Tourism Trends in Morocco in 2025: Figures and Outlook
Morocco’s tourism sector is entering a promising chapter in 2025, with strong signals of recovery, innovation, and diversification. After years of global disruption, the Kingdom is reclaiming its spot as one of the top travel destinations in North Africa and the Mediterranean. Here’s a closer look at the key trends, figures, and forecasts shaping Moroccan tourism this year.
Record-Breaking Visitor Numbers: A Strong Start to 2025
According to UN Tourism projections, the outlook for 2025 remains positive, with international tourist arrivals expected to grow by 3 to 5% worldwide, boosted by the easing of geopolitical tensions and a slowdown in inflation. Within this encouraging global context, North Africa is particularly well positioned to capture a significant share of the growth — and Morocco is leading the way.
Morocco has performed remarkably well since the start of the year. Between January and Mars 2025, the Kingdom welcomed 4 million visitors, a 22% increase compared to the same period in 2024— representing an additional 717,000 tourists. This performance builds on the momentum of last year, when Morocco set a new record with 17.4 million international visitors, becoming the top tourist destination in Africa. What makes this achievement even more remarkable is that it occurred during a traditionally quieter season, due in part to Ramadan. Yet, March alone — which coincided with Ramadan in 2025 — saw nearly 1.4 million arrivals, up 17% year-on-year.
Key drivers of this growth include the expansion of air connectivity, especially through low-cost carriers, and the strong performance of traditional source markets such as France, Spain, and the United Kingdom.
Outlook for the Rest of 2025
With the launch of major infrastructure projects — including the expansion of airports, new highways, and tourism zones — Morocco is setting itself up for long-term growth.
The government's Tourism strategy aims to:
- Attract 26 million tourists annually by 2030.
- Double overnight stays.
- Create 200,000 new jobs in the tourism sector.
- Position Morocco as a sustainable, diverse, and inclusive destination.
Diversifying Markets and Experiences
Morocco continues to attract a diverse range of travelers, with a strong influx of European visitors — particularly from France, Portugal, and the UK — drawn by the country’s rich cultural heritage and contrasting landscapes.
At the same time, Morocco is investing in niche tourism segments, such as surf tourism. Coastal destinations like Imsouane and Taghazout are thriving, becoming international hotspots for surfers seeking world-class waves and a laid-back atmosphere.
However, this rapid growth also brings challenges, particularly around sustainability and preserving the authenticity of local communities. As these destinations gain popularity, balancing development with environmental and cultural preservation becomes more important than ever.
Business and MICE Tourism Making a Comeback
The Meetings, Incentives, Conferences, and Exhibitions (MICE) segment is back on track, with Morocco positioning itself as a reliable destination for business events. Marrakech and Casablanca are the primary hubs, but Fez and Agadir are increasingly chosen for their charm and growing infrastructure. Companies are also combining team-building trips with cultural immersion and wellness — creating high-value packages for international firms.
Top Tourism Trends in Morocco in 2025
Experience-Based Travel
Today’s travelers are seeking more than just sightseeing. They want immersive experiences:
- Cooking classes with local chefs
- Artisan workshops in Marrakech’s medina and cultural visits
- Nomadic life experiences in the Sahara
The demand is clear: travelers want authentic connections with Moroccan culture.
Rise of Sustainable and Responsible Tourism
Eco-lodges in the Atlas Mountains, plastic-free riads, and community-based travel packages are booming. Travelers are more mindful, opting for eco-conscious stays and experiences that benefit local communities.
Wellness and Slow Travel
Wellness retreats in the Ourika Valley or Essaouira, desert yoga camps, and digital detox getaways are trending. Morocco’s landscapes and traditions make it a perfect destination for relaxation and reconnection.
Luxury with a Local Touch
Luxury travel is growing — but with a twist. Instead of five-star hotels, high-end tourists are choosing luxury riads, private kasbahs, or tailor-made desert experiences with Moroccan hospitality at the heart.
Digital Nomads & Remote Workers
Thanks to improved infrastructure and relaxed visa policies, Morocco is attracting remote workers seeking sun, surf, and souks. Cities like Taghazout and Essaouira are becoming digital nomad hubs.
Morocco, A Destination Shaping the Future of Travel
As we move through 2025, Morocco stands out as a dynamic, resilient, and increasingly diverse destination. From record-breaking tourist arrivals to emerging travel niches and bold investments in infrastructure and sustainability, the country is setting the tone for tourism in North Africa and beyond.
Whether you're dreaming of a cultural escape, an adventure in the desert, a wellness retreat, or a corporate team-building getaway, Morocco offers something unique for every type of traveler. And if you're planning a trip to Morocco, you don’t have to do it alone. No Limits Travel DMC is here to take care of every detail — from personalized itineraries to seamless logistics. With local expertise, creativity, and a deep passion for Moroccan hospitality, our team is ready to help you experience Morocco at its very best.
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