Morocco’s Tourism Rebounds, Adapts to New Global Travel Trends

"The sector has recovered, in just 10 months, 84% of tourists compared to 2019, considered a reference year. This rate is higher than the average global recovery rate, which is estimated at 63%," Aziz Akhannouch said on Tuesday, giving the state of the sector before the House of Councillors. In 2022 (March to December), nearly 11 million tourists visited Morocco, an increase of +292% compared to 2021 when 3.7 million tourists arrived in the kingdom and +391% compared to 2020 when there were 2.7 million.

The Head of the Executive recalled the launch of the "Ntla9aw f bladna" campaign aimed at encouraging Moroccans in Morocco and abroad to discover the tourism potential of the kingdom, as well as other promotional campaigns aimed at promoting and enhancing the Morocco destination in all strategic markets, particularly American and Asian. Aziz Akhannouch also recalled the launch of the "Visit Morocco" platform, dedicated to international tourism, and the "Morocco, Kingdom of Lights" brand, launched simultaneously in 20 countries.

"Convinced that the development of the sector cannot be done without qualified human resources who contribute effectively to achieving the required quality standards in the tourism sector," the government is currently working to strengthen the capacities of tourism professionals to enable them to keep up with global trends and developments in a competitive environment.

Lessons learned from the Covid-19 health crisis that has severely affected this vulnerable sector, the government is also working to "strengthen it against exogenous shocks," by reflecting on "a holistic approach to an innovative Moroccan model of sustainable tourism capable of meeting challenges in all their forms, whether health, environmental or economic." The government is determined to diversify the tourism offer and adapt it to the new demands of tourists, Akhannouch assured.