Morocco Overtakes UAE, Thailand, Italy, Greece, US, UK, and More in 2026 Tourism Growth Surge, Drawing Tourists with Safety, Diverse Attractions, and World-Class Hospitality

Published on February 24, 2026

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Morocco Overtakes UAE, Thailand, Italy, Greece, US, UK, and More in 2026 as the leading destination in tourism growth, marking a significant shift in global travel trends. Surpassing these well-established tourism giants, Morocco has seen a remarkable surge in visitor numbers, driven by a combination of factors that set it apart from other destinations. The country’s emphasis on safety, an increasingly important consideration for travelers worldwide, has made it a preferred choice for those seeking peace of mind while exploring new destinations. Furthermore, Morocco’s diverse range of attractions—from the vast Sahara Desert and Atlas Mountains to the vibrant, historic medinas of Marrakech and Fes—appeals to a wide variety of tourists, including those looking for cultural immersion, nature-based adventures, and rich historical experiences.

In a surprising twist, Morocco has outpaced global tourism giants like the UAE, Thailand, Italy, Greece, the US, and the UK in 2026, emerging as a top choice for travelers seeking a unique and enriching experience. The surge in Morocco’s tourism growth is largely due to its strategic combination of safety, cultural richness, diverse attractions, and its world-class hospitality.

The Rise of Morocco in the Tourism Industry

While countries like UAE, Thailand, and Italy have long been considered prime destinations for international tourists, Morocco’s recent ascent is no accident. In 2025, Morocco experienced a 14% growth in tourism, welcoming a record 16.6 million visitors—a clear reflection of its increasing global appeal. The country has embraced a focused strategy to cater to a wide range of travelers, from digital nomads and luxury seekers to eco-tourism enthusiasts and cultural explorers.

By offering a combination of affordable yet luxurious experiences, rich cultural heritage, and unspoiled natural landscapes, Morocco has become the destination of choice for those looking for something unique beyond traditional tourist spots.

Morocco vs. UAE: A Battle for Regional Tourism Supremacy

For years, the UAE has dominated the Middle Eastern tourism scene, particularly with the rise of Dubai as a global hub for luxury and innovation. However, Morocco’s growing popularity signals a shift in tourism dynamics. Morocco’s safety protocols—which are designed to protect both residents and visitors—combined with its more accessible costs and authentic experiences, are winning the hearts of tourists.

UAE’s lavish shopping malls, towering skyscrapers, and year-round warm weather continue to attract tourists. However, Morocco’s mix of history, nature, and adventure—from the Sahara Desert to the Atlas Mountains—offers a more grounded, enriching experience. Visitors can explore ancient medinas, enjoy sunset camel rides, and experience world-renowned hospitality in boutique riads, creating memories that extend far beyond mere luxury shopping.

Thailand’s Charm Meets Morocco’s Uniqueness

Thailand, long known for its stunning beaches, vibrant street markets, and a wealth of Buddhist temples, has been a top tourist destination in Asia. However, Morocco is emerging as a powerful contender, especially as more travelers seek adventurous experiences combined with cultural immersion.

While Thailand continues to offer breathtaking tropical beaches and a thriving food scene, Morocco has successfully marketed itself as the ultimate destination for those interested in diverse landscapes. The country offers snow-capped mountains, endless sand dunes, and coastal escapes, all wrapped in a rich history dating back to the ancient Berber civilization. With new initiatives focusing on eco-friendly travel, Morocco is increasingly seen as a destination for conscious travelers looking for an alternative to the bustling tourist crowds in Thailand.

Italy’s Historic Beauty vs. Morocco’s Cultural Richness

Italy, the land of ancient ruins, art masterpieces, and romantic gondola rides in Venice, has always been at the forefront of global tourism. Yet, Morocco’s authentic charm and undiscovered gems are slowly edging Italy out of some tourists’ travel plans.

While Italy remains a top contender for art and culture lovers, Morocco is offering something equally mesmerizing: immersive cultural experiences such as Fes’s traditional tanneries, the stunning Hassan II Mosque in Casablanca, and the ancient Roman ruins of Volubilis. Morocco is now a hotspot for cultural travelers looking to explore centuries-old traditions without the overwhelming crowds.

Additionally, Marrakech’s medina, a UNESCO World Heritage site, offers a truly unique blend of culture, commerce, and history, which attracts a large number of tourists seeking authenticity. These experiences offer something distinct compared to Italy’s modernized tourist offerings.

