Morocco Tourism Reaches New Record with More than One Hundred Billion Revenue MAD and Nearly Twenty Million Visitors in 2025, Fueling Jobs, Growth and Regional Development

According to the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy, Morocco’s tourism sector reached an extraordinary milestone in 2025 by earning MAD 138 billion in foreign currency grossing revenue. This is a 21 percent increase compared to the 2024 revenue, indicating the sector’s relentless growth, which continues to position tourism as one of the key drivers of national development.

The impact of this achievement goes beyond the sheer numbers. Not only did the revenue surpass the 2026 tourism roadmap gross revenue target of MAD 120 billion, but it also exceeded the target by MAD 18 billion, and did so one year ahead of the roadmap schedule. This achievement is indicative of the effectiveness of Morocco’s Tourism Growth Strategy.

Early Target Success Signals Structural Tourism Expansion

Exceeding long-term targets ahead of time reflects more than a temporary rebound. It points to structural tourism growth, supported by improved destination positioning, diversified travel products, and increased visitor spending.

The ministry highlighted that Morocco’s performance reflects rising destination quality, stronger international appeal, and better value capture from tourism activity. Growth is no longer defined solely by visitor arrivals, but by the ability of the sector to generate higher economic returns per traveller. This shift strengthens tourism’s contribution to macroeconomic stability and long-term development.

Tourism Growth Drives Broader Economic And Regional Impact

The MAD 138 billion generated in 2025 represents a powerful economic multiplier. Tourism revenue directly feeds into accommodation, transport, food services, handicrafts, events, and local supply chains, amplifying its impact across regions. The ministry noted that stronger tourism performance translates into greater local economic impact, more job opportunities, and enhanced income generation in both urban and rural areas.

By expanding tourism activity beyond traditional centres, Morocco is using tourism growth as a tool for balanced regional development. This approach ensures that growth benefits communities across the country rather than remaining concentrated in a few destinations.

Record Visitor Numbers Strengthen Tourism Momentum

Alongside revenue growth, Morocco welcomed nearly 20 million visitors in 2025, the highest annual total in its history. This represents a 14 percent increase compared to the previous year, reinforcing the depth of demand for Morocco’s tourism offerings.

The combination of higher visitor numbers and record revenue demonstrates a healthy growth model. Tourism expansion is being driven not only by volume, but also by longer stays, diversified experiences, and higher-quality spending. This balance supports resilience, reducing vulnerability to market fluctuations and seasonal shifts.

Diversification Fuels Sustainable Tourism Growth

Morocco’s tourism growth has been underpinned by deliberate diversification of destinations and experiences. The country has expanded its tourism portfolio across coastal areas, cultural cities, desert landscapes, mountain regions, and rural communities.

International promotional campaigns have increasingly highlighted lesser-known destinations alongside established tourism hubs. This diversification spreads visitor flows, reduces pressure on overcrowded areas, and extends economic benefits to emerging regions. By aligning growth with sustainability, Morocco is strengthening its tourism sector for the long term.

Domestic Tourism Reinforces Growth And Stability

Domestic tourism played a crucial role in 2025, with Moroccan travellers spending around MAD 48 billion within the country. This strong domestic contribution adds stability to the tourism sector, cushioning it against external shocks and supporting year-round demand.

Domestic travel also encourages continuous investment in accommodation, transport, and attractions, helping businesses maintain operations outside peak international seasons. As a result, tourism growth becomes more consistent and less dependent on global travel cycles.

Tourism Growth Supports Jobs And Long-Term Development

Rising tourism revenues support employment across hotels, restaurants, transport services, tour operations, and cultural industries. The ministry emphasised that tourism growth is closely linked to job creation, skills development, and sustainable livelihoods. As tourism shifts toward higher added value, it creates opportunities for better wages, professional training, and long-term career paths. This strengthens tourism’s role as both an economic and social development engine.

A Strong Platform For Future Tourism Expansion

By exceeding revenue and visitor targets ahead of schedule, Morocco enters the next phase of its tourism strategy with strong momentum. Proven demand, diversified offerings, and robust domestic support give the sector a solid foundation for continued expansion. Future efforts can now focus on consolidating gains, enhancing sustainability, and further increasing the quality of visitor experiences while maintaining growth.

