Tourism and Hospitality

Morocco's Tourism Renaissance

Morocco has experienced a remarkable tourism renaissance, establishing itself as one of the world's fastest-growing destinations and Africa's tourism leader. In 2024, Morocco welcomed a record 17.4 million tourists, and by October 2025, arrivals reached 16.6 million—a 14% increase over the previous year. Final projections for 2025 anticipate exceeding 18 million visitors, with ambitious targets reaching for 20 million. This impressive growth has propelled Morocco to 13th position worldwide in United Nations Tourism rankings, marking a historic achievement and recognition of the country's unique blend of culture, history, natural beauty, and modern hospitality infrastructure.

Economic Impact & Revenue

Tourism revenues have soared alongside visitor numbers. Morocco collected USD 12.4 billion (112 billion Moroccan dirhams) in foreign currency earnings from tourism in 2024, representing a 43% increase compared to 2019 and a 7% rise over 2023. Tourism contributes significantly to GDP (approximately 10-12%), creates hundreds of thousands of jobs across hospitality, transportation, retail, and cultural sectors, and supports small businesses and artisan communities nationwide. The sector's multiplier effect stimulates growth in agriculture, construction, handicrafts, and professional services.

Top Destinations

Marrakech - The Tourism Capital

Marrakech is Morocco's undisputed tourism crown jewel, accounting for nearly 40% of total overnight stays. Hotel occupancy reached 68% in 2024 and climbed to 71% in 2025. The city's iconic Jemaa el-Fnaa square, historic medina, luxurious riads, world-class hotels, and proximity to Atlas Mountains make it a magnetic draw for international visitors. Marrakech attracts cultural tourists, luxury travelers, adventure seekers, and business conference attendees alike. Recent openings like the Park Hyatt Marrakech and upcoming developments signal continued investment confidence.

Casablanca - Business & Modern Morocco

Casablanca, Morocco's economic and business hub, represented 9% of total tourist overnight stays with 1.19 million stays. The city attracts primarily business travelers, drawn by its financial district, corporate headquarters, port facilities, and modern infrastructure. Casablanca also offers cultural attractions including the magnificent Hassan II Mosque (one of the world's largest), art deco architecture, vibrant dining scenes, and beach resorts. Upcoming luxury hotels like the LXR Casablanca and Curio Collection properties will expand the city's upscale accommodation offerings.

Agadir - Beach & Resort Destination

Agadir is Morocco's premier beach resort destination, famous for year-round sunshine, sandy beaches, water sports, golf courses, and all-inclusive resorts. The city attracts European tourists seeking sun, relaxation, and coastal recreation, particularly from Germany, France, UK, and Scandinavia. Agadir's modern infrastructure, international airport, and hotel capacity make it accessible and welcoming for leisure travelers.

Fez, Rabat, Tangier & Beyond

Fez mesmerizes visitors with its UNESCO-listed medieval medina, ancient tanneries, Al Quaraouiyine University (world's oldest), and artisan workshops. Rabat, the capital, combines imperial history, museums, coastal attractions, and diplomatic importance. Tangier's strategic location overlooking Europe, cosmopolitan atmosphere, and cultural renaissance attract artists, expats, and cruise passengers. The blue city of Chefchaouen, Sahara Desert tours, Atlas Mountain trekking, coastal towns like Essaouira, and imperial cities complete Morocco's diverse tourism offering.

Luxury Hotel Development Boom

Morocco is experiencing unprecedented growth in luxury and upscale hotel development. In 2024, high-end properties including Four Seasons Rabat at Kasr Al Bahr, Park Hyatt Marrakech, and Ritz-Carlton Rabat Dar Es Salam opened their doors. Between 2025 and 2026, several more luxury hotels are scheduled to launch: Waldorf Astoria Rabat Sale, LXR Casablanca, Hilton Rabat, and Curio Collection Rabat & Casablanca. A strategic partnership valued at 1.5 billion dirhams (approximately $137 million) will develop three luxury resorts in Marrakech and Larache, creating thousands of jobs and expanding Morocco's premium accommodation inventory.

Traditional Moroccan riads (converted historic mansions) have gained immense popularity, offering travelers unique, personalized, and authentic experiences in Marrakech, Fez, and Chefchaouen. These boutique properties blend traditional architecture, local cuisine, and intimate service, attracting discerning travelers seeking cultural immersion.

Key Source Markets

Morocco's tourism success is driven by strong European markets. France leads source markets, followed by Spain, United Kingdom, Germany, and Italy. These five countries combined account for the majority of international arrivals. Regional markets from the Middle East, particularly Gulf countries, contribute significant visitor numbers and high-spending travelers. Transatlantic connectivity is improving, with United Airlines expanding Marrakech-New York service and increased interest from North American markets. Emerging markets in Asia, Latin America, and other African nations present growth opportunities.

Infrastructure & Connectivity

Morocco has invested heavily in transportation infrastructure supporting tourism growth. The country operates modern international airports in Casablanca (Mohammed V), Marrakech, Agadir, Fez, Tangier, Rabat, and Oujda, with expanded capacity and improved services. Royal Air Maroc and international carriers offer extensive connectivity to European cities, Middle East, Africa, and North America. The Al Boraq high-speed train connecting Tangier and Casablanca enables efficient domestic travel. Highways, rental car services, and organized tour operators provide accessibility to diverse destinations.

Sustainable Tourism Initiatives

Morocco is committed to sustainable tourism development that preserves cultural heritage, protects natural environments, and benefits local communities. Initiatives include eco-lodges, responsible tour operators, heritage conservation projects, waste reduction programs, and community-based tourism supporting artisans, guides, and rural economies. Certification programs promote environmentally friendly hotels and activities. Balancing growth with sustainability ensures long-term tourism viability.

Major Events & Attractions

Morocco's event calendar features international film festivals (Marrakech International Film Festival), music festivals, cultural celebrations, sporting events, and business conferences attracting visitors year-round. Preparations for co-hosting the 2030 FIFA World Cup with Spain and Portugal will drive infrastructure investments, global visibility, and tourism growth. Other attractions include UNESCO World Heritage Sites (9 sites total), Sahara Desert experiences, Atlas Mountains trekking, coastal water sports, and culinary tourism featuring tagines, couscous, mint tea, and diverse regional cuisines.

Future Growth Trajectory

Morocco's Tourism Vision 2030 aims to position the country among the world's top 10 tourist destinations, targeting 26 million visitors annually, doubling tourism revenues, and creating 470,000 new jobs. Strategies include diversifying offerings (ecotourism, adventure, wellness, sports), expanding capacity (hotels, transportation, infrastructure), enhancing quality (training, service standards), promoting lesser-known regions, and leveraging digital marketing. Sustained investments, public-private partnerships, and commitment to excellence will ensure Morocco remains a premier global destination.