Greece and Morocco: Rivalry in Mediterranean Appeal

Greece—with its sun-soaked islands, historical ruins, and azure waters—has for decades been a classic favorite among global travelers. However, Morocco’s geography offers an unparalleled diversity that can rival even Greece’s best. Morocco’s coastlines along the Atlantic Ocean boast beautiful beaches and surfing spots, while its desert adventures and mountain treks offer a different kind of holiday allure.

The cultural richness of Morocco, embodied by the bustling souks of Marrakech or the spiritual ceremonies in Essaouira, provides a sensory overload that tourists flock to experience. Morocco’s multi-layered heritage, ranging from Arab, Berber, and French influences, creates an incredibly rich cultural tapestry, making it an essential destination for travelers seeking both adventure and history.

The US and UK Face Stiff Competition from Morocco in 2026

While the US and the UK are still prime destinations for travelers interested in cultural landmarks, modern attractions, and city breaks, they are increasingly challenged by Morocco’s diversified offerings. Morocco’s rise in tourism is largely due to its accessibility and relative affordability compared to major Western destinations like the US and UK.

Where the US and UK offer towering cities, vibrant cultural scenes, and historical landmarks, Morocco introduces adventurous experiences, from camel treks across the desert to vibrant souks and palaces, in a more intimate setting. Furthermore, Morocco’s security measures to protect its tourist spots provide peace of mind for travelers who prioritize safety in these uncertain times.

Morocco’s Allure: Safety, Hospitality, and Unique Experiences

The biggest reason behind Morocco’s rise in global tourism rankings is its emphasis on safety. In an age where travelers are seeking destinations that can offer a sense of security and well-being, Morocco’s proactive approach in ensuring the safety of both locals and tourists has become a major draw.

The country’s welcoming culture, epitomized by the legendary Moroccan hospitality, has been the subject of praise from countless tourists. Visitors are often warmly received into the homes of locals, where they enjoy home-cooked meals, experience traditional music, and learn about the country’s rich cultural heritage. Such genuine experiences are becoming increasingly sought after as more tourists yearn for meaningful connections during their travels.

Moreover, Morocco’s tourism infrastructure is evolving rapidly, with the government working to improve roadways, transport links, and accessibility to remote destinations. Cities like Marrakech, Casablanca, and Fes are benefiting from major investments in luxury accommodations, airport upgrades, and new cultural attractions, enhancing the overall visitor experience.

Morocco’s Commitment to Sustainable Tourism

As global travelers are becoming more conscious of their environmental impact, Morocco has also stepped up its efforts in promoting eco-friendly tourism. The country’s growing commitment to sustainability, especially in its desert and mountain regions, reflects an increasing interest in eco-tourism. Initiatives such as low-carbon footprint hotels, eco-lodges, and sustainable agricultural tourism are just a few of the ways in which Morocco is setting itself apart from other popular tourist destinations.

The country is also focusing on heritage preservation. With its rich history and UNESCO-protected sites, Morocco is taking measures to maintain its cultural integrity, offering tourists a chance to experience authentic, undisturbed landmarks and ancient traditions that make it truly unique.

The Future of Moroccan Tourism in 2026 and Beyond

With 2026 shaping up to be another record-breaking year, Morocco is well on track to cement its position as a global tourism powerhouse. Its unique combination of safety, affordability, diverse attractions, and world-class hospitality will continue to draw visitors from all corners of the world.

For those seeking a destination that blends culture, adventure, relaxation, and sustainability, Morocco is quickly becoming the go-to choice. Whether it’s exploring the ancient medinas of Marrakech, hiking through the Atlas Mountains, or witnessing the serene beauty of the Sahara Desert, Morocco has something for everyone—making it the leading destination for 2026.

Morocco’s rise in the tourism rankings for 2026 signals a shift in the global travel landscape. It has successfully positioned itself as a destination that attracts tourists seeking a blend of authenticity, adventure, and modern comforts. As global travelers continue to seek unique experiences, Morocco’s increasing prominence in the tourism sector is a testament to the country’s growing appeal.

Morocco Overtakes UAE, Thailand, Italy, Greece, US, UK, and More in 2026 with a remarkable surge in tourism, driven by its focus on safety, diverse attractions, and world-class hospitality, making it a top choice for travelers seeking authentic experiences, cultural immersion, and adventure.

With a strong commitment to safety, diverse attractions, and world-class hospitality, Morocco is not just competing with traditional tourism powerhouses but is now leading the charge into the future of global travel.