Portuguese Tourists Flocking to Morocco: Why Arrivals Jumped 35% in 2025

In the world of travel, proximity often breeds a quiet familiarity, but for Portugal and Morocco, 2025 was the year that familiarity turned into a full-blown love affair. According to recent data from the Moroccan National Tourist Office (ONMT) and major travel networks, Portuguese tourist arrivals to the North African Kingdom didn’t just grow—they skyrocketed.

Morocco welcomed more than 220,000 Portuguese visitors in 2025, marking a staggering 35% increase compared to 2023. Even more impressive is that these figures sit 50% above pre-pandemic levels, signaling a profound shift in how Portuguese travelers view their neighbor to the south.

The Coronation: Morocco Named “Best Destination”

The surge in interest was officially recognized at the 21st Convention of Bestravel, Portugal’s largest travel agency network, held in Casablanca in February 2026. During the event, Morocco was crowned the “Best Destination” for 2025.

This accolade isn’t just a trophy on a shelf; it’s a reflection of a meticulously executed strategy by the ONMT. By working hand-in-hand with Portuguese travel professionals, the Moroccan government has managed to position the Kingdom as more than just a nearby getaway—it is now a top-tier European preference for culture, luxury, and adventure.

Why the sudden surge? The “Secret Sauce” of 2025

What transformed Morocco from a “maybe next year” destination into a “must-visit” for the Portuguese? Several key factors aligned in 2025:

• Geographical and Cultural Proximity: With flight times from Lisbon or Porto often under two hours, Morocco offers an “exotic” experience without the jet lag. Travelers frequently note the shared history and cultural echoes—such as the Portuguese-built fortifications in cities like El Jadida and Essaouira—which create a unique sense of being “at home” in a foreign land.
• The 2030 World Cup Halo: The joint bid by Morocco, Portugal, and Spain to host the 2030 FIFA World Cup has created a massive boost in visibility. The “Kingdom of Light” campaign has been ubiquitous in Portuguese media, fostering a sense of partnership and shared future.
• Affordable Luxury: As inflation bit into European holiday budgets, Morocco’s “value for money” became irresistible. Portuguese travelers found they could enjoy five-star riads in Marrakech or surf camps in Taghazout for a fraction of the price of similar experiences in Southern Europe or the Caribbean.

Destinations Within a Destination

While Marrakech remains the undisputed heavyweight champion of Moroccan tourism, 2025 saw Portuguese travelers venturing deeper into the country.

Marrakech: The “Red City” continues to sell out, especially during the New Year period.

The Coastal Loop: Cities with 15th-century Portuguese walls, like Asilah and Larache, have seen a specific spike in “heritage tourism” from the Iberian Peninsula.

The Desert and Mountains: Winter trekking in the Atlas Mountains and luxury bivouacs in the Agafay Desert have become trending “digital detox” getaways for Lisbon’s tech crowd.

A Historic Year for the Kingdom

The Portuguese market is just one bright spot in a constellation of success. In 2025, Morocco welcomed nearly 20 million foreign visitors in total—a 14% rise from 2024.

The economic impact is equally historic. Tourism revenues reached MAD 138 billion ($13.8 billion), a 21% increase. Tourism Minister Fatima Zahra Ammor noted that the sector has actually surpassed its 2026 strategic targets a full year early.

Humanizing the Numbers

Behind the percentages and the billions of dirhams are real human stories. It’s the Portuguese family discovering the winding alleys of the Fez Medina for the first time, or the local Moroccan artisan in Chefchaouen whose business is thriving thanks to the new influx of European neighbors.

The relationship between Portugal and Morocco is proof that in a digital world, we still crave physical, authentic connections. As we look toward the 2026 APAVT (Portuguese Association of Travel Agencies) annual congress—which will be held in Morocco and host over 750 professionals—the bond between these two nations is only set to grow stronger.

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