Morocco Records Rapid Growth in International Arrivals, Supported by Improved Accessibility, Strategic Air Route Expansion and Sustained Investment in Tourism Infrastructure

Morocco is experiencing a powerful surge in tourism growth, with official forecasts showing the country is on track to reach 18 million international arrivals by the end of 2025. This rapid momentum is the result of improved travel accessibility, a nationwide expansion of strategic air routes, and consistent public and private investment in tourism infrastructure. Under the 2023–2026 tourism roadmap, Morocco has intensified global promotion efforts, upgraded airports, opened new flight connections to major markets and emerging destinations, and accelerated development projects across coastal, cultural and desert regions, positioning itself as one of the fastest-growing travel destinations in the world.

Morocco is accelerating its rise as one of the fastest-growing travel destinations in Africa and the Mediterranean region, with new projections indicating it will welcome 18 million international tourists by the end of 2025. This estimate, published in an official economic report accompanying the 2026 Finance Bill, underscores the remarkable trajectory of the nation’s tourism industry and its growing influence on economic growth, employment, and regional development.

Expanding Tourism Strategy Gains Results

Morocco’s steady rise in tourism is not the result of chance. It is the outcome of a clearly structured plan laid out in the 2023–2026 national tourism roadmap, a strategy designed to reshape the country’s tourism offering and elevate its global competitiveness. Rather than relying on traditional tourist hotspots alone, the roadmap pushes for innovation, diversification, and digital transformation within the industry.

The strategy seeks to make Morocco a year-round destination by combining iconic cultural experiences—such as ancient medinas, imperial cities, desert caravans, and coastal towns—with new tourism segments. These include sports tourism, ecotourism, wellness retreats, adventure travel, film tourism, spiritual tourism, and premium experiences for long-haul travelers. The plan also prioritizes regional tourism development, encouraging growth in inland and rural areas to distribute economic benefits beyond major cities like Marrakesh, Casablanca, and Agadir.

Investment to Strengthen Infrastructure and Experiences

To sustain future growth and prepare for increasing demand, Morocco is committing significant resources to tourism infrastructure. The latest government forecast allocates MAD 2.5 billion (USD 270 million) in 2026 to accelerate sector development. This investment targets new hotel and resort projects, airport expansions, renovation of heritage attractions, digital modernization of services, and sustainability initiatives that protect cultural and natural sites.

A major part of tourism promotion is being coordinated by national tourism authorities, which have already mobilized MAD 500 million (USD 54 million)—part of a broader MAD 2 billion (USD 216 million) investment plan scheduled over multiple years. As of the latest update, 60% of this plan has been executed, with more initiatives scheduled to roll out during 2027 and 2028. These will focus on brand promotion in international markets, collaborations with global travel platforms, and enhanced data analysis to track visitor trends and plan marketing strategies more effectively.

Air Connectivity Fuels Growth

Improving accessibility remains central to Morocco’s tourism vision. The country is expanding its air transport network through new international routes and increased flight capacity. More airlines are expected to begin operating direct flights to Morocco, connecting it with additional cities in Europe, North America, the Middle East, and West Africa. The expansion of routes to destinations like Tangier, Ouarzazate, Dakhla, Essaouira, and Rabat supports the broader goal of transforming emerging cities into tourism gateways.

At the same time, airport infrastructure is being upgraded to support increased passenger traffic. Efforts to streamline travel include simplified visa procedures, digital travel services, and partnerships with low-cost and full-service carriers to make Morocco more accessible to both regional and long-haul travelers.

Record-Breaking Tourism Recovery

New tourism data shows strong momentum across 2025. Travel arrivals reached 15 million visitors by the end of September 2025, representing a 14% increase over the same period in 2024. The month of September alone reached 1.4 million international arrivals, which marked a 9% year-on-year increase. These numbers indicate that Morocco is already ahead of its projected growth curve and is likely to exceed earlier tourism forecasts.

In 2024, Morocco had already achieved 17.4 million tourist arrivals, exceeding global expectations for post-pandemic tourism recovery. The outlook for late 2025 remains optimistic, driven by strong demand from European travelers, a growing Middle Eastern tourism market, and an increasing number of long-stay visitors including remote workers and retirees.

