Casablanca – Morocco is placing greater emphasis on winter tourism and expanded air connectivity as the growth of visitor arrivals slows compared with the strong increases recorded over the past three years. Tourism authorities are seeking to maintain the sector’s expansion during the final months of 2026, with increased flight capacity expected to support international arrivals and distribute tourism activity more evenly throughout the year.

The strategy follows a moderation in tourism growth during the first half of 2026. Morocco received nearly 9.5 million tourists during the first six months of the year, representing growth of about 6% compared with the same period in 2025. While the number of visitors remains high, the pace is significantly lower than the increases recorded in previous years. Tourist arrivals grew by around 14% in 2025, 20% in 2024 and 34% in 2023.

The slower pace has increased attention on the winter season, particularly because the summer period has not produced the same level of growth seen in earlier years. The situation has also been affected by slower growth in arrivals by Moroccans living abroad, an important component of Morocco’s annual tourism activity.

Against this backdrop, the Moroccan National Tourism Office has expanded its air connectivity program for winter 2026. Ryanair is expected to operate 156 routes serving Morocco during the season, including 17 new routes. The program is expected to provide around 5.3 million seats and connect Morocco with 14 European countries.

The additional capacity is intended to support tourism demand beyond the traditional summer peak. It also forms part of a broader strategy to strengthen Morocco’s connections with European markets, which remain the country’s largest source of international tourists.

The new routes are expected to benefit several Moroccan cities and regions. Seven new connections are planned from Rabat, while Marrakech and Agadir are each expected to receive five new routes. Air operations will also be expanded across 13 Moroccan airports.

The strategy places particular emphasis on improving access to destinations that have considerable tourism potential but have traditionally received a smaller share of international visitors. Fez, Tetouan, Essaouira, Ouarzazate, Dakhla and Nador are among the destinations expected to benefit from improved connectivity.

For these cities, additional direct flights could help reduce their dependence on domestic visitors and travelers arriving through major international gateways. Improved access could also encourage more tourists to include several Moroccan destinations in the same trip, potentially increasing the geographic distribution of tourism spending.

Rabat has emerged as one of the cities receiving significant attention in the expansion of low-cost air services. The capital is expected to gain seven new routes under the winter program, reinforcing its position within Morocco’s expanding international aviation network.

Marrakech and Agadir, meanwhile, continue to serve as major tourism centers and are also receiving additional connections. Both cities already have established international markets, particularly in Europe, and additional flights could help maintain visitor numbers outside the busiest summer months.

The importance of air connectivity extends beyond the immediate objective of attracting tourists. Morocco is attempting to create a tourism sector capable of generating activity throughout the year. Greater winter connectivity can support hotels, restaurants, transport companies, tour operators and other businesses that depend on international visitors.

Tourism revenues have continued to increase despite the moderation in visitor growth. Travel receipts reached about $6.69 billion during the first half of 2026, representing an increase of 15.9% from the same period a year earlier.

This performance indicates that the economic contribution of tourism remains strong. The increase in receipts was considerably faster than the growth in visitor numbers, although the two indicators measure different elements of tourism performance. The figures nevertheless show that tourism continues to generate substantial foreign-currency earnings for Morocco.

The first quarter had also recorded strong growth in tourism receipts. During the first three months of 2026, receipts reached roughly $3.2 billion, an increase of about 24% compared with the first quarter of 2025. Tourist arrivals during the period reached approximately 4.3 million, up around 7%.

The figures for the first half of the year therefore point to continued expansion, but at a slower rate than during the immediate post-pandemic recovery period. Maintaining growth will become increasingly challenging as the number of annual visitors rises and the comparison base becomes larger.

Morocco recorded approximately 19.8 million tourist arrivals in 2025, setting a new annual record. The country is targeting 26 million visitors by 2030, when it will co-host the FIFA World Cup with Spain and Portugal.

The preparation for 2030 is already influencing tourism policy and investment. Morocco plans to increase its hotel capacity by around 60,000 beds before the tournament, equivalent to approximately one-fifth of the current accommodation stock. More than 45,000 beds have already been added over the past four years, bringing national capacity to more than 300,000 beds.

Infrastructure development is also being accelerated. The government has outlined an investment program exceeding $20 billion covering transport, airports, railways, roads, stadiums and other infrastructure projects. The objective is to improve the country’s capacity to accommodate larger numbers of visitors while upgrading connections between major cities and tourism destinations.

Air transport is expected to remain a central element of this effort. Morocco needs additional international routes if it is to reach its 2030 visitor target, particularly as it seeks to diversify its source markets beyond its established European base.

European travelers will continue to represent an important part of the strategy because of geographical proximity and existing air links. At the same time, Morocco has been seeking to increase arrivals from longer-haul markets, including North America, Asia and the Middle East.

The winter program could therefore have an impact beyond the final months of 2026. Establishing new routes and maintaining regular services can create more stable connections between Moroccan destinations and international markets. This can help airlines evaluate demand and potentially encourage additional services in subsequent seasons.

For tourism operators, the timing is also significant. A stronger winter season could help reduce the concentration of tourism activity during the summer months and provide more stable demand throughout the year. This is particularly relevant for destinations where hotel occupancy and visitor spending tend to fluctuate significantly according to the season.

The weaker growth recorded during the summer does not mean that Morocco’s tourism sector is declining. Rather, the country is experiencing a slower rate of expansion after several years of exceptionally strong growth. With visitor numbers still close to 9.5 million during the first half of the year and tourism receipts continuing to rise, the sector remains an important contributor to the Moroccan economy.

The immediate challenge is to prevent the slowdown from becoming more pronounced during the second half of the year. Expanding winter air connectivity is one of the main tools available to tourism authorities to address that challenge.

The additional 5.3 million seats planned for winter 2026, together with 17 new routes and services covering 14 European countries, will increase the number of travel options available to international visitors. Whether this translates into stronger annual growth will depend on passenger demand, route performance and the ability of Moroccan destinations to convert increased accessibility into longer stays and higher tourism spending.

As Morocco approaches the 2030 World Cup, the focus is increasingly shifting from simply increasing visitor numbers to building a tourism system that can accommodate larger volumes throughout the year. Winter connectivity, regional diversification and expanded accommodation capacity are likely to remain important components of that strategy.