Morocco’s Tourism Miracle: 8.9M Visitors in H1 2025 Redefines Travel Recovery

Driven by cultural magnetism, stability, and strategic investment, Morocco’s tourism sector grows 19% year-on-year—positioning the Kingdom as a leading African and Mediterranean destination.

RABAT – July 16, 2025 — Morocco’s tourism sector is experiencing an extraordinary revival. In just the first six months of 2025, the country welcomed an estimated 8.9 million international visitors, marking a 19% surge compared to the same period in 2024, according to data released by the Moroccan National Tourist Office (ONMT).

This impressive growth signals not only a rebound from pandemic-era declines but a sustained trajectory of expansion fueled by infrastructure upgrades, targeted marketing campaigns, and the country’s renewed international appeal.

“Morocco’s diversity—cultural, climatic, and geographic—is unmatched in the region. We are seeing strong returns on our strategy to position Morocco as a year-round destination,” said Adil El Fakir, Director General of ONMT. “From luxury seekers in Marrakech to adventurers trekking the Rif Mountains, the Kingdom is meeting the global traveler’s new expectations.”

A Mosaic of Destinations Powering Growth

Three cities in particular have emerged as major engines of tourism in 2025:

• Marrakech, Morocco’s timeless jewel, continues to enchant visitors with its red-hued medinas, five-star riads, and world-renowned festivals.
• Tangier, the gateway between Europe and Africa, has witnessed a hotel boom and port upgrades, drawing both cruise ships and cosmopolitan crowds.
• Chefchaouen, the “Blue Pearl” nestled in the Rif Mountains, is attracting eco-tourists, digital nomads, and influencers with its Instagram-worthy charm.

“Chefchaouen has gone from a hidden gem to a global bucket-list destination,” said Zineb El Youssfi, a tourism consultant based in Fez. “Sustainable travel trends are helping smaller cities flourish, distributing income and reducing pressure on traditional hubs.”

Strategy and Stability Behind the Surge

The tourism boom is not accidental. Morocco’s Vision 2020 and updated Tourism Strategy 2025 have placed experience-based tourism, regional diversification, and international partnerships at the core of growth.

Key initiatives include:

• Airline route expansions with Royal Air Maroc and budget carriers like Ryanair and Transavia
• Visa facilitation and e-visa adoption for select non-Schengen countries
• Smart tourism investments, including digital infrastructure, heritage restoration, and sustainability programs

The government’s push has also been buoyed by Morocco’s political stability and soft power diplomacy, positioning it as a safe, attractive, and strategically located destination for tourists from Europe, the Gulf, and the Americas.

Human Impact: Jobs, Entrepreneurship, and Community Development

For communities across Morocco, the tourism boom is more than numbers—it’s a lifeline. From artisan cooperatives in Essaouira to desert guides in Merzouga, tourism is reviving local economies and preserving cultural heritage.

“I started a women-run guesthouse in Ouarzazate in 2023. This year, our bookings are up 40%,” shared Fatima Bouanani, a small business owner and former French teacher. “Tourism is helping women like me stay in our communities and build something meaningful.”

The Ministry of Tourism estimates that over 550,000 Moroccans are directly employed in the sector, with many more benefiting through indirect supply chains such as agriculture, crafts, and transport.

A Model for Africa?

As climate change, geopolitical shifts, and global demand for culturally immersive travel reshape the tourism landscape, Morocco stands out as a model for resilient, inclusive growth.

“The Moroccan model integrates heritage, innovation, and inclusivity,” noted Dr. Idriss Kebbaj, a professor of sustainable development at Mohammed VI Polytechnic University. “It’s proof that tourism, if managed wisely, can empower people and strengthen international ties.”

With Throne Day celebrations on July 30 and several major events slated for the second half of the year—including the International Film Festival in Marrakech and regional business summits—tourism authorities are optimistic about surpassing 15 million visitors by year-end.

As Morocco continues to captivate the world, its tourism story is increasingly one of people-powered progress, where ancient cities, new investments, and human resilience converge in a vibrant cultural renaissance.