US Suddenly Joins France, Spain, Italy, Germany, UK In Pace-setting Morocco Tourism Growth In 2025, Fueling Demand For Marrakech, Agadir, Casablanca, Essaouira And More Iconic Destinations

Published on November 29, 2025

US has suddenly joined France, Spain, Italy, Germany, the UK, and other European countries in driving Morocco’s tourism growth, contributing to a remarkable 16.7% increase in revenue. This surge in American visitors, alongside strong demand from traditional European markets, has helped Morocco surpass previous tourism records, solidifying its place as one of the world’s top destinations with iconic cities like Marrakech, Agadir, Casablanca, and Essaouira attracting millions of travelers. The kingdom’s strategic expansion of infrastructure, including new accommodations and improved connectivity, has made it a year-round destination, catering to a diverse range of tourists seeking luxury, culture, adventure, and unique experiences.

Morocco’s tourism industry has achieved new heights in 2025, surpassing previous records and positioning itself as one of the most dynamic travel destinations in the world. This remarkable growth is being driven not only by the continued influx of tourists from traditional European markets such as France, Spain, Italy, Germany, and the UK but also by the unexpected surge in visitors from the United States. As Morocco capitalizes on its unique blend of cultural heritage, modern infrastructure, and strategic location at the crossroads of Africa, Europe, and the Atlantic, the country is rapidly becoming a top global destination.

A Record-Breaking Year for Morocco’s Tourism Industry

In 2025, Morocco’s tourism revenues soared to new levels, with the country’s tourism sector reaching MAD 113.26 billion (approximately $11.3 billion) by October. This marks a significant milestone for the kingdom, surpassing the entire 2024 tourism earnings of MAD 112.5 billion ($11.25 billion). The growth represents a 16.7% year-on-year increase compared to MAD 97.04 billion ($9.7 billion) recorded during the same period in 2024.

Tourism expenditures have also surged, with spending increasing by 11.5% to MAD 27.54 billion ($2.75 billion). This has resulted in an improved travel balance surplus of MAD 85.71 billion ($8.57 billion), which reflects an 18.5% improvement over the previous year. The sharp rise in both revenue and spending underscores the growing appeal of Morocco as a travel destination, attracting visitors not only for leisure but also for business, cultural experiences, and high-profile events.

Strong Visitor Growth in 2025

One of the most significant aspects of Morocco’s tourism growth in 2025 is the increase in the number of international visitors. By October 2025, Morocco had welcomed 16.6 million visitors, marking a 14% increase from the previous year. This growth has positioned Morocco among the world’s top 20 most dynamic destinations, with the country securing 13th place in the UN Tourism rankings.

The increasing influx of international tourists is a testament to Morocco’s continued efforts to enhance its global appeal. The country’s government and tourism agencies have worked tirelessly to promote a range of experiences that appeal to a diverse set of travelers, including cultural heritage, adventure tourism, beach destinations, luxury experiences, and major international events.

Key Source Markets Driving Morocco’s Tourism Surge

While Morocco has traditionally relied on European markets for a significant portion of its tourism arrivals, 2025 has seen new growth drivers emerging, particularly from the United States. In fact, the United States now ranks among the top source markets, alongside France, Spain, Italy, Germany, and the UK.

The Top Source Markets for Morocco in 2025:

1. France: Continuing to lead as Morocco’s top source market, France remains the largest contributor to the kingdom’s tourism growth. With over 3.5 million French visitors expected by the end of 2025, France accounts for nearly 25% of total inbound tourism to Morocco. This marks an 18% increase from 2024.
2. Spain: Spain has long been one of Morocco’s key European markets. The proximity between the two countries, along with increased air connectivity, has made Morocco an attractive destination for Spanish travelers. The Spanish market continues to grow, with a steady number of visitors flocking to Morocco’s iconic cities like Marrakech and Casablanca.
3. United Kingdom: The UK is another significant contributor to Morocco’s tourism boom. In 2025, the UK saw a 25% increase in the number of visitors compared to 2024. British tourists are drawn to Morocco’s rich history, cultural offerings, and vibrant cities.
4. Italy: Italy has consistently been one of Morocco’s top European markets, with an influx of Italian tourists attracted to the kingdom’s artistic heritage, cuisine, and Mediterranean charm.
5. Germany: Germany is another key European player in Morocco’s tourism success. German travelers have been increasingly visiting Morocco for both business and leisure, with an uptick in visitors exploring destinations like Marrakech and Essaouira.
6. The United States: In 2025, the US has unexpectedly become a major source market for Morocco, joining the ranks of France, Spain, Italy, Germany, and the UK. The growing number of American visitors is being driven by Morocco’s increasing international profile, attracting travelers seeking a mix of culture, adventure, and luxury experiences.
7. Belgium: Belgium has remained a consistent contributor to Morocco’s tourism growth, particularly in the early months of 2025. Belgian travelers, like their French counterparts, enjoy the proximity and cultural similarities between the two countries.

