Morocco welcomed a record 19.8 million tourists in 2025, up 14 % from the previous year, the tourism ministry announced on 5 January.
This milestone cements the North African kingdom as Africa’s top tourism destination, building on strong growth from 17.4 million arrivals in 2024 and surpassing pre-pandemic figures significantly. The surge underscores Morocco’s rapid recovery and appeal as a diverse travel hub blending culture, history and natural beauty.
Strong economic impact
Tourism remains a vital pillar of Morocco’s economy, contributing around 7 % to gross domestic product while generating essential jobs and foreign currency inflows.
Between January and November 2025, revenues reached 124 billion dirhams ($13.5 billion), marking a 19 % increase year-on-year. This financial boost reflects higher visitor spending and the success of targeted investments in infrastructure.
Strategic efforts drive growth
Under the leadership of Tourism Minister Fatim-Zahra Ammor, authorities expanded air routes to major markets — especially Europe — promoted emerging destinations and incentivised hotel renovations and new openings.
These measures, part of the 2023-2026 tourism roadmap, exceeded initial targets ahead of schedule, drawing crowds to iconic sites and lesser-known gems alike.
Visitors continue to flock to the vibrant souks of Marrakech, the medieval medinas of Fez and coastal spots like Agadir and Essaouira.
Diverse attractions captivate travellers
Morocco’s offerings span stunning variety: the striking blue streets of Chefchaouen in the Rif Mountains, the towering Hassan II Mosque in Casablanca overlooking the Atlantic, camel treks across the golden Sahara dunes and hikes through Berber villages in the snow-capped Atlas.
Looking ahead
The kingdom targets 26 million tourists by 2030, coinciding with co-hosting the FIFA World Cup alongside Spain and Portugal. Ongoing infrastructure upgrades, including new hotels and transport links, aim to sustain this momentum while prioritising sustainability.
As Morocco balances rapid expansion with preservation, 2025’s record confirms its status as one of the world’s most compelling destinations.
