Morocco in the spotlight in London through Churchill’s works

London – On the sidelines of London’s World Travel Market, the Moroccan National Tourist Office (ONMT) chose the Wallace Collection, a leading institution of British art, for an evening dedicated to the exhibition “Winston Churchill: The Painter.”

Organized at the initiative of the Moroccan Ambassador to the United Kingdom, Hakim Hajoui, and the Director General of the ONMT, Achraf Fayda, this reception brought together art, history, and tourism in an exceptional setting on Tuesday, according to a press release from the Office. The release emphasized that this event reflects the ONMT’s ambition to further associate Morocco with the world of cultural influence.

A British statesman and passionate painter, Winston Churchill had a deep connection to Morocco. The light of Marrakech, the landscapes of the Atlas Mountains, and the colors of the Kingdom nourished his artistic inspiration.

The exhibition retraces his artistic journey, giving special prominence to works created on Moroccan soil.

Among them is his famous painting of the Koutoubia Mosque tower, painted in 1943 in the aftermath of the Casablanca Conference.

Given to US President Franklin D. Roosevelt, this canvas symbolizes a major chapter in world history. Its fate adds a touch of Hollywood glamour to this story. Acquired in 2011 by Brad Pitt for Angelina Jolie, it was sold at Christie’s in 2021, confirming its place among Churchill’s most iconic works.

The presence of Winston Churchill’s family members lends an extra dimension to this event. This tribute takes on a particular resonance through the deep ties between the former British Prime Minister and Morocco, whose landscapes so profoundly inspired his artistic work.

Through this initiative, the Moroccan National Tourist Office (ONMT) affirms a new direction in its international promotion strategy. Culture is becoming a powerful driver of tourism, capable of reaching influential audiences who appreciate art, heritage, and exceptional experiences. By investing in prestigious cultural institutions and highlighting Morocco’s connections with world-renowned figures, the Moroccan National Tourist Office (ONMT) is enriching the destination’s narrative and reinforcing its premium positioning.

With this initiative, the ONMT is opening a new chapter in promoting the Kingdom. It presents a Morocco that leverages its cultural heritage, its power to inspire, and its connections with leading international figures as genuine assets for attracting visitors. This ambition places culture at the forefront of its tourism development strategy.