Casablanca – Morocco’s tourism industry recorded an exceptional performance in 2025, confirming its role as one of the main pillars of the national economy and positioning the country among the most dynamic tourist destinations in Africa and the Mediterranean. According to official data released by the Ministry of Tourism, Handicrafts, and the Social and Solidarity Economy, the Kingdom welcomed approximately 19.8 million tourists during the year, marking the highest number of arrivals ever registered.

This result represents a 14% increase compared with 2024, bringing Morocco closer than ever to the symbolic threshold of 20 million visitors. The milestone reflects a sustained recovery and expansion of the tourism sector following the challenges of previous years, and signals a new phase characterized by stronger demand, diversified offerings, and growing international visibility.

Strong growth in tourism revenues

The rise in visitor numbers was accompanied by a significant increase in tourism revenues. By the end of November 2025, foreign-currency earnings from tourism reached more than $13 billion, according to official figures. This represents a 19% year-on-year increase, setting a new record for the sector in terms of financial performance.

These revenues reinforce tourism’s role as a major source of foreign exchange and a key contributor to macroeconomic stability. The sector continues to support employment, stimulate local investment, and generate value across a wide range of activities, including accommodation, transport, catering, crafts, and cultural services.

Strategic reforms drive performance

Authorities attribute the strong performance largely to the implementation of the 2023–2026 Tourism Roadmap, which introduced a series of structural reforms aimed at strengthening the competitiveness and resilience of the sector. Central to this strategy has been the expansion of air connectivity, with new routes and increased frequencies linking Moroccan cities to major European, African, and Middle Eastern markets.

At the same time, efforts have focused on expanding and modernizing accommodation capacity, improving service quality, and encouraging investment across all regions of the country. Particular emphasis has been placed on diversifying tourism products beyond traditional destinations, with increased promotion of cultural, ecological, sports, desert, and business tourism.

This diversification strategy has allowed Morocco to attract a broader range of visitors and reduce seasonal concentration, while also encouraging longer stays and higher spending per tourist.

Emerging destinations and regional impact

While established destinations such as Marrakech, Agadir, Casablanca, and Fez continue to attract large volumes of visitors, 2025 also saw growing interest in emerging destinations, including mountain areas, coastal towns outside the main resorts, and desert regions. This trend has contributed to a more balanced distribution of tourism activity across the country, supporting regional development and local economies.

Experts note that tourism is increasingly playing a central role in territorial development by creating employment opportunities, supporting small and medium-sized enterprises, and encouraging infrastructure investment in less-developed areas. The sector is no longer viewed solely as a leisure industry, but as a strategic development tool with wide-ranging economic and social impacts.

Contribution to economic growth

Tourism remains one of Morocco’s leading economic sectors, contributing approximately 7.3% of gross domestic product, according to recent estimates. Its performance in 2025 further consolidates this position, particularly at a time when global economic conditions remain uncertain and competition among destinations is intensifying.

The sustained growth of tourism has helped offset external pressures and provided a buffer for the national economy, while also reinforcing Morocco’s image as a stable and attractive destination for international travelers and investors alike.

Outlook toward 2030

The strong results achieved in 2025 are widely seen as a transitional step toward more ambitious medium- and long-term objectives. Morocco aims to welcome around 26 million tourists by 2030, supported by major infrastructure investments, including the expansion of airport capacity and continued development of transport and hospitality services.

Preparations linked to major international events, including the co-hosting of the 2030 FIFA World Cup with Spain and Portugal, are expected to further boost Morocco’s visibility and attractiveness on the global tourism map.

However, analysts also point to challenges that will need to be addressed in the coming years. These include ensuring the sustainable management of natural resources, maintaining service quality during peak periods, adapting to changing travel preferences, and strengthening the sector’s resilience to potential health, economic, or environmental shocks.

A pivotal year for Moroccan tourism

2025 stands out as a landmark year for Moroccan tourism, not only because of the record figures achieved, but also due to the structural transformation underway within the sector. The combination of rising visitor numbers, strong revenue growth, diversified offerings, and strategic planning suggests that Morocco has entered a new phase of tourism development—one focused on sustainability, competitiveness, and long-term value creation.

As the country moves toward its 2030 objectives, the performance of 2025 provides a solid foundation, reinforcing tourism’s role as a central engine of growth and a key driver of Morocco’s economic and regional development.