Casablanca – Morocco’s tourism sector is experiencing a decisive shift in scale and structure, driven by sustained investment, rising visitor numbers, and a rapid expansion of accommodation capacity. Data released across several institutional reports and official briefings indicate that 2025 represents a consolidation year for the national tourism strategy, with tangible economic and territorial impacts now clearly visible.

At the center of this momentum is a sharp increase in investment flows. Total investment in tourism reached approximately $824.7 million in 2025, reflecting growing investor confidence and the continued implementation of the national tourism roadmap for the 2023–2026 period. These funds have been directed primarily toward accommodation infrastructure, product diversification, and the modernization of existing assets, reinforcing Morocco’s position as a competitive destination in global tourism markets.

Strong growth in visitors and tourism revenues

Tourism performance indicators point to exceptional growth. By the end of November 2025, Morocco had welcomed 18 million visitors, a historic level that places the sector among the country’s strongest economic drivers. Compared with 2019, tourism’s contribution to national output increased by 38 percent, accounting for 7.3 percent of gross domestic product.

Revenue growth has been equally significant. By October 2025, travel-related receipts had reached approximately $11.68 billion, already surpassing the total recorded for the entire previous year. Earlier in the year, foreign currency earnings from tourism stood at about $7.88 billion during the first nine months alone, marking a year-on-year increase of 7 percent. Overnight stays reached 21 million, up 10 percent, reflecting both higher arrivals and improved accommodation utilization.

These results suggest that tourism demand is no longer driven solely by seasonal flows, but increasingly by diversified experiences and broader destination appeal.

Expansion of hotel capacity and shift toward higher-end supply

To accommodate rising demand, Morocco’s hotel sector has undergone a rapid expansion. In 2025, more than 43,000 new hotel beds were added nationwide, pushing total national capacity beyond 304,000 beds. This exceeded initial targets and reflects accelerated project execution across several regions.

Over the past five years, nearly 1,000 hotel establishments have been created, contributing to an overall growth of 14 percent in the national hotel stock. At the same time, the sector has continued to move upmarket. High-end accommodation now dominates the classified supply, with four- and five-star hotels accounting for 53 percent of available capacity. Three-star establishments represent 25 percent, while luxury and five-star properties alone make up 16 percent.

Modernization has also played a central role. By the end of 2025, more than 69,000 hotel beds had been renovated, exceeding original program objectives. Major upgrades were carried out in leading destinations such as Marrakech, Agadir, Rabat, Casablanca, and Ouarzazate. In regions facing structural difficulties, targeted interventions helped reactivate dormant assets, including the reopening of more than 11 previously inactive hotels in Ouarzazate.

Uneven but expanding regional investment distribution

While investment remains concentrated in established tourism hubs, data from 2025 indicate a gradual broadening of regional participation. The Casablanca–Settat region attracted 32 percent of total tourism investment, followed closely by Marrakech–Safi with 30 percent. Together, these regions continue to serve as the backbone of Morocco’s tourism economy.

The Rabat–Salé–Kenitra region captured 15 percent of investment flows, supported by the entry of major international hotel brands and urban tourism projects. Souss–Massa accounted for 13 percent, while Tangier–Tetouan–Al Hoceima received nearly 5 percent. Other regions also recorded steady progress, signaling a more inclusive geographic distribution of tourism development.

In parallel, implementation agreements have been signed with multiple regions to align local projects with national objectives, reinforcing territorial coherence and investment coordination.

Diversification of tourism products and experiences

Beyond accommodation infrastructure, Morocco’s tourism strategy increasingly emphasizes experience-based development. Nearly 1,500 tourism animation and attraction projects have received support, covering areas such as ecotourism, gastronomy, cultural heritage, and themed visitor routes.

Sixteen villages with strong tourism potential are currently being developed under integrated models combining lodging, handicrafts, local cuisine, and digital services. Moroccan gastronomy has also been positioned as a core cultural asset, with initiatives highlighting regional culinary identities.

Ecotourism projects are advancing in national parks such as Ifrane and Toubkal, blending environmentally sensitive accommodation with outdoor activities and educational programs. These initiatives aim to generate inclusive local development while ensuring the sustainable use of natural resources.

Outlook toward 2026 and beyond

With investment nearing $825 million in a single year, record visitor arrivals, and expanding capacity, Morocco’s tourism sector is transitioning from recovery to consolidation and long-term positioning. Strategic objectives now focus on reaching 26 million visitors, strengthening regional integration, and maintaining quality standards amid rapid growth.

As demand shifts toward discovery, culture, and diversified experiences, the sector’s ability to balance expansion with sustainability will play a defining role in shaping Morocco’s tourism trajectory in the years ahead.