Morocco Tourism Growth Sets A New National Benchmark

Morocco has nearly 20 million visitors and MAD 138 billion in tourism revenue. With an additional MAD 48 billion in domestic tourism spending, 2025 will be a landmark year for Morocco’s tourism. Tourism in Morocco continues to prove it’s a primary economic driver, and a national early target realigns for economic growth, regional equity, and employment. Morocco sustained this success, and the tourism sector remains an imperative driver for the years to come.

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Morocco’s Tourism Revolution in 2025: A Dazzling Surge That Took the World by Surprise!

Morocco’s tourism industry achieved unprecedented growth in 2025, drawing nearly 20 million visitors and generating MAD 138 billion in foreign currency revenues, significantly outperforming targets set for 2026 under the government’s tourism roadmap. These results mark a major milestone in the North African nation’s long‑term strategy to position tourism as a cornerstone of economic development.

Record-Breaking Visitor Numbers

The Kingdom of Morocco recorded an estimated 19.8 million international tourists over the course of 2025, representing a 14 % increase compared to 2024. This surge in arrivals positions the country as one of the top performers in global tourism, reinforcing its appeal across leisure, business and cultural travel segments.

International arrivals have steadily risen in recent years. For context, Morocco welcomed 17.4 million tourists in 2024, a figure that itself was a record at the time and had put the country ahead of regional competitors.

Surging Tourism Revenue Outpaces Expectations

Tourism revenue in 2025 reached MAD 138 billion, a 21 % year‑on‑year increase that surpassed the sector’s MAD 120 billion target set for 2026 under the government’s 2023‑2026 tourism roadmap — achieving this goal a full year early. Domestic tourism played a substantial role in this expansion, contributing approximately MAD 48 billion in local spending, underlining the strength of both inbound and domestic travel demand.

Industry observers note that stronger performance is the result of developments in service quality, diversified tourism offerings, and enhanced travel experiences across Morocco’s regions — from iconic cities like Marrakech and Casablanca to coastal and desert destinations.

Strategic Tourism Roadmap Driving Growth

The Moroccan government’s strategic tourism roadmap for 2023‑2026 outlined several ambitious goals for the sector, including attracting 17.5 million tourists and generating MAD 120 billion in foreign exchange earnings by 2026. Developed in collaboration with public and private stakeholders, the plan places emphasis on expanding air connectivity, enhancing destination promotion, and strengthening hospitality services nationwide.

This roadmap also identifies key thematic tourism products — such as cultural circuits, nature and adventure offerings, and festival tourism — alongside cross‑cutting priorities like sustainable development and local gastronomy. Implementation of these initiatives has played an important role in accelerating Morocco’s tourism performance ahead of schedule.

Economic Significance of Tourism Growth

Tourism is a vital pillar of the Moroccan economy, contributing significantly to gross domestic product and foreign currency inflows. The sector’s expansion boosts employment across regions, stimulates investment in infrastructure and hospitality, and supports local businesses such as transportation, handicrafts, and cultural services.

Official data from the Ministry of Tourism, Handicrafts and Social and Solidarity Economy highlights the broad economic impact of the sector, including job creation and higher regional spending. As a result, tourism remains a priority for national planners seeking to strengthen inclusive growth and economic diversification.

Enhanced Connectivity and Market Diversification

Morocco’s improved global connectivity has been a central factor in attracting record tourism numbers. Expansion of international air routes, partnerships with global airlines, and improved access to key markets in Europe and North America have made the destination more accessible to travelers. Investments in infrastructure, such as airport modernization and expanded flight capacity, have further supported growth momentum.

Marketing initiatives that showcase Morocco’s cultural heritage, natural landscapes and urban attractions have also contributed to widening the country’s reach in international markets.

Outlook Toward 2030 and Beyond

Looking beyond 2025, Moroccan authorities are targeting 26 million tourists by 2030, aligning with the nation’s role as co‑host of the FIFA 2030 World Cup alongside Spain and Portugal. This forthcoming global event is expected to amplify opportunities for tourism expansion, catalyze further infrastructure development, and bolster Morocco’s profile on the world stage.

To maintain this positive trajectory, the tourism sector aims to focus not only on visitor volume but also on value — attracting higher‑spending tourists and promoting longer stays that generate greater economic return. Sustainable and inclusive tourism growth remain central themes as the country strengthens its competitiveness in a post‑pandemic global travel landscape.

