Morocco’s Tourism Surge: 2.7 Million Visitors in July, but Challenges Loom for Marrakech Hotels

The tourism sector had a remarkable month of July. According to data provided by the Ministry of Tourism, Morocco welcomed 2.7 million tourists in July 2025, up 6% compared to the previous year. This increase concerns both foreign tourists and Moroccans residing abroad (MREs). In detail, arrivals of foreign tourists reached 875,000, up 2% compared to July 2024. In total, 1.8 million MREs chose to spend their holidays in Morocco, a growth of 7%, according to L’Economiste.

In total, 11.6 million tourists arrived in Morocco during the first seven months of the year, an increase of 16% compared to the same period in 2024. This positive momentum is the result of a careful listening to the expectations of travelers and a constant commitment to improving their experience, in line with the ambitions of the 2023-2026 tourism roadmap, the ministry stressed.

However, this momentum masks certain persistent difficulties noted by industry professionals. In Marrakech, a survey conducted by the Regional Association of the Hotel Industry (ARIH M/S) among 25 establishments reveals an overall drop in attendance estimated at 30% in June, despite the efforts of hoteliers who have multiplied promotions and special offers to attract customers. According to Ahmed Bennani, president of ARIH M/S, this decline is particularly pronounced in certain categories of hotels, especially 3 and 4 star hotels.

"While the first half showed a performance growth of nearly 1%, the summer, a crucial period with the return of MREs and national holidays, reveals a 3% decline in arrivals. This trend is worrying," says Mustapha Amalik, Secretary General of the Regional Tourism Council of Marrakech/Safi, to L’Economiste. In addition, the quality of the tourist experience is at stake. On review platforms like Tripadvisor and other specialized sites, many tourists criticize the services they sometimes find disappointing. They also denounce excessive prices, even attempts at scams, highlighting a gap between visitors’ expectations and the local offering.

This is a cause for concern for industry professionals. They are aware that the attractiveness of Morocco alone is no longer enough. Ensuring impeccable service and diversified offerings is also necessary to build customer loyalty and strengthen the country’s reputation.