Tourism in Morocco Shatters Records, Reaches Millions of Visitors

Published on December 4, 2025

Morocco has officially surpassed its tourism milestone, reaching 18 million tourist arrivals by the end of November 2025, according to the country’s tourism ministry. This marks a significant increase of over 600,000 visitors compared to the total number of arrivals for all of 2024, setting a new record for the nation’s tourism sector. With an impressive 13.5% growth from the same period in 2024, this surge in tourism highlights Morocco’s continued appeal to international travellers.

The tourism sector’s record-breaking performance is attributed to several factors, including increased air connectivity, targeted overseas promotion, and the ongoing development of diverse tourism products as part of Morocco’s 2023-2026 tourism roadmap. The country’s strategic initiatives to enhance its global tourism standing have paid off, drawing visitors from around the world to experience its rich cultural heritage, landscapes, and growing tourism infrastructure.

A Strong Year for Moroccan Tourism

The 18 million tourist arrivals in 2025 represent the strongest tourism performance in Morocco’s history, surpassing expectations and solidifying the country’s position as a leading travel destination in North Africa and the Mediterranean. The sustained growth in the number of visitors can be attributed to Morocco’s efforts to diversify its tourism offerings and to improve accessibility for international travelers.

According to the tourism ministry, the 2023-2026 tourism roadmap has been crucial in revitalizing and expanding the tourism sector. The strategy includes initiatives aimed at improving airline connections, increasing global marketing campaigns, and enhancing the overall tourism experience by promoting cultural tourism, adventure tourism, eco-tourism, and wellness tourism.

Key Drivers Behind the Growth

Several factors have contributed to Morocco’s tourism boom, with improved air connectivity standing out as one of the most important. Increased flight availability and more direct routes from major international airports have made it easier for travelers from Europe, Asia, and the Middle East to visit Morocco. The country’s major airports, such as those in Marrakech, Casablanca, and Rabat, have seen significant growth in international arrivals, especially from European markets.

The growth in international visitors has also been supported by a robust promotional campaign targeting key tourist markets. The government, through Morocco’s National Tourist Office (ONMT), has focused on digital marketing, strategic partnerships with international travel agencies, and a strong presence in international tourism fairs to promote Morocco as a diverse and unique destination.

The diversification of tourism products has played a critical role in attracting a broader range of tourists. Beyond the well-known cultural attractions such as Marrakech’s Medina, the Atlas Mountains, and the Sahara Desert, Morocco has increasingly been recognized for its expanding adventure tourism offerings. Travelers are now drawn to activities such as trekking, mountain biking, and exploring remote villages. Additionally, Morocco’s rich culinary tourism, wellness retreats, and beach resorts have become essential parts of the country’s appeal.

Top Destinations and Visitor Demographics

While Marrakech, Fes, and Casablanca remain the top tourist destinations, Morocco’s coastal cities such as Agadir, Essaouira, and Tangier have seen notable increases in visitors. The country’s beaches along the Atlantic Ocean and the Mediterranean offer a mix of luxury resorts, surf spots, and cultural experiences, attracting both local and international beachgoers. The diversity of Morocco’s landscapes, from the Sahara Desert to the Atlas Mountains, continues to captivate tourists seeking unique outdoor experiences.

One of the most significant demographic shifts has been the rise in visitors from Asian markets, particularly from China and India, as the Moroccan government has focused on making the country more accessible to emerging markets. In addition, European tourists—especially from France, Germany, and the UK—continue to account for the largest share of visitors. North African tourists from countries like Algeria and Tunisia have also contributed to the overall growth in arrivals.

Economic Impact and Sustainable Tourism

The tourism sector’s growth is having a notable impact on Morocco’s economy. Tourism-related revenues have significantly boosted local businesses in the hospitality, transportation, and service industries. Morocco’s tourism receipts are expected to continue increasing as more tourists arrive for both leisure and business purposes. The sector is also a significant source of employment, with thousands of jobs in hotels, restaurants, tour guiding, and transportation services created or sustained by the influx of international visitors.

However, the government and tourism stakeholders are mindful of the importance of sustainable tourism practices. As more tourists flock to Morocco, there is an emphasis on preserving the country’s unique cultural heritage and natural landscapes. Efforts to promote eco-tourism, conservation of historical sites, and reducing the environmental footprint of mass tourism are essential to maintaining Morocco’s long-term tourism appeal.

The growth of the tourism industry is also closely aligned with efforts to invest in infrastructure, including hotels, resorts, and modern transportation systems. Projects aimed at improving public transport networks, smart city initiatives, and airport expansions are underway to cater to the increasing number of travelers.

Future Outlook for Moroccan Tourism

Looking ahead, the tourism industry in Morocco is poised for continued growth. The 2023-2026 tourism roadmap outlines additional measures to boost the sector, including training programs for local tourism professionals, expanding cultural and adventure tourism, and creating a more sustainable tourism framework. Additionally, Morocco plans to further tap into the MICE sector, focusing on attracting more international business travelers through conferences, exhibitions, and incentive travel.

Tourism experts predict that 2026 could be another record-breaking year, as Morocco continues to diversify its offerings, attract new markets, and build on the momentum from recent growth. With its rich history, vibrant culture, diverse landscapes, and improving travel infrastructure, Morocco is set to remain a key player in the global tourism industry.

Conclusion: Morocco’s Tourism Success in 2025

Morocco’s tourism industry has seen extraordinary growth in 2025, with 18 million arrivals marking a new record. The country’s strategic focus on air connectivity, promotional campaigns, and tourism diversification under the 2023-2026 tourism roadmap has paid off. As the tourism sector continues to expand, Morocco is well-positioned to remain a leading destination for international visitors seeking a unique mix of culture, adventure, and relaxation in the heart of North Africa.