Morocco’s tourism industry has moved into a new phase of expansion, setting benchmarks that were previously considered aspirational. In 2025, the country received nearly 20 million international visitors, a sharp rise compared with the previous year and a signal that demand for Morocco as a destination has shifted structurally rather than cyclically.
Tourism now occupies a central position in the national economy. The sector accounts for roughly seven percent of gross domestic product and supports a wide employment chain, from transport and hospitality to retail and cultural services. Just as important, tourism provides a steady inflow of foreign currency, helping to offset trade imbalances and stabilize external accounts.
Connectivity, Investment and a Broader Tourism Map
Several factors explain the acceleration. Expanded international air connections have made Moroccan cities more accessible from Europe, the Middle East, and North America. At the same time, authorities and private operators have focused on diversifying the country’s tourism offer, promoting regions beyond the traditional hubs and encouraging longer stays.
Investment has followed demand. Hotel renovations and new developments have increased capacity while improving quality standards, allowing the sector to absorb higher visitor numbers without severe pressure on infrastructure. This investment cycle has also contributed to rising confidence among international travel operators and investors.
Revenue Growth and Long-Term Ambitions
The financial impact is becoming increasingly visible. Tourism receipts climbed strongly during 2025, reaching the equivalent of more than 13 billion dollars in the first eleven months of the year alone. This revenue growth has outpaced visitor growth, suggesting higher average spending and a gradual move toward more value-added tourism.
Looking further ahead, Morocco has set an ambitious target of welcoming 26 million tourists by the end of the decade. Hosting the FIFA World Cup alongside Spain and Portugal is expected to act as a global showcase, accelerating infrastructure upgrades and reinforcing the country’s international profile.
Morocco’s recent performance indicates that tourism is no longer just a supportive sector, but a strategic pillar of economic development. If current trends hold, the challenge will shift from attracting visitors to managing scale, sustainability, and long-term competitiveness in an increasingly crowded global tourism market.
