII), and the Ministry of Transport and Logistics.
Aviation currently contributes 7.9% of Morocco’s GDP. The sector recorded 15% growth in 2025, and the capacity expansion is directly tied to Morocco’s broader tourism and economic goals, including its co-hosting of the 2030 FIFA World Cup.
The campaign’s launch during Ramadan reflects a deliberate media strategy. The month draws consistently high viewership across television and digital channels in Morocco, giving the campaign wider initial penetration before the radio phase extends its reach further.
Through “Let’s Take Off,” ONDA is framing the airport experience as a competitive differentiator – positioning Morocco’s airports not only as functional transit points but as part of the country’s value proposition for tourists, investors, and travelers connecting Africa, Europe, and beyond.
