Morocco is experiencing significant growth in the tourism sector, which has enabled it to achieve revenues of over 54 billion dirhams (5.152 billion euros) at the end of June.
According to a statement from the Ministry of Tourism, Handicrafts and Social and Solidarity Economy, revenue from tourist arrivals grew by 9.6% in the first half of the year, demonstrating Morocco’s growing appeal as a preferred tourist destination and the sector’s ability to generate more foreign exchange for the benefit of the national economy.
For the minister responsible for the sector, Fatima Zahra Ammor, this dynamic reinforces the ambition to position Morocco as a high value-added destination. ‘That is why we are investing in tourist entertainment, an essential lever for stimulating spending, extending stays and building tourist loyalty,’ she said.
Added value
After recording strong growth in tourist numbers in 2024, with an increase of 14% compared to the same period last year, the Ministry of Tourism emphasised that this growth is due to efforts to promote the country’s tourist destinations and improve their accessibility.
The positive trend continued in 2025, with an increase in arrivals from several European countries, such as the United Kingdom (45%), Italy (47%) and Belgium (36%).
The diversity of Morocco’s tourist offer, from the beaches of the Atlantic and Mediterranean coasts to the High Atlas Mountains, via imperial cities such as Marrakech and Fez, attracts millions of European travellers every year who are fascinated by the beauty of the historic centres, the climate and the hospitality of the people.
The Ministry’s national plans to improve the quality and performance of tourism in Morocco have enabled the sector to continue its growth momentum. Thus, at the end of June 2025, travel revenues reached 54 billion dirhams, an increase of 9.6% compared to the same period in 2024.
These results represent a gain of 4.7 billion dirhams, thanks to a 19% increase in the number of foreign visitors, according to data from the Ministry of Tourism.
At the same time, the combined increase in arrivals and foreign exchange earnings shows the impact of efforts to strengthen air connectivity and promotion and promotional activities at the national and international levels, within the framework of the 2023-2026 roadmap.
Initiatives aimed at diversifying the tourist offer and maximising economic benefits throughout Morocco enable the tourism sector to contribute each year to the creation of new direct and indirect jobs for the local population in the country’s 12 regions.
All these dynamics reinforce the ambition to position Morocco as a high value-added destination. The Ministry therefore advocates investing not only in tourism infrastructure, but also in entertainment as an essential lever to stimulate spending, extend stays and build tourist loyalty through unique and unforgettable experiences.
Diversification of the tourism offer
The organisation of the World Cup in 2030 is a very important milestone that will reinforce the strategic impact of the tourism sector in Morocco. The country welcomes 51% of international tourists and 49% of Moroccans living abroad, and is the leading destination on the African continent, achieving the roadmap objectives set for 2026 two years ahead of schedule.
The momentum of tourism in Morocco is supported by a series of strategic initiatives aimed at enriching the tourist offer and maximising economic benefits throughout the country. The following are particularly noteworthy:
- Go Siyaha: a programme aimed at promoting the creation of new tourist experiences in different regions of the country.
- Thematic incubators: specialising in Moroccan gastronomy, digital services and leisure gaming to bring out innovative concepts focused on travel trends.
- Regional project bank: with 900 turnkey projects, designed to transform local potential into concrete and marketable offers.
- Greater use of digital technologies to enhance Morocco’s appeal as a tourist destination.
- Creation of new chains such as ‘Sea’ and ‘Nature & Discovery’.
- Development of national parks and amusement parks in several regions.
- Innovate and diversify the tourist offer to increase Morocco’s competitiveness in the international market.
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