El Fakir joined the Moroccan National Tourism Office (ONMT) as CEO in 2018. ONMT develops commercial and marketing programs with tour operators and airline companies globally, connecting local players to global partners. In April 2022, it launched the Morocco Kingdom of Light Campaign. Morocco welcomed about 11 million tourists in 2022. El Fakir has about 29 years of experience. He has previously held positions at the Atlas Bottling Company and The Coca-Cola Company.