Adel El Fakir is the CEO of the MNTO, Moroccan National Tourism Office, since 2018.
Adel defines his mission within MNTO as positioning Morocco as one of the most inspiring and iconic worldwide tourism brand destination.
Adel is known as an adventurous leader and serial marketer who has transformed iconic brands and businesses. He was elected “Personality of the Year in the tourism sector” in 2020, a recognition by the tourism industry for his vision, actions, and passion for challenges while bridging together public and private sectors.
Before joining NMTO, Adel held leadership roles in both the private and public sectors.
He was Managing Director of Atlas Bottling Company, one of the largest Coca-Cola bottlers in Africa. He also served as Regional Marketing Director for North and Equatorial Africa at The Coca-Cola Company and Marketing Manager for Group Bel.
Adel served also as head of the National Moroccan TV & Radio Broadcasting media sales house, transitioning it into a highly competitive commercial and marketing organization.
Adel earned an MBA from ParisTech Ponts & Chaussées, a Bachelor’s degree from the Moroccan Institute of Commerce and Management (ISCAE), and a Master’s in Marketing from the Toulouse’s University of Social Sciences.
Polyglot, passionate about art, culture, and water sports, Adel El Fakir is married, father of three children, and lives in Casablanca, Morocco.