Morocco draws nearly twice as many tourists as South Africa as rival rethinks its strategy
Morocco’s tourism success is prompting South African industry professionals to rethink their strategy. Security, air links and promotion: the head of the Tourism Business Council of South Africa points to the difficulties preventing his country from winning back certain markets.
“The strategy we had for these two markets did not work,” Tshifhiwa Tshivhengwa acknowledges, referring to China and India. Speaking to CapeTalk in an interview republished on October 2 by Eyewitness News, the executive is calling for a review of the methods used to attract these travelers.
On Bladi.net : Algeria aims for 8 million tourists in 2029, while Morocco has already reached 14.1 million in 8 months
His assessment identifies two obstacles. For Chinese tourists, security concerns are, in his view, the main deterrent. As for Indian tourists, he points to the lack of direct air links with South Africa. He is therefore calling for greater cooperation with airlines and professionals who market the destination.
These difficulties persist despite the recovery in South African tourism. According to Stats SA, the country welcomed 10.5 million tourists in 2025, up 17.7% from 2024. It even slightly exceeded its 2019 level. But neighboring countries in southern Africa still account for three-quarters of arrivals.
Morocco, meanwhile, welcomed 19.8 million visitors in 2025. The gap between the two destinations thus exceeds nine million arrivals. The kingdom had set a target of 17.5 million for 2026: it surpassed it a year early.
Morocco’s advantage also lies in air travel
Distance also weighs on the competition. Tshifhengwa notes that high fuel prices and airfares make travel to South Africa more expensive, while Morocco and Tunisia benefit from their proximity to Europe.
Morocco is also working to improve its tourism offering. The OECD describes a roadmap combining improved accommodation, the development of tourism activities and professional training. Programs also help businesses with marketing and access to markets.
This growth is reflected in tourism revenues, which reached 138.1 billion dirhams in 2025, up from 114.5 billion the previous year. France and Spain remain the kingdom’s two largest markets, ahead of the United Kingdom.
On Bladi.net : Morocco tourism revenue per visitor lower than Spain Turkey Egypt
For the representative of South Africa’s tourism professionals, the response lies in more targeted promotion and more effective business partnerships. He rejects the idea that the difficulties are due solely to geopolitics: arrivals from the United States continue to rise. He is therefore calling for efforts to focus on security and access to the destination.
