Morocco’s Tourism Surge: Aiming for Global Top 10 by 2030

Meryem Bennouna, Director for the United Kingdom, Ireland and Nordic countries of the Moroccan National Tourist Office (ONMT), recalled this vision during a presentation in London, a few weeks before the World Travel Market (WTM) scheduled for November. "Morocco is already the number one tourist destination in Africa," she affirmed, stressing that "there is a considerable gap between Morocco and the second most visited country on the continent, Egypt." The figures speak for themselves: Morocco welcomed 17.4 million international visitors in 2024 compared to 15.78 million for Egypt, an increase of 20%, "the highest level in the history of Moroccan tourism." By the end of July 2025, arrivals had already reached 11.6 million, an "annual increase of 16%," driven in particular by the British, French, Spanish, Italian and German markets. The United Kingdom has "almost doubled its weekly flights to Morocco in a year, with now departures from fourteen regional airports." British Airways will inaugurate a direct Gatwick-Rabat route in November.

But Morocco’s ambition is greater. "We want to become a top 10 global destination - that is our goal," says Bennouna. To achieve this, Morocco will have to "exceed the threshold of 36 million international arrivals," the level reached by Greece, tenth in 2024. Massive investments accompany this ambition. Airports are being expanded, new highways are emerging, and a high-speed rail line connecting Kenitra to Marrakech, via Casablanca, is under construction. According to Bennouna, "this rail extension will significantly reduce travel times between the main cities." The hotel sector is not spared. The opening of several luxury establishments in 2024 and others are planned for 2026. "The fact that major brands are competing to open hotels in Morocco is eloquent," the official notes.

Morocco is accelerating the upgrading of its infrastructure, in preparation for the 2030 World Cup, jointly organized with Spain and Portugal, in order to provide an unforgettable experience for visitors. "We are seeking to raise our standards to the level of our co-host countries: standardization of taxi companies, hotel classification, quality of service," Bennouna indicates. Other major events will reinforce the visibility of the kingdom, including the Africa Cup of Nations in December and the G Adventures GX Summit in September 2026, which the official considers "an essential meeting with the adventure travel community." The communication strategy now focuses on content creators and the diversification of the offer. "Many see Morocco as a cultural and historical destination without knowing that our coastline stretches over 3,500 km, between the Atlantic and the Mediterranean, with countless preserved beaches," she explains. Golf also represents an untapped potential with forty-five courses: "We still only attract a fraction of golfers, while our offer is more competitive than that of saturated destinations."

Despite this rapid growth, Morocco intends to preserve its authenticity. Bennouna assures that the country remains sheltered from excessive tourism. "We are very far from becoming a Dubai or an Abu Dhabi. We have space, we protect our heritage sites and every new road connects local communities to tourism," she says, specifying that "the kasbahs often recruit from the surrounding villages and that tourism supports argan oil, rose and saffron cooperatives, contributing to the empowerment of women and artisans." To share its vision of tourism, the kingdom is preparing a strengthened presence at trade fairs. "This year, our pavilion at WTM London will host culinary demonstrations, artisans and a caftan fashion show," Bennouna announces, planning for 2026 "a larger sensory space, designed to offer an immersive experience and highlight the alliance of authenticity, creativity and accessibility that characterizes Morocco."