Long-Term Vision: 2030 and Beyond

Morocco is not only focused on annual performance but also on long-term transformation. The country aims to attract 26 million visitors by 2030—a milestone that aligns with national economic priorities and infrastructure development plans. This period also coincides with major international events, including Morocco’s role as a co-host of the 2030 FIFA World Cup, which is expected to accelerate tourism investments and global visibility.

Tourism planners have emphasized sustainability as a core priority in achieving future growth. This includes protecting cultural heritage, promoting responsible tourism practices, supporting local artisans and rural communities, and preserving natural landscapes across the Sahara, Atlas Mountains, Rif region, and Atlantic and Mediterranean coastlines.

Tourism in Morocco is expanding at record pace thanks to strengthened air connectivity, upgraded infrastructure and sustained government-backed investment that continues to boost the country global appeal.

With strong political commitment, ongoing investment, expanding air links, and a clear tourism vision, Morocco is positioning itself as a global travel success story. Its unique combination of heritage, hospitality, climate diversity, and strategic planning continues to attract millions—and the best chapters of its tourism story are still to come.

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Mexico Joins US, Canada, UK, Japan, Italy, France and Vietnam in Shaping 2026 Travel Trends as Rising Demand Shifts Toward Underrated Destinations With Natural Beauty and Authentic Cultural Experiences

Mexico joins US, Canada, UK, Japan, Italy, France and Vietnam in shaping 2026 travel trends as global traveler behavior shifts away from overcrowded tourism hubs and towards emerging destinations that offer peaceful landscapes, cultural authenticity and meaningful local experiences. New industry data shows that rising demand is being driven not only by adventure seekers and holidaymakers, but also by remote professionals and long-stay travellers who are prioritising value, space, sustainability and emotional connection over mass-market tourism.

Global travel trends are shifting, and the message is clear: travelers in 2026 are moving away from crowded urban centers and mainstream resorts, and heading instead toward peaceful natural landscapes, cultural authenticity and slow-paced escapes. This growing desire for open spaces and immersive experiences has placed Big Sky in Montana, United States at the top of the world’s trending destinations list for 2026, according to a newly released international travel demand study.

The research, based on search growth across flights and accommodation from 24,000 travelers worldwide, reveals a powerful return to mountains, coastlines, countryside retreats and eco-conscious island settings. Rather than quantity of attractions, today’s travelers are choosing destinations that deliver quality of experience—places that offer freedom, well-being, sustainability and local character.

Big Sky Montana Becomes the Symbol of Modern Travel Freedom

Earning a remarkable 92% surge in travel search interest, Big Sky has distinguished itself as a leading retreat for nature-first travel. Set within the rugged Rocky Mountains and surrounded by untouched pine forests, glacial rivers and wildlife reserves, Big Sky offers travelers a powerful escape from modern noise.

For decades, it was known primarily as a world-class winter sports destination thanks to its expansive ski terrain and lengthy snow season. Today, however, it has transformed into a destination for all seasons. In spring and summer, visitors hike scenic mountain ridges, bike wildflower valleys and float through dramatic canyons along the Gallatin River. In autumn, the town’s landscapes glow with golden aspens while mild temperatures attract hikers and photographers.

Yet Big Sky’s appeal extends beyond outdoor pursuits. The town has cultivated a warm mountain culture defined by independent craft eateries, Western heritage, boutique lodges and a growing arts and music presence. Travelers today value emotional connection to the places they visit, and Big Sky delivers that rare combination of silence, wilderness and soul.

Global Ranking of the Top Trending Travel Destinations for 2026

The full list of the top 10 trending destinations reveals a global preference for natural beauty, cultural identity and responsible tourism.

