Once again, renowned for its varied landscapes and wonderful cultural scenes, Morocco has distinguished itself in tourism. For the first time, Morocco occupies the second place among tourist destinations on the African continent, right behind Egypt.
According to the latest report “Country Brand Ranking / Tourism Edition 2024-2025 by the Spanish firm Bloom Consulting, Morocco has overtaken South Africa as the number two tourist destination in Africa.
The report highlights Morocco’s impressive progress in tourism, attributing it to the development of social media presence and engagement, this historic rise reflects an effective digital strategy, online performance, and a growing attractiveness that reinforces Morocco's position as a top destination on the continent.
The Ministry of Tourism also has stated that Morocco rose from 41st to 31st place in the Global Ranking between 2019 and 2023, showcasing the sector's dynamism and resilience, as well as the effectiveness of the strategies the ministry has implemented in recent years.
Impressive growth in arrivals
By the end of September 2024, a total of 13.1 million tourists had been recorded, an increase of 2 million compared to the same period in 2023 and 29% compared to the same period in 2019, stated the Head of Government Aziz Akhannouch.
Morocco’s airports handled a record 18 million passengers, making it the leading African country for tourist arrivals and the 19th most visited country in the world, the United Nations World Tourism Organisation said.
In terms of distribution, the majority of passengers landed at Mohammed V International Airport in Casablanca. Marrakech-Menara Airport increased by 30.2% and Agadir-Al Massira Airport by 34.6%, in terms oftotal number of passengers. Other major tourist spots such as Rabat-Salé Airport (40.4%), Aéroport Dakhla (33.2%), and Tangier-Ibn Battuta International Airport, with a 20% increase.
Air transport played a keyrole, with a notable 17% increase in arrivals by air. These performances illustrate Morocco's dynamism as a tourist destination, which continues to attract worldwide visitors.
Performance by nationality
The main outbound markets continued to be Europe, led by France with a 17% increase in visitors, followed by Spain (+6%) and the UK (+34%). The performance of other markets, notably Italy (+21%) and Germany (+28%), also underlines Morocco's appeal to a broader European clientele. These results confirm the strengthening of tourism relations between Morocco and its European partners.
Change in overnight stays : Record figures
In addition to arrivals, Morocco also sawa significant increase in overnight stays. For the first half of 2024, the country recorded 12.6 million overnight stays, up 8% on 2023. Marrakech, with4.7 million overnight stays (+9%), and Agadir with 2.4 million (+32%) remainthe two main destination cities. Casablanca and Tangier, although slightly down, continue to attract a significant number of visitors.
This increase in overnight stays is underpinned by an overall occupancy rate of 47%, up slightly by 1 point on the previous year. 4-star hotels and vacation clubs posted the highest occupancy rates, at 72% and 66% respectively.
Resilience in the face of challenges
According to the Bloom Consulting report, Morocco's success is based on several factors,including:
- An effective digital strategy: Morocco has set itself a part by adopting a strategic approach focused on digital, capitalizing on social media and an effective online presence. The report highlights the importance of digital demand (D2 Digital Demand), which measures tourism-related online searches. This increase in digital appeal has enabled Morocco to strengthen its brand image and attract new visitors.
- Resilience in the face of crises: Morocco has demonstrated an ability to overcome challenges, such as the 2023 earthquake, boosting visitors' confidence in the destination's safety andstability. This resilience factor was highlighted in the report as a key element for long-term tourism growth.
Rising tourism receipts
Travel receipts in Morocco have reached 87.1 billion dirhams by the endof September, an increase of 8.4% year-on-year and around 44.7% compared withthe same period in 2019.This confirms the importance of tourism to the Moroccan economy and itsrole as a driver of national economic growth.
Diversification of the tourism offering
The diversity of Morocco's tourismoffering has played a major role in this growth. The country attracts both international tourists and dynamic domestic tourism, representing 3.5 million overnight stays for Moroccan residents by 2024. This diversity makes it possible to satisfy a varied clientele, with offers ranging from luxury hotels to guest houses, the latter boasting an occupancy rate of 38% in 2024.
Key Success Factors
Morocco has succeeded in making progress thanks to the implementation of an effective digital strategy. This strategy includes not only the optimization of websites dedicated to tourism, but also an active and dynamic presence on social networks. Improved air connectivity has also played a crucial role in this progress. With a significant 17% increase in the number of arrivals by air, it is undeniable that transport infrastructure - whether airports, airlines or related services - remains essential to attracting and welcoming international travellers.
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