investments, cultural richness, and upcoming global events like AFCON 2025 and the 2030 FIFA World Cup are shaping Morocco’s booming tourism industry.
Steady Growth in Morocco’s Tourism Sector
Morocco’s tourism industry continued to expand at a steady and healthy pace during the first half of 2025, according to data from the Directorate of Financial Studies and Forecasts (DEPF).
The sector’s added value increased by 9.7%, compared to 3.2% in the same period of 2024 a clear sign of sustained recovery and resilience.
The report emphasized that Morocco remains a top global destination, welcoming over 11 million tourists between January and July 2025 a 16% increase compared to the same time in 2024.
In July alone, Morocco received 2.7 million visitors, including 1.8 million Moroccan expatriates returning home for summer vacations. Overnight stays in classified tourist accommodations rose by 13% in June 2025, compared to an 8.4% increase the previous year.
Expert Insights: What’s Driving the Growth
Tourism expert Jamal Saadi, speaking from Marrakech, noted that this continuous growth highlights Morocco’s successful recovery from the COVID-19 pandemic.
“After the challenging years of 2022, we saw a real resurgence throughout 2023 and 2024,” he explained.
According to Saadi, the Moroccan National Tourist Office (ONMT) played a major role by launching a new tourism roadmap and increasing international marketing investments — particularly targeting European markets.
Another crucial factor was the improved air connectivity between Morocco and major European cities, making travel easier and more accessible for international visitors.
Saadi also highlighted the lasting impact of Morocco’s historic performance at the 2022 FIFA World Cup, which significantly boosted global awareness.
“At that time, we saw more than 150 million Google searches related to Morocco, reinforcing its image as one of the world’s must-visit destinations,” he said.
Trends and Challenges in 2025
While overall tourist numbers and overnight stays have grown, Saadi pointed out a new trend: visitors are staying fewer nights per trip, dropping from an average of six nights to three.
“This is something we must address,” he explained, noting that shorter stays can reduce total tourism revenue even if arrivals increase.
He added that April and May 2025 recorded the strongest growth, while Marrakech remained Morocco’s most visited city thanks to its mix of culture, luxury, and business facilities.
Ongoing projects in the Atlas Mountains and other regions aim to diversify tourism offerings, including cultural tourism, eco-tourism, and commercial travel experiences.
Looking Ahead : AFCON 2025 and World Cup 2030
Morocco is preparing to host two major international events — the Africa Cup of Nations (AFCON 2025) and the 2030 FIFA World Cup, co-hosted with Spain and Portugal.
Saadi believes these events will significantly enhance Morocco’s global visibility and attract millions of new visitors.
However, he also cautioned that AFCON’s timing early in the year could present hotel capacity challenges, as it overlaps with other busy travel seasons.
Regarding the 2030 World Cup, Saadi stressed the importance of expanding accommodation beyond luxury hotels to include mid-range and eco-friendly options.
“With its proximity to Europe, strong infrastructure, and rich cultural identity, Morocco is well-positioned to welcome millions of visitors by 2030,” he concluded.
