LE FUTURE DE LA COMMUNICATION TOURISTIQUE DANS L’ERE DU DIGITAL : ETUDE COMPARATIVE DES CAMPAGNES VISIT MOROCCO ET N’TLA9AW F BLADNA

Morocco’s tourism promotion strategy relies primarily on communication, adopting various tones and narratives that reflect the characteristics of its target audiences. In this context, the National Moroccan Tourism Office has launched two campaigns: Visit Morocco and Ntla9aw F Bladna. The former targets a broad spectrum of tourists, from the international scene, while the latter focuses on the local market. The main goal of this study is to explore the evolution of tourism communication in the digital era, through a comparative analysis of these two strategic campaigns. It aims to understand how digital campaigns of tourism communication—particularly by using social media and visual storytelling—adapts its messaging to address distinct audiences.