Casablanca – Morocco’s tourism industry concluded 2025 with historically high performance indicators, confirming its position as one of the country’s most dynamic economic sectors and laying solid foundations for sustained growth in 2026. Supported by strategic planning, coordinated public-private action, and sustained investment, the sector demonstrated both resilience and structural maturity in a rapidly evolving global tourism environment.

According to official data, Morocco received 18 million tourists during the first eleven months of 2025, surpassing the total recorded for all of 2024 by more than 600,000 visitors. This milestone marks the highest level of arrivals ever achieved by the Kingdom and reflects a broad-based recovery that extends beyond seasonal or short-term factors.

Tourism revenues followed a similar upward trajectory. Travel receipts exceeded $11.65 billion before the end of the year, already surpassing the total generated in 2024. This performance underscores the sector’s growing contribution to foreign currency inflows and its expanding role in supporting macroeconomic stability.

Strategic roadmap drives sustained momentum

The strong results recorded in 2025 are closely linked to the implementation of the 2023–2026 Tourism Roadmap, which aims to strengthen Morocco’s positioning across international and domestic markets while improving the quality and diversity of its tourism offer. The roadmap places particular emphasis on market diversification, territorial balance, air connectivity, and service quality.

A defining feature of this approach has been the close coordination between public institutions and private operators. This alignment has enabled faster execution of promotional initiatives, more targeted investment, and better responsiveness to changing travel patterns.

Investment supports capacity and attractiveness

Investment activity remained robust throughout the year. In 2025, the tourism sector mobilized approximately $825 million, contributing to the expansion of accommodation capacity, the development of new tourism products, and the modernization of supporting infrastructure.

One of the most tangible outcomes of this investment effort has been the continued growth in accommodation capacity. National hotel capacity now exceeds 304,000 beds, following the addition of 43,000 new beds under projects aligned with the national tourism strategy. This expansion has helped absorb rising visitor numbers while supporting regional tourism development.

Beyond large-scale projects, investment has increasingly extended to smaller and medium-sized initiatives. Programs such as the Tourism Project Bank, startup incubation platforms, and rural tourism development schemes have broadened access to financing and encouraged more geographically balanced investment, allowing tourism benefits to reach a wider range of regions.

Promotion and market diversification

Demand growth has been supported by a more assertive and diversified promotional strategy. Marketing efforts combined experiential campaigns with targeted outreach in high-potential markets, while also strengthening engagement with domestic travelers and Moroccans living abroad.

At the national level, campaigns emphasizing emotional connection, authenticity, and cultural proximity helped stimulate domestic travel and reinforce year-round demand. Internationally, Morocco expanded its visibility in higher-value markets, particularly in North America and Africa, through professional workshops, familiarization trips, roadshows, and partnerships with travel industry stakeholders.

These efforts contributed to a broader visitor base and reduced reliance on a limited number of source markets, enhancing the sector’s resilience to external shocks.

Air connectivity and airport modernization

Improved air connectivity played a central role in supporting tourism growth. Direct air links expanded notably, including additional long-haul connections, improving Morocco’s accessibility and competitiveness as a destination.

At the same time, airport infrastructure upgrades advanced under the “Airports 2030” strategy. Renovation works at major terminals, the digitalization of passenger processing, and the launch of a new hub terminal project in Casablanca reflect a long-term vision aimed at increasing capacity, improving service quality, and positioning Moroccan airports as modern, efficient regional hubs.

These investments proved particularly important during peak travel periods and major international events, allowing airports to handle higher passenger volumes while maintaining operational efficiency.

Quality reforms and human capital development

Alongside growth in volumes, authorities placed renewed emphasis on upgrading service quality and aligning standards with international benchmarks. A revised accommodation classification system was introduced, unifying star ratings, integrating traditional lodging types such as riads and kasbahs, and strengthening service-quality requirements.

Evaluation mechanisms were also updated, with mystery guest inspections becoming a core tool for assessing real customer experience across the entire service chain. This shift reflects a broader focus on visitor satisfaction rather than infrastructure alone.

Human capital development formed another pillar of reform. New training and upskilling programs for tourism professionals, including tour guides, were launched through both in-person and digital formats, reinforcing the sector’s long-term competitiveness in an increasingly experience-driven global market.

Major events reinforce destination image

The momentum recorded in 2025 was further reinforced by Morocco’s role as host of major international events. The Africa Cup of Nations 2025 acted as a significant catalyst for travel demand toward the end of the year, while also serving as a large-scale operational test for transport, accommodation, and reception systems.

During this period, Casablanca’s Mohammed V Airport surpassed the historic threshold of 11 million passengers, highlighting both the scale of demand and the capacity of national infrastructure to manage high traffic volumes efficiently.

Outlook for 2026

With record arrivals, rising revenues, sustained investment, and deepening structural reforms, Morocco’s tourism sector enters 2026 from a position of strength. The combination of expanded capacity, diversified markets, improved connectivity, and higher service standards provides a solid platform for continued, more balanced growth.

As global travel demand continues to evolve, Morocco’s ability to align volume growth with quality, sustainability, and territorial inclusion is likely to remain a key determinant of long-term success.