Casablanca – Morocco’s hotel and tourism sector is experiencing a significant boost as the Africa Cup of Nations (CAN) 2025 coincides with the year-end holiday season, creating a rare convergence of sporting, leisure, and festive demand. Across several major cities—particularly Marrakech, Agadir, Rabat, and Casablanca—hotel occupancy rates are rising steadily, reflecting renewed momentum in one of the country’s most strategic economic sectors.

In Marrakech, one of the main host cities for CAN 2025, tourism activity has intensified in recent days as football fans, international visitors, and domestic travelers arrive ahead of matches and New Year celebrations. Industry indicators show a gradual but consistent increase in hotel occupancy, with some establishments already reporting full bookings, especially traditional riads and guesthouses located in the historic medina.

Professionals in the sector note that the surge in demand is not driven by the continental football tournament alone. End-of-year festivities, entertainment programs, and cultural events traditionally associated with New Year celebrations are playing an equally important role in attracting visitors. Together, these factors are generating a diversified flow of tourists, ranging from sports supporters and Moroccan expatriates to leisure travelers seeking seasonal experiences.

Despite the positive trend, occupancy levels in Marrakech and other host cities have not yet reached the maximum rates typically recorded during the final days of December. Demand remained relatively moderate during the first half of the month, particularly between December 15 and 21. However, industry professionals expect a sharper increase in arrivals as tournament matches progress and the New Year period approaches, with peak occupancy anticipated during the final week of the year.

Hotels across different categories are benefiting unevenly from this dynamic. High-end hotels, classified establishments, and international chains are seeing strong booking volumes linked to organized travel and football-related tourism. At the same time, smaller accommodations such as riads have experienced especially high demand, with some reporting complete occupancy well ahead of New Year’s Eve. This reflects changing tourist preferences favoring localized and culturally immersive lodging options.

At the national level, tourism activity is also accelerating. According to sector representatives, hotel reservations are expected to approach full capacity in several major cities during the New Year period. This trend is reinforced by the geographic distribution of CAN 2025 matches, which are being held in nine stadiums across Rabat, Casablanca, Fez, Marrakech, Agadir, and Tangier. The nationwide scale of the tournament has helped spread tourism demand beyond traditional hubs.

Professionals in the hotel industry emphasize that the overlap between CAN 2025 and the holiday season required early and coordinated preparation. Hotels and resorts have increased staffing levels, strengthened reception and customer service teams, and expanded accommodation packages to include entertainment and complementary activities. These efforts are also benefiting related sectors such as restaurants, tourist transport services, and travel agencies.

Morocco’s hotel infrastructure is well positioned to absorb the current surge. The country has an estimated accommodation capacity of around 300,000 beds distributed across its major cities and tourist destinations. This capacity, combined with improved air connectivity and expanded flight routes, has supported the sector’s ability to respond to higher demand during peak periods.

Beyond short-term occupancy gains, the current momentum highlights broader structural challenges for the hotel industry. Sector professionals stress that achieving high occupancy rates is only one part of the equation. Maintaining service quality, operational efficiency, and competitive standards remains critical, particularly as Morocco competes with other international destinations for global tourism flows.

Service quality has shown gradual improvement compared to previous years, supported by investments in staff training and operational upgrades. However, professionals caution that sustained performance depends heavily on maintaining stable occupancy levels. High occupancy improves financial returns, enabling hotels to reinvest in service enhancement and human capital development. Conversely, prolonged periods of low occupancy can strain cash flow and negatively affect service quality.

The broader tourism outlook remains positive. During the first ten months of the year, Morocco welcomed more than 16.6 million visitors, representing a double-digit increase compared with the same period last year. Tourism revenues have also continued to grow, reinforcing the sector’s role as a key contributor to economic activity, employment, and foreign exchange inflows.

Looking ahead, the hosting of major international events—including CAN 2025 and the 2030 FIFA World Cup—offers Morocco an opportunity to consolidate its position as a reliable and competitive tourism destination. Industry stakeholders view these events not only as short-term demand drivers but also as catalysts for long-term improvements in infrastructure, services, and global visibility.

As Morocco simultaneously welcomes football fans and New Year holidaymakers, the hotel sector is seeking to deliver a hospitality experience that reflects international standards while showcasing the country’s cultural richness and organizational capacity. The coming weeks are expected to confirm whether this exceptional convergence of events translates into lasting gains for the tourism industry and the wider economy.