Domestic Tourism and Regional Development

Domestic tourism has emerged as a key contributor to the sector’s success, with Moroccan travelers accounting for a significant share of total tourism spending. This trend highlights growing interest in local destinations and cultural experiences, which not only supports economic activity in urban centers but also fosters development in rural areas.

By integrating domestic travel promotion into broader economic planning, Morocco is building resilience in the tourism sector while generating broader social and economic benefits across its regions.

The remarkable achievements of Morocco’s tourism industry in 2025 demonstrate the effectiveness of strategic planning, targeted investment, and global outreach. With continued focus on sustainable growth, enhanced visitor experiences, and diversified offerings, the Kingdom is well placed to consolidate its position as a leading global and African travel destination.

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Dacia Logan taxi in Chefchaouen, Morocco

In December and January I was lucky enough to visit Fès and Chefchaouen in Morocco. This was a great opportunity to observe the local car landscape and confirm the 2025 sales ranking is reflected in the streets of the country.

Dacia Sandero 2 and 3 red taxis

The first striking element when arriving in Fès is the omnipresence of red taxis, absolutely everywhere. They are almost exclusively composed of Dacia Logan 2 and Sandero 2 and have for sure contributed to the two nameplates’ high national volumes each year. The Logan and Sandero 3 are also seen but much less often.

Dacia Sandero 2 and 3 red taxis

Other much rarer red taxis include the Fiat Punto, Citroen C3, Citroen C-Elysée, Peugeot 208, Fiat Palio and Albea.

Dacia Logan 2 and Sandero 2 taxis in Chefchaouen

Taxis are blue in Chefchaouen, the blue city with its houses painted in striking blue colours.

Taxis are yellow in Ouazzane, halfway between Fès and Chefchaouen.

Dacia Logan 3, 2 and 1

Outside of taxis, the Logan and Sandero also very numerous in the streets, reflecting the models ranking for the country. I noticed a slight advantage for the Logan in terms of private car numbers, illustrating 2025’s new sales ranking. The Logan 1 is relatively rare, compared to the 2 and 3.

Dacia Sandero 3 in Chefchaouen

Another observation is the quasi absence of Sandero Stepway variants, even though this is the favourite across Europe. There are also almost no Sandero 1 in the Moroccan streets.

#1 in the country from 2018 to 2020, the Dacia Dokker is indeed frequent in Fès streets, potentially the third most frequent model in the country alongside the Dacia Duster (almost no last gen though for the Duster).

The renewal of the “white taxis” fleet pushed the Dacia Lodgy up to #5 overall in 2020. White taxis are longer distance taxis, travelling on trips such as centre town to airport. Other taxis in Fès were tiny Suzuki Minivans (see above).

I could only see a handful of Dacia Jogger during the trip.

The Renault Kardian is an instant blockbuster in Morocco, already ranking #6 for its first full year in the charts and already seen often, even in small towns like Chefchaouen.

Reassuringly, the rest of the 2025 Top 10 is well represented in Moroccan streets: the Renault Clio, Express, Peugeot 208, Dacia Duster, Hyundai Tucson, Opel Corsa and VW Tiguan are all seen often.

Hyundai CretaCitroen C4Hyundai Grand i10Kia Sportage Toyota Corolla

As expected, pickup trucks are more popular in the countryside, where the Toyota Hilux is present but the Mitsubishi L200 almost holds a monopoly on this segment. As for vans, the Peugeot Partner, Citroen Berlingo, Renault Kangoo and Fiat Doblo are very successful there, with some towns completely devoid of any other type of vehicle.

The Chinese are here, but still very discreet. I only saw a couple of BYD SUVs, the Jaecoo pictured above and the Dongfeng Pickup above. To be fair, the best-selling Chinese carmaker in Morocco, BYD, ranked at a lowly #15 in December, followed by MG (#16) and Geely (#17). One thing is for sure, the Chinese invasion hasn’t started quite yet in Morocco.

Citroen C15Fiat Uno 2, Citroen C5Peugeot 309Renault 19

As for the general car landscape, it is very French, with old Renault, Peugeot and Citroen models flooding the streets. There is also a big heritage of Fiat Uno 2 and Palio.

That’s all for our visit to Morocco! Next stop Qatar.