Expanding Morocco’s Accommodation Capacity

To accommodate the surge in visitors, Morocco has been expanding its accommodation capacity, ensuring that there are enough beds to meet the rising demand. Since 2023, the country has added 43,000 new beds to its accommodation portfolio, including luxury hotels, boutique resorts, and guesthouses, in key tourist areas like Marrakech, Casablanca, Agadir, and Essaouira.

This expansion is vital to maintaining the growth momentum and ensuring that tourists enjoy comfortable and high-quality experiences during their stay. With new infrastructure developments, Morocco is also positioning itself to attract high-spending tourists who seek luxury, sustainability, and unique travel experiences.

Morocco’s Tourism Strategy: Diversification and Soft Power

Morocco’s tourism strategy is centered on diversifying its offerings beyond the classic attractions of Marrakech, Fez, and desert tours. The country is positioning itself as a strategic tourism hub at the crossroads of Africa, Europe, and the Atlantic. Policymakers are increasingly framing tourism as a tool for soft power, regional leadership, and territorial integration.

The goal is to transform Morocco into a year-round destination that appeals to a wide variety of travelers. This includes luxury tourism, nature and adventure tourism, cultural and religious heritage routes, digital nomadism, and event-driven tourism (such as the Africa Cup of Nations (AFCON) 2025 and the World Cup 2030).

The country is working on projects such as the development of Dakhla, Laayoune, and the Atlantic façade, which will further enhance its global tourism appeal. These areas are being developed to cater to eco-tourism, water sports, and cultural tourism, tapping into a growing market of tourists seeking sustainable and off-the-beaten-path destinations.

Challenges and Future Directions

Despite the strong growth, Morocco faces significant challenges. One of the primary goals for the coming years will be to ensure that tourism development remains socially inclusive, environmentally sustainable, and geopolitically intelligent. The country’s vision of becoming a modern and inclusive tourism hub will require careful attention to issues such as infrastructure development, environmental preservation, and community engagement.

Another challenge lies in maintaining the quality of experiences for tourists. Morocco must ensure that its growth is not driven solely by quantity but also by quality. Ensuring that visitors have a meaningful, sustainable, and memorable experience will be key to fostering long-term growth in the tourism sector.

A Closer Look at Visitor Growth

Below is a table showing the top source markets for Morocco in 2025, based on the number of visitors and their year-on-year growth:

The tourism sector in Morocco has never been stronger. Thanks to strategic efforts by the government and the Moroccan National Tourism Office (ONMT), Morocco has successfully attracted tourists from across the globe, including the US, which has emerged as a surprising and welcome contributor to the country’s tourism growth. With key markets like France, Spain, Italy, Germany, the UK, and the US showing strong growth, Morocco is poised to become a leading destination for international travelers.

US has suddenly joined France, Spain, Italy, Germany, the UK, and other European countries in driving Morocco’s tourism growth, contributing to a remarkable 16.7% increase in revenue. This surge in visitors, coupled with Morocco’s expanding infrastructure and diverse offerings, has positioned the country as a top global destination in 2025.

The future looks bright for Moroccan tourism, with a diversified approach that includes luxury, sustainability, culture, and adventure. As Morocco continues to build its reputation as a tourism powerhouse, the country will need to balance growth with sustainability and inclusivity to ensure that its tourism sector remains resilient and welcoming for years to come.