There has also been a significant increase in tourists' average length of stay and per capita spending, indicating not just a quantitative recovery, but a qualitative one as well. Cities such as Marrakech, Fez, Casablanca, Agadir, and Chefchaouen have reported high occupancy rates, especially during holidays and long weekends, reflecting growing demand for more authentic travel experiences rooted in culture, gastronomy, and heritage. Domestic tourism has also played a key role, with more Moroccans showing interest in discovering their own country, driven by national mobility policies and offers tailored to local travelers.
The sustained growth of the sector impacts not only financial revenue but also employment and regional development. Thousands of direct and indirect jobs have been preserved or created, particularly in the hotel industry, tourism services, transport, food and beverage, and local commerce. Tourism is reaffirming itself as a key pillar of Morocco’s economic development, contributing to social cohesion and reducing regional inequalities.
The Moroccan government has reiterated its commitment to a long-term tourism vision aligned with the Sustainable Development Goals (SDGs), with a strong focus on innovation, sustainability, and service quality. The National Tourism Development Plan includes major investments in infrastructure, vocational training, digital promotion, and incentives for rural entrepreneurship, all aimed at strengthening the country’s competitiveness and enhancing the visitor experience.
At the same time, Morocco is reinforcing its presence in international tourism networks, regional cooperation platforms, and multilateral forums, allowing it to position itself as a leading player in the Mediterranean, Arab world, and African continent. This diplomatic tourism strategy has created synergies with other strategic sectors such as air transport, culture, crafts, and technology, promoting a model of integrative and sustainable growth.
The positive evolution of tourism revenue in the first half of 2025 bodes well for an even more encouraging year-end, with optimistic projections for the autumn-winter season, during which Morocco expects a significant influx of European, American, and Moroccan diaspora travelers. Major cultural, sporting, and religious events scheduled for the coming months, along with favorable weather conditions and an increasingly sophisticated hotel offering, contribute to the consolidation of this promising outlook.
In an international context still marked by uncertainty, Morocco is emerging as an example of stability, strategic planning, and adaptability, proving that tourism can serve as a lever for economic, social, and cultural transformation. These figures not only celebrate a momentary achievement, but also reflect the results of a coherent and ambitious strategy. With a growing focus on added value, inclusion, and innovation, the country is steadily advancing toward a new phase of regional and international tourism leadership.