Rank	Destination	Country	Search Growth
1	Big Sky, Montana	USA	+92%
2	Okinawa	Japan	+71%
3	Sardinia	Italy	+63%
4	Phu Quoc	Vietnam	+53%
5	Savoie	France	+51%
6	Fort Walton Beach, Florida	US	+45%
7	Ucluelet	Canada	+44%
8	Cotswolds	United Kingdom	+39%
9	San Miguel de Allende	Mexico	+30%
10	Hobart	Australia	+25%

From tropical islands to mountain villages and historic cities, travelers are demonstrating a shared global interest: exploration with purpose.

Okinawa and Sardinia Lead the Wellness and Sustainability Wave

Okinawa, Japan’s southern island chain, has claimed second place for 2026 travel interest. This region continues to rise thanks to its blend of turquoise seas, sacred heritage sites and a strong environmental conservation approach. Reef protection projects, community-based tourism and cultural education initiatives have turned Okinawa into a model for sustainable island travel.

In third place, Sardinia continues to fascinate travelers due to its reputation as one of the world’s Blue Zones, where residents are known to live long, healthy lives. Beyond this wellness story, Sardinia enchants visitors with its shimmering coastlines, prehistoric archaeological sites, shepherding traditions and rugged inland countryside that feels remarkably untouched.

Mexico joins US, Canada, UK, Japan, Italy, France and Vietnam in shaping 2026 travel trends as a growing wave of travellers rejects crowded tourist hotspots in favour of peaceful, underrated destinations rich in natural beauty and authentic local culture.

Demand Rises for Meaningful Travel and Emotional Connection

Reviewing the full top ten, it is clear that the destinations gaining momentum are those that offer experiences rooted in real culture and landscape. Key themes driving 2026 travel include:

• Connection with nature: Forests, mountains, rural coasts and wildlife-rich habitats
• Well-being: Clean air, outdoor movement, mindfulness and simplicity
• Responsible tourism: Destinations embracing environmental stewardship
• Cultural discovery: Local food, history, traditions and community warmth
• Slow travel: Longer stays, deeper connection and emotional impact

The trends show that travelers now value depth over speed and authenticity over entertainment. They are seeking destinations that not only offer beauty—but meaning.

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US, Mexico, El Salvador, Turkey, Kyrgyzstan, Croatia, Romania, Finland and More Emerge As Powerful New Travel Destinations For 2026 With Untouched Nature Authentic Culture And Offbeat Adventure Experiences

US, Mexico, El Salvador, Turkey, Kyrgyzstan, Croatia, Romania and Finland are rapidly rising on the global travel map as powerful new destinations for 2026, attracting explorers who are turning away from overcrowded hotspots in search of untouched nature, authentic culture and real human connection. These countries, along with a select group of emerging destinations, are redefining modern travel with experiences rooted in wilderness, heritage and community-led tourism. From remote mountain trails in Central Asia to Mediterranean islands free from mass tourism, from Indigenous traditions in South Asia to Arctic adventures in Northern Europe, travellers in 2026 are embracing destinations that feel pure, raw and meaningful. This new travel shift reflects a global movement—one that values slower journeys, cultural respect and deeper exploration beyond the ordinary.

The most rewarding journeys are not always marked on glossy brochures or trending lists. True travel—slow, soulful, and culturally rich—lives in the world’s quieter corners. These are places where nature still breathes in silence, ancient traditions shape daily life, and tourism remains rooted in respect. For travellers seeking authenticity in 2026, these ten emerging destinations offer space to connect, reflect, and rediscover a sense of wonder far from crowded attractions.

1. Tiwai Island – Sierra Leone’s Untouched Jungle Jewel

Surrounded by a peaceful bend of the Moa River, Tiwai Island feels worlds away from modern noise. Blanketed in rainforest, it shelters rare primates, shy forest antelope, and colourful birds that flit across the canopy. It is not a place for luxury—it is a place for real wilderness. Wooden boats glide along the river at dawn, and nights are filled with the hum of nature. Conservation is community led here, ensuring the island’s wildlife legacy is preserved one visitor at a time.

2. Tien Shan Mountains – Kyrgyzstan’s Wild Frontier

In Kyrgyzstan, mountains are not just scenery—they are a way of life. The Tien Shan Range rises dramatically from green valleys into glacial peaks that seem to slice the sky. Wild horses roam freely, yurts dot the sweeping plains, and icy rivers carve paths through silent gorges. Travellers can wander for days without seeing roads or cities. Life here follows ancient rhythms, shaped by nomadic identity and deep respect for nature.

