The 20 million record is not a coincidence: Morocco is shifting into a new era of tourism

Reaching the 20 million arrivals milestone marks a major step in the country’s development. According to Imad Barrakad, interviewed by Le Matin, "the achievement of the historic threshold of nearly 20 million arrivals at the borders in 2025 is not a simple cyclical effect". It results from in-depth work on the accommodation capacity, which now exceeds 300,000 classified beds, and a significant upgrade in quality. The hotel park has thus progressed by more than 14%, with a notable concentration on luxury establishments and higher categories, meeting the expectations of an increasingly demanding international clientele.

One of the most striking changes lies in the very philosophy of investment. Morocco is no longer content to increase its sleeping capacity, it seeks to maximize the added value of each stay. "The transformation of the Moroccan tourism model towards a logic of value per visitor primarily implies a profound evolution of the offer," explains the SMIT director. This strategy is based on territorial diversification and support for small and medium-sized enterprises (SMEs) to create authentic local experiences, particularly through gastronomy or gaming.

Tourism animation has become the central pillar to extend the length of stay and increase on-site spending. SMIT now distinguishes two axes: major structural projects and "small animation" carried by local initiatives. This approach makes it possible to reconcile large-scale international infrastructure with human-scale projects, ensuring a direct social and economic impact on the territories. The goal is to create an ecosystem where the tourism offer itself becomes the main motivation for travel, going beyond the simple appeal of the climate.

The prospect of the 2030 World Cup is acting as a powerful accelerator for the entire sector. Beyond the sporting event, it is the entire national infrastructure that is being transformed, from the Tangier-Marrakech high-speed train to the expansion of airports. "Our goal is to ensure that all these projects leave a lasting footprint on tourism," says Imad Barrakad. This dynamic is already attracting new international brands and consolidating Morocco’s position as a competitive, resilient destination ready to welcome 26 million visitors by 2030.