Morocco’s Tourism Accelerates, But Without Moroccan Travelers

Financial indicators are looking bright for Moroccan hospitality. Over the first two months of the year, revenues jumped 22% to exceed 21 billion dirhams. This financial windfall comes with an overall increase in visitor traffic. Border posts recorded 4.3 million arrivals in the first quarter, representing a 7% increase compared to 2025, with March being particularly dynamic, approaching 1.6 million visitors.

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Behind these excellent results, however, lies a genuine loss of interest from local customers. Domestic tourism fell 10% over the same period, hampered by pressure on purchasing power and rates deemed inaccessible. As daily newspaper L’Economiste analyzes, this drop in attendance is largely offset by the profile of foreign vacationers: "Morocco may be attracting slightly fewer visitors in volume, but it is attracting visitors who spend more."

This upmarket shift relies heavily on the European market. France maintains its leading position by generating nearly a third of arrivals on its own, closely followed by Spain. The kingdom’s appeal is also expanding to new horizons thanks to improved direct air connections. This diversification particularly benefits tourists from Poland, who show a spectacular 46% jump, and from the United States, up 8%.

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On the ground, flows remain extremely concentrated. Marrakech continues to stand out as the national engine with 2.1 million overnight stays, capturing a third of activity, just ahead of Agadir. Conversely, Tangier and southern Morocco are experiencing declining visitor numbers. This geographic contrast is reflected in the average occupancy rate of classified accommodations, which fell to 51% in February. While the ochre city is holding up well, other regional capitals are struggling, notably Rabat, which plummeted eight points to reach only 42% occupancy.