Morocco’s Ambitious Plans To Join The Top Ten Tourist Destinations By 2030, With Strong Support From France, Spain, UK, Italy, And Germany At WTM 2025

Published on November 5, 2025

Morocco’s goal to rank among the world’s top ten tourist destinations by 2030 isn’t just a dream—it’s a well-structured national strategy powered by strong European partnerships. At World Travel Market London 2025, Morocco unveiled its ambitious tourism roadmap, backed by key allies including France, Spain, the UK, Italy, and Germany. These nations have become not only major source markets but also strategic collaborators in investment, marketing, and sustainable tourism development. With tourism arrivals already breaking records and large-scale infrastructure projects underway, Morocco’s vision to elevate its global standing reflects both confidence and commitment. The country’s upcoming role as co-host of the 2030 FIFA World Cup further amplifies its determination to transform into a world-class tourism powerhouse.

Morocco is positioning itself to be one of the top 10 global tourist destinations by 2030, driven by bold ambitions and significant momentum. This goal aligns with the country’s role as a co-host of the 2026 FIFA World Cup, alongside Spain and Portugal, offering an unprecedented opportunity to elevate Morocco’s global tourism profile.

In 2024, Morocco achieved a historic milestone by welcoming 17.4 million international visitors, a 20% increase over the previous year. This increase surpassed Egypt’s 15.78 million arrivals, marking the highest growth in Morocco’s history. The upward trend continued into 2025, with 13.54 million visitors recorded by July, reflecting a 15% rise compared to the same period in the previous year. The nation’s primary markets remain France, Spain, the UK, Italy, and Germany, with the UK showing particularly strong growth. Arrivals from the UK increased by 25% by August 2025, and the number of weekly flights between regional airports and Morocco nearly doubled. Currently, 14 regional airports offer direct connections to various Moroccan cities, making it more accessible than ever before. A major airline is also launching a new route in November, further expanding Morocco’s connectivity.

To break into the top 10 global tourist destinations, Morocco will need to surpass 36 million international visitors. This is the number Greece reached in 2024 to claim the 10th spot worldwide. Reaching this target would represent a significant leap for Morocco, underscoring its rising appeal as a must-visit destination.

In preparation for the World Cup, Morocco is investing heavily in infrastructure, laying the foundation for the country’s tourism future. Among the most important projects are airport expansions, new highways, and the development of a high-speed rail line that will connect Kenitra to Marrakech via Casablanca, dramatically reducing travel times. This rail line will make it easier for tourists to explore multiple cities in Morocco, contributing to the overall tourism experience. In addition to transportation, Morocco is witnessing a boom in luxury hotel investments. In 2024, high-end hotels such as the Four Seasons Rabat at Kasr Al Bahr, Park Hyatt Marrakech, and Ritz-Carlton Rabat Dar Es Salam opened their doors. Looking ahead, several more luxury hotels are slated to open between 2025 and 2026, including the Waldorf Astoria Rabat Sale, LXR Casablanca, Hilton Rabat, and Curio Collection Rabat & Casablanca. These new hotels will provide high-quality accommodations that meet the growing demand from international tourists.

The government and the Moroccan Tourism Office are using the World Cup as a springboard to enhance the overall visitor experience. The goal is to elevate Morocco’s hospitality standards, ensuring that the country’s offerings are on par with those of its European co-hosts. Alongside the World Cup, Morocco will host the Africa Cup of Nations in December and a significant global tourism summit in 2026, reinforcing its position in the adventure tourism sector. These events will not only boost Morocco’s tourism visibility but also strengthen its appeal as a destination for both sports tourism and cultural experiences.

Morocco is also developing a comprehensive promotional strategy for 2026, focusing on influencer marketing to showcase the country’s diverse offerings. This new marketing approach highlights the country’s vast array of landscapes, from its majestic mountains and sweeping deserts to its pristine coasts and vibrant local festivals. The country is positioning itself as a year-round destination, where visitors can enjoy a variety of experiences. Morocco is also tapping into the burgeoning golf tourism sector, with 45 golf courses set against some of the world’s most stunning natural backdrops. These courses, ranging from coastal areas to inland regions, are expected to draw golf enthusiasts from around the world, adding to Morocco’s diverse tourism offerings.

Despite the rapid pace of development, Morocco is committed to maintaining a balance between growth and sustainability. The country is focused on ensuring that tourism benefits local communities, with an emphasis on preserving the environment and cultural heritage. Tourism is helping to uplift rural areas by improving access to remote regions through new infrastructure projects. This expansion is creating job opportunities and fostering economic development in communities that have traditionally been less connected to the tourism sector. The development of traditional Kasbahs and other cultural landmarks is also helping to provide employment to local residents, ensuring that tourism growth benefits all segments of the population. Additionally, women’s cooperatives producing local products such as argan oil, roses, and saffron are being supported, ensuring that the economic benefits of tourism are felt across society.

Morocco’s Tourism Office has placed a significant emphasis on international tourism exhibitions as a key part of its promotional efforts. Events like WTM London 2025 are crucial for Morocco’s strategy to showcase the country’s unique offerings to the global market. At WTM London, Morocco’s stand will be expanded, featuring culinary demonstrations, displays of local artisans, and a showcase of traditional clothing, such as the kaftan. These exhibitions are important platforms for Morocco to build connections with travel industry professionals and engage directly with potential visitors, helping to position the country as a top destination for both leisure and business tourism.

Morocco is determined to join the world’s top ten tourist destinations by 2030, driven by record visitor growth, major infrastructure projects, and strong backing from France, Spain, the UK, Italy, and Germany showcased at WTM London 2025.

Morocco’s tourism strategy is focused on leveraging its rich cultural heritage, stunning landscapes, and vibrant local traditions to attract more visitors from around the world. By combining infrastructure development with a strong marketing strategy, the country is on track to become a leading global tourist destination. As Morocco continues to build on its strengths and invest in sustainable growth, it is well-positioned to meet its ambitious goals and secure a place among the world’s top 10 tourist destinations by 2030.