Achraf Fayda assumed his current position in 2024. In April 2025, the MNTO entered a long-term strategic partnership with the Royal Moroccan Football Federation to develop Morocco as a football (soccer) and tourism destination through the ‘Morocco, Kingdom of Football’ campaign. As part of its larger ‘Light In Action’ strategy, it is partnering with international airlines to implement more direct routes to Morocco, starting in 2025. Achraf Fayda was previously the regional marketing director for Egypt and North Africa at The Coca-Cola Company.