Let me be clear: the SETO 2026 Forum is not just a networking event. Behind the official announcements, SETO is undergoing a transformation. Airline partnerships, data, regulations, new members… everything points to a much more strategic repositioning. And for tourism professionals, these are subtle signs that could quickly become major shifts.
Summary
SETO Forum: A deliberate strategic shift
The SETO Forum is being held in Tamuda Bay, near Tetouan, Morocco, until March 27, 2026. This choice was far from arbitrary. As Patrice Caradec, president of SETO, explains, “The discovery of the ‘Moroccan Riviera’ last December was a revelation. All the ingredients were there to host a major SETO Forum.”
According to the trade press, this 2026 edition marks a clear evolution: SETO is no longer content with simply representing tour operators. It is building tools, structuring partnerships and seeking to influence very operational issues.
Airline partnerships: SETO positions itself as a key player
This is probably one of the most concrete topics at the SETO Forum. Following an agreement signed with Air Austral, the union has announced discussions with Air Caraïbes, Corsair, and Air Mauritius. Qatar Airways and Emirates have also expressed interest.
Patrice Caradec clarifies that a 30-day grace period has been granted to tour operators in the event of fuel surcharges. This is far from insignificant in a context of high volatility.
Let me be clear: SETO is becoming a strategic intermediary between production and aviation.
Data: SETO transforms an internal tool into a business lever
Another key topic at the SETO Forum: data. The trade association has recreated, with Travelsoft, a statistical tool covering nearly 80% of its business volume, or approximately 5 billion euros.
Patrice Caradec readily admits: "We are very proud of this tool." And, more importantly, he adds that "8 to 10 tourist offices are ready to sign up to receive the consolidated data."
The logic is clearly changing. Data is no longer just an internal tool. It is becoming a valuable asset, even a source of revenue.
Regulations: SETO takes the lead
On the regulatory front, the tone is more aggressive. Hervé Tilmont, CEO of SETO, is raising concerns about the package travel directive.
"We will need to very clearly define what we mean by place of departure and what circumstances will allow us to cancel a trip tomorrow," he explains.
He also warns against the growing influence of the Quai d'Orsay's opinions, which could have a direct impact on cancellations.
In other words, the legal framework for travel is changing. And SETO wants to have its say in the debate.
Salary transparency and invoicing: very concrete projects
The SETO Forum also highlighted much more operational topics.
On the one hand, there is salary transparency. A study covering 4,500 payslips now makes it possible to structure salary levels. "We now have solid benchmarks to objectively assess salaries," says Hervé Tilmont.
On the other hand, there's electronic invoicing. SETO and EDV have published a white paper to support businesses facing a reform that mandates standardized formats, reporting, and payment tracking.
Let me be clear: many actors still underestimate these issues, even though they are already critical.
A SETO that broadens its scope
The union is also continuing to develop its structure. Five new members are joining SETO, along with eight associate members. A club of expert partners (cybersecurity, AI, consulting) is also in the works.
The objective is clear: to expand the services offered to members and strengthen the ecosystem.
Morocco is using the SETO Forum as an accelerator
This SETO Forum is also a showcase for Morocco. Achraf Fayda, Director General of the ONMT, presented an ambitious strategy for 2030.
Objective: to reach 26 million tourists and diversify the offering beyond Marrakech and Agadir.
The French market is central, with a strong ambition: to double arrivals.
In this context, Tamuda Bay is positioning itself as a premium destination that is still relatively untapped. Enhanced accessibility, upgraded hotels… all the ingredients are there.
What I take away from the SETO Forum
The SETO Forum 2026 showcases a trade association shifting its approach. SETO is accelerating its airline partnerships, leveraging its data for business opportunities, taking a stand on regulatory issues, and expanding its ecosystem. Meanwhile, Morocco is using this event to promote new destinations like Tamuda Bay.
Why this SETO Forum is a turning point
I'll be direct: those who still see SETO as just a union are missing the point.
What I saw at Tamuda Bay was a structure that wants to influence the entire value chain: transport, data, regulation, production.
And in an increasingly complex sector, those who provide tools and frameworks automatically gain power.
The real question now is no longer what SETO is doing. It's how far it will go.
Updates
March 25, 2026: Opening of the SETO Forum in Tetouan.
March 26, 2026: announcements on partnerships, data and regulations.
March 27, 2026: closing of the SETO Forum in Tamuda Bay.
In short
- The SETO Forum 2026 marks a strategic repositioning of SETO.
- SETO is accelerating its partnerships with airlines.
- Data tools are becoming a business lever and a potential source of revenue.
- The union is taking a stand on key regulatory issues such as the package travel directive.
- Payroll transparency and electronic invoicing are becoming operational priorities.
- SETO is expanding its ecosystem with new members and expert partners.
- Morocco is using the SETO Forum to promote Tamuda Bay as a premium destination.
Sources
https://www.tourmag.com/Nouveaux-adherents-outil-partenariats-toutes-les-actus-du-SETO-_a131094.html
https://www.quotidiendutourisme.com/production/tetouan-accueille-le-forum-du-seto-la-riviera-marocaine-sous-le-feu-des-projecteurs-professionnels-970837.php
https://www.laquotidienne.fr/carlos-ghosn-au-forum-du-seto-une-lecon-de-resilience-et-dentrepreneuriat-depuis-le-liban/
https://www.quotidiendutourisme.com/destination/maroc-une-strategie-touristique-ambitieuse-a-horizon-2030-devoilee-au-forum-du-seto-970853.php
https://www.tourmag.com/Royal-Air-Maroc-lance-une-desserte-directe-Paris-Tetouan_a131075.html
https://mtaess.gov.ma/fr/tourisme/feuille-de-route/
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