European travel industry shifts focus to sustainability and Morocco’s emerging role as a gateway to Africa
Travel agent and tour operator representatives from across Europe have convened in Rabat, Morocco, for the semi-annual meeting of ECTAA (European Travel Agents and Tour Operators Associations). The gathering serves as a pivotal platform to discuss pressing industry trends, regulatory changes, and emerging technologies, while also offering delegates the opportunity to experience Morocco’s rich cultural heritage firsthand. This event underscores ECTAA’s commitment to enhancing Euro-Mediterranean tourism ties and promoting Morocco as a premier tourist destination in the region.
Among the key themes on the agenda are the future challenges facing tourism. Delegates will deliberate on environmental pressures and social issues such as the growing concern of unbalanced tourism. Discussions will also focus on digital transformation and sustainability, spotlighting the need for the travel sector to adapt to evolving consumer expectations and regulatory frameworks. Notably, the meeting highlights the role of travel companies in fostering inclusive tourism, including efforts to improve accessibility for travellers with physical limitations and bolster local communities through responsible tourism practices.
ECTAA’s spotlight on Morocco aligns with a recently signed strategic partnership between ECTAA and the Moroccan National Tourist Office (ONMT). This two-year collaboration aims to promote both iconic and lesser-known Moroccan destinations, emphasising the country’s cultural richness and sustainability initiatives. Eric Drésin, Secretary General of ECTAA, described Morocco as a “natural gateway to Africa” for European travel firms, signalling the potential for expanded travel offerings across continental boundaries.
Advancements in artificial intelligence and its transformative impact on travel planning and personalisation also feature prominently in the discussions. The integration of AI-driven tools is reshaping how travel agents and tour operators meet consumer demands, optimise operations, and interpret behavioural data. Additionally, regulatory updates will be closely examined, including revisions to the Package Travel Directive, passenger rights across all transport modes, VAT reforms, and new frameworks for sustainability compliance.
The meeting also addresses the ongoing evolution of the travel agency sector itself, touching on the professional recognition of travel advisors and the need for business model innovation to ensure resilience and long-term viability in a competitive market. There is growing interest in the adoption of automated payment solutions to streamline financial processes and mitigate risks, reflecting a broader trend towards technological integration within the industry.
Representatives from national associations across Europe are attending, including Anne Dolan from the Irish Travel Agents Association (ITAA) and Daniela Stoeva of the Association of Bulgarian Tour Operators and Travel Agents (ABTTA). Their participation highlights the collective effort within ECTAA’s 32 full member organisations, which encompass associations in EU Member States, Norway, Switzerland, the UK, and even Morocco itself through the Fédération Nationale des Agences de Voyage du Maroc.
ECTAA’s work extends beyond these biannual meetings. The association’s ‘Preferred Destination of the Year’ programme offers tourism authorities targeted marketing opportunities to access European travel networks, while the Travel Industry Ambassador Programme, launched in early 2024, cultivates innovation and leadership within the sector through professional development and enhanced policymaker engagement.
Taken together, this conference in Rabat represents a vital moment for European travel agents and tour operators to align on strategic priorities, embrace new technologies, and reinforce sustainable tourism practices, all while reinforcing Morocco’s growing stature as a key destination within Euro-Mediterranean tourism circuits.