3. Sierra Norte – Mexico’s Mountain Sanctuary

Not far from Mexico’s cultural heart lies Sierra Norte, a quiet realm of cloud forests and mountain villages perched above the world. This region is a model of community-led tourism, where travel supports local stewardship rather than mass development. Forest trails link remote settlements, home-cooked meals are shared with village hosts, and traditional farms open their doors to visitors interested in cultural exchange. It is Mexico as few ever experience it—peaceful, proud, and deeply rooted in ancestral heritage.

4. Vis Island – Croatia’s Last True Escape

On the outer edge of the Adriatic Sea, Vis feels like a secret island preserved from time. Unhurried fishing villages line its coves, olive groves blanket sunlit hills, and stone terraces rise above vineyards that overlook clear blue shores. Travellers swim in tranquil bays, cycle coastal paths, and explore sea caves framed by luminous light. Calm reigns here—no rush, no noise, just island life at its purest.

5. Southeastern Anatolia – Turkey’s Ancient Pulse

Travel in Southeastern Anatolia feels like stepping into the memory of civilisation itself. Across sweeping plains and ancient plateaus, relics of humanity’s earliest faith, agriculture, and architecture remain etched into stone. Traditional markets overflow with aromas of spiced coffee and roasted nuts, while hilltop towns glow in the golden afternoon sun. Stories have lived here for thousands of years—and the land still tells them.

6. Arunachal Pradesh – India’s Remote Mountain Soul

Arunachal Pradesh, in India’s far northeast, remains one of Asia’s most mysterious frontiers. Its winding valleys are guarded by Himalayan peaks, Buddhist prayer flags flutter in frosted winds, and rivers roar through deep emerald forests. Each village has its own language, dress, and festivals. Travellers stay as guests in family homes, share meals by firelight, and witness timeless craftsmanship. It is untouched India—spiritually alive and endlessly beautiful.

7. Via Transilvanica – Romania’s Cultural Trail

This long-distance route crosses Romania like a living timeline—through Saxon villages, fertile valleys, and ancient forests where folklore thrives. Each section of the trail offers something different: fortified stone churches, wooden farmhouses, traditional inns, and open landscapes dotted with hay meadows. Hikers pause to chat with villagers, taste homemade cheese, or watch sheepdogs at work. Simple moments make this journey unforgettable.

8. Ruta de las Flores – El Salvador’s Colourful Highlands

In the western mountains of El Salvador, the Ruta de las Flores unfolds through towns painted in bright murals and alive with artisan spirit. Coffee plantations roll down volcanic slopes, while misty forests hide waterfalls and quiet walking trails. On weekends, lively food fairs transform cobblestone streets into open-air feasts filled with smoky grills, music, and cheerful energy. This is Central America at its most charismatic.

9. Oulu – Finland’s Northern Heart

Oulu stands at the meeting point of modern creativity and wild Nordic nature. Winters bring shimmering northern lights and snowy adventures, while summers invite kayaking, cycling, and quiet evenings by the Baltic shore. The lifestyle is balanced, peaceful, and outdoors-focused. Travellers can experience forests, frozen seas, and cultural events in one journey—a rare combination so close to the Arctic Circle.

10. Great Basin – United States Desert Wilderness

Vast and silent, Great Basin is one of the most underrated wilderness areas in North America. Snow-dusted peaks rise out of sagebrush deserts, alpine lakes hide in high cirques, and some of the planet’s oldest trees—ancient bristlecone pines—cling to rocky slopes. At night, some of the darkest skies in the world reveal the Milky Way in astonishing clarity. It is a sanctuary for anyone seeking true solitude.

A Better Way to Travel

These destinations remind us that travel is not about ticking boxes but about connection—connection with nature, with local culture, and with oneself. In a world that often feels fast and noisy, slow travel to quiet places may be the greatest luxury of all.

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