Casablanca – Morocco is rapidly strengthening its position as a leading travel destination for both American and British tourists, thanks to a combination of cultural richness, favorable climate, competitive pricing, and ongoing improvements in infrastructure and air connectivity.

Recent data and expert assessments indicate that the North African country is benefiting from shifting travel preferences among visitors from the United States and the United Kingdom, who are increasingly looking beyond traditional European destinations in search of affordable, authentic, and diverse holiday experiences.

A changing travel landscape

With global economic pressures affecting household budgets in Western countries, many travelers are reconsidering where and how they spend their vacation money. Morocco’s tourism sector appears to be capitalizing on this shift, offering a compelling alternative to more expensive destinations without compromising the quality of the travel experience.

According to a joint report by travel platforms TUI and Booking.com, Morocco has risen to become one of the top three preferred destinations for British tourists. Cities like Marrakech, Agadir, and Fez have seen a marked increase in bookings, particularly during the winter and spring seasons, due to their historic charm, mild weather, and well-developed tourism offerings.

The British newspaper The Sun reports that this trend reflects a broader change in priorities among UK travelers, who are now seeking destinations that offer a blend of cultural depth, climate comfort, and reasonable costs. The interest spans multiple demographics—from young travelers in search of adventure and cultural immersion to older visitors and retirees looking for peace, relaxation, and stability.

At the same time, American tourists are also showing a growing interest in Morocco. A travel insights survey conducted by Longwoods International, and reported by Kinglike Concierge, found that over 88% of U.S. travelers are planning a trip during the summer of 2025, with Morocco ranking among their top international choices. The country placed seventh in popularity for American tourists, ahead of Italy, Spain, and Croatia, and behind destinations like Greece, the Netherlands, and Indonesia.

Strategic advantages driving growth

Industry experts highlight several factors contributing to Morocco’s rising popularity among U.S. and UK tourists. Chief among them are the country’s political and security stability, the expansion of direct international flight routes, and the Moroccan tourism sector’s growing focus on customized experiences.

The launch of direct flights, such as the New York–Marrakech route, has made Morocco more accessible to American travelers, encouraging longer stays and more frequent visits. For British travelers, the availability of frequent and affordable charter and budget airline options has lowered the barrier to travel, even for short getaways.

Morocco’s government and private sector stakeholders have also invested heavily in modernizing tourism infrastructure. Recent upgrades to airports, hotels, and transport networks—particularly in tourist-heavy regions—have made it easier for international visitors to navigate and enjoy the country comfortably and safely.

Additionally, Moroccan tourism strategies in recent years have targeted long-haul markets more aggressively, especially in North America. These efforts appear to be paying off. American tourists, often characterized by higher spending power and an appetite for unique cultural and nature-based experiences, are proving to be high-value visitors. Their growing numbers are supporting Morocco’s goal of attracting 26 million tourists annually by 2030.

A broadening appeal

The appeal of Morocco lies in its ability to offer something for nearly every type of traveler. For culture enthusiasts, there are centuries-old medinas, bustling souks, and UNESCO-listed sites. For nature lovers, the country offers everything from Atlantic and Mediterranean beaches to desert landscapes and mountain ranges. Culinary tourism is also on the rise, with Moroccan cuisine gaining international acclaim.

Importantly, both American and British tourists are not confined to major cities. Visitors are increasingly exploring rural areas and lesser-known regions, drawn by experiences such as Berber village stays, desert treks, and artisan workshops. This trend is contributing to a more geographically balanced distribution of tourism revenue and encouraging sustainable tourism models that benefit local communities.

Looking ahead

Morocco’s emergence as a preferred destination for American and British travelers highlights the country’s success in adapting to a rapidly changing global tourism landscape. As more tourists seek meaningful, cost-effective, and safe experiences abroad, Morocco is positioning itself as a go-to destination that meets these expectations across the board.

Industry observers suggest that continued investment in air connectivity, infrastructure, and marketing—combined with efforts to maintain cultural authenticity and environmental sustainability—will be crucial in maintaining this momentum. In parallel, expanding outreach to other non-traditional markets such as Asia, Latin America, and Australia could further diversify Morocco’s tourism base and support long-term sector resilience.

With tourism playing a critical role in the national economy, Morocco’s growing popularity among U.S. and UK travelers represents not just a seasonal success, but a strategic opportunity with lasting impact.