Morocco Targets French Travellers Beyond Paris with New Tourism Strategy and Regional Flight Expansion

Morocco looks to tap into the French market outside Paris as part of a new tourism strategy. Morocco is looking to diversify its French tourism product as it seeks to extend the appeal of the country beyond the capital, with a focus on better regional connectivity, more extensive destination promotion and greater airline cooperation. The initiative has been launched by Morocco as it looks to turn the strong demand from France into a wider tourism growth opportunity across its cities, coastal destinations, cultural sites and emerging areas.

France remains Morocco’s most important international tourism market. With millions of French visitors travelling to the Kingdom every year, the French market continues to play a central role in Morocco’s tourism expansion plans. The latest strategy focuses on reaching travellers across France, improving access through regional airports and encouraging visitors to explore destinations beyond the country’s best-known locations.

Morocco Expands France Tourism Strategy Beyond Traditional Paris Market

The Moroccan National Tourism Office (ONMT) has introduced a renewed approach aimed at increasing Morocco’s visibility among French travellers outside major metropolitan areas. The strategy was presented in Paris as part of preparations for IFTM Top Resa, one of France’s leading travel industry trade events.

The initiative reflects a shift from relying heavily on major French cities towards creating stronger links with regional markets. By reaching travellers in different parts of France, Morocco aims to increase awareness of its diverse tourism experiences and encourage longer, more varied journeys.

The strategy focuses on:

• Expanding Morocco’s visibility among French regional travellers
• Promoting destinations beyond Marrakech, Agadir and Casablanca
• Strengthening airline partnerships
• Supporting direct air links between French cities and Moroccan destinations
• Creating new opportunities for cultural, nature and regional tourism

The approach is designed to make Morocco more accessible to a wider French audience while spreading tourism benefits across more areas of the Kingdom.

France Remains Morocco’s Largest Tourism Source Market

The importance of the French market continues to shape Morocco’s international tourism plans. In 2025, Morocco welcomed more than 5.7 million French visitors, making France the country’s leading foreign tourism source market. French travellers represented approximately 29% of international arrivals to Morocco.

Morocco’s overall tourism performance has also reached record levels, with international arrivals increasing strongly in recent years. The growth of the French market has contributed significantly to hotel demand, transport activity, restaurants, cultural attractions and local tourism businesses.

Key French market indicators include:

The strong performance demonstrates why Morocco is investing further in France-focused promotion while also seeking new growth opportunities.

Regional Flights Become Key Driver for Morocco Travel Growth

A major element of the new strategy is the expansion of air connectivity between France and Morocco. The tourism sector increasingly depends on direct access, and Morocco is working with airlines to improve connections between French regional cities and Moroccan destinations.

Historically, many international travellers have entered Morocco through major gateways such as Casablanca and Marrakech. However, the latest strategy aims to create more direct travel options from cities outside Paris.

The expansion of regional air access could support tourism growth in destinations such as:

• Ouarzazate, known for film locations, desert landscapes and cultural heritage.
• Dakhla, recognised for coastal experiences, water sports and adventure tourism.
• Fez, offering historic architecture and traditional Moroccan culture.
• Tangier and northern Morocco, combining Mediterranean landscapes with heritage attractions.
• Essaouira, attracting visitors through beaches, arts and slower-paced travel experiences.

By improving direct connections, these destinations could attract more French visitors who previously focused mainly on Morocco’s major tourism hubs.

Airlines Strengthen Morocco France Travel Network

The growth of Morocco’s tourism market is closely connected with aviation expansion. Royal Air Maroc (RAM) and other airlines have increased operations between Morocco and France, supporting greater travel flexibility.

New connections linking French regional cities with Moroccan destinations are expected to play an important role in attracting additional visitors.

The aviation strategy supports several tourism objectives:

• Reducing dependence on Paris-based travel routes
• Improving access for regional French travellers
• Encouraging repeat visits
• Supporting lesser-known Moroccan destinations
• Creating opportunities for longer stays

The expansion of flights also supports Morocco’s wider ambition to distribute tourism growth across more regions rather than concentrating visitors in a limited number of cities.

Morocco Promotes Hidden Destinations to French Travellers

A central objective of the strategy is to encourage French visitors to discover a wider range of Moroccan experiences.

While destinations such as Marrakech, Agadir and Casablanca remain highly popular, Morocco is increasingly promoting regions that offer different forms of travel.

The country’s tourism offering includes:

• Historic cities with UNESCO-listed heritage sites.
• Mountain landscapes in the Atlas regions.
• Desert experiences in southern Morocco.
• Atlantic and Mediterranean coastal escapes.
• Luxury resorts and wellness tourism.
• Adventure activities including hiking and water sports.

This broader destination approach aims to increase visitor spending, extend travel seasons and create more balanced tourism development.

Tourism Growth Supports Morocco’s Long-Term Travel Ambitions

The France strategy forms part of Morocco’s wider effort to strengthen its position as a leading global tourism destination.

Tourism remains a major contributor to the Moroccan economy, supporting employment, investment and international business activity.

The country is preparing for continued tourism expansion through:

• Airport infrastructure improvements
• Hotel development
• Destination diversification
• International marketing campaigns
• Stronger partnerships with airlines and travel companies

The focus on French regional markets is expected to complement Morocco’s wider efforts to attract visitors from Europe and other international markets.

Regional Connectivity Could Reshape Future Morocco Travel

Morocco’s latest tourism strategy signals a new phase in its relationship with the French travel market. Instead of focusing only on established gateways, the country is seeking growth from a wider network of French travellers.

The combination of regional flight expansion, stronger destination promotion and improved travel accessibility could reshape how French tourists experience Morocco.

The strategy also highlights a wider tourism trend: travellers are increasingly looking beyond famous destinations and seeking authentic regional experiences. By connecting more French cities with more Moroccan regions, the country aims to unlock new tourism opportunities while strengthening its position as one of the world’s most attractive travel destinations.

Morocco is targeting French travellers beyond Paris with a new tourism strategy that will see an increase in regional flight routes and a focus on promoting a wider range of destinations.

The strategy is aimed at sending out the message to French travellers that Morocco is no longer only about Marrakech, Casablanca or Agadir but is offering a whole range of different experiences for the next wave of tourists.