During the event, Ambassador Amrani emphasized that Morocco, with its rich history spanning back centuries, is a land where time seems to stand still among the vibrant colors of its busy markets, the echoes of its ancient medinas, and the whispers of its majestic Sahara. He reminisced memories from the bustling streets of Marrakech to the serene blue alleys of Chefchaouen, passing by magical Tangier, his hometown, to describe the enchanting experience Morocco offers, captivating the hearts and souls of all who visit.
Evoking the diversity of Moroccan culture, Ambassador Amrani underlined the unique mosaic of traditions, music, and cuisine stemming from the influences of Amazigh, Arab, African, and Mediterranean civilizations. He also highlighted the Kingdom’s stunning natural beauty, from the rocky peaks of the Atlas Mountains to the golden sands of the Sahara Desert, noting that whether you seek adventure in the Atlas Mountains, relaxation on the beaches of Essaouira, or the tranquility of an oasis in the desert, Morocco offers something that will touch every traveler's soul.
Ambassador Amrani seized this occasion to invite tourism professionals to tap into the vast potential Morocco holds as a premier destination, emphasizing that with its world-class hospitality, modern infrastructure, and commitment to sustainable tourism, the Kingdom welcomes travelers from around the globe with open arms.
He finally urged guests to share the magic of Morocco with their friends, family, and colleagues, calling them to remember that travel is not just about visiting new places; it is about opening our minds and hearts to new experiences, forging connections with people from different backgrounds, and gaining a deeper understanding of the world we share.
Siham Fettouhi, Director of the Moroccan National Tourist Office in North America (ONMT), outlined the objectives of the promotional campaign, seeking to elevate Morocco’s visibility and commercialization, as well as serve as a platform for Moroccan professionals to engage with American distributors and media influencers, fostering fruitful collaborations. 
She highlighted the roadshow's immersive experiences, featuring authentic activities such as a souk space, traditional tea ceremonies, calligraphy demonstrations, and a tasting session of Moroccan cuisine. She also mentioned the launch, next October, of a new direct flight from New York to Marrakech, aiming to solidify Morocco as a top choice for American tourists.
American tourism to Morocco surged in 2023, according to ONMT statistics, reflecting a 19% increase compared to pre-pandemic levels in 2019. Ambitioning to attract one million tourists annually, Morocco is poised to further establish itself as a must-visit destination for adventure-seeking travelers from the United States.