Tourism: Morocco aims for 18 million visitors and 124 billion dirhams in revenue by the end of 2025

The forecasts for the end of 2025 are indeed very positive. According to a report accompanying the 2026 finance bill, Morocco expects to record 18 million tourist arrivals, generating an estimated revenue of 124 billion dirhams. This performance is attributed to the efforts made within the framework of the 2023-2026 roadmap.

To support this growth, investments continue. The Moroccan National Tourist Office (ONMT) invested 2 billion dirhams in 2025 and plans a budget of 2.5 billion for 2026, as validated within the framework of this roadmap.

A "Light in Action" strategy to diversify the offering

This ONMT strategy, called "Light in Action", aims to position Morocco among the 15 best global destinations by relying on three levers: marketing, strengthening air transport, and distribution. The Office intends to extend this momentum over the 2027-2028 period by creating new routes and strengthening its partnerships with tour operators and online travel agencies.

A concrete example of this diversification is the memorandum of understanding that has just been signed with Intrepid Travel, a global leader in sustainable adventure travel. This strategic partnership aims to develop a more immersive and responsible tourism, with the objective of attracting up to 200,000 additional tourists per year by 2031, thus consolidating the new orientation of Moroccan tourism.