Morocco, Africa’s gateway to global tourism

14-11-25

Morocco’s tourism sector is experiencing a historic moment. In the latest rankings from the United Nations World Tourism Organization (UNWTO), the country has reached 13th place worldwide and consolidated its status as the number one destination in Africa. This position reflects not only a quantitative rebound in arrivals, but also a qualitative transformation that allows Morocco to reimagine its role—from a fast-growing destination to a continental and global benchmark for tourism.

Between January and October 2025, the Kingdom welcomed 16.6 million visitors, a 14% year-over-year increase. This growth signals a post-pandemic recovery and shows how Morocco has capitalized on its blend of history, nature, luxury, and modernization. Under the leadership of Minister Fatim-Zahra Ammor, the country launched a 2023–2026 plan aimed at doubling tourism revenues and attracting 26 million visitors by 2030.

Investors have taken note. More than 43,000 new hotel beds have been added since 2023, the result of a wave of domestic and international investment encouraged by government incentives, modern infrastructure, and a clear positioning strategy. In this context, a strategic agreement between Alliances Group and Rixos Hotels—worth approximately 1.5 billion dirhams (about US$137 million)—will drive three luxury resorts in Marrakech and Larache, generating thousands of jobs and clearly targeting the premium segment.

Morocco is not pursuing volume alone; it is also moving upmarket. Its strategy elevates cultural identity—medinas, deserts, Atlantic coastline, gastronomy—alongside world-class luxury products. In doing so, it creates space for high-spending visitors to contribute to the economy while mass tourism coexists with unique, differentiated experiences. This dual approach taps into the global rise of authentic travel while strengthening competitiveness against traditional destinations.

Tourism’s strategic role in Morocco is closely tied to its economic diversification agenda. In a context where tourism is no longer just a service but a development vector, the country views it as a driver of job creation, innovation, services exports, and nation-branding. Morocco’s continental leadership grants it a privileged position as a bridge between Africa, Europe, and the Middle East—a true “gateway” for African tourism to the world. Its placement among the top 15 global destinations is no accident, but the result of a cohesive strategy integrating infrastructure, product, investment, and marketing.

Challenges remain. Growing arrivals and building luxury resorts also demand local rootedness, sustainability, resource management, and protection of cultural and environmental heritage. Morocco faces the classic tests of an accelerating destination: how to ensure tourism benefits reach local communities; how to prevent overcrowding from eroding the country’s unique charm; how to balance sector expansion with the imperatives of climate change and responsible consumption. The decisions taken in the coming years will be decisive for its reputation and resilience.

What is at stake today for Morocco goes far beyond the numbers. Its rise in international rankings makes it a transformation model for other emerging destinations. In a world where competition for travelers intensifies, the ability to combine authenticity, quality, investment, and strategic vision is what sets leaders apart. If Morocco achieves its 2030 goals, it will not only have grown as a destination; it will have redefined what it means to be Africa’s gateway to global tourism. The world is watching as the country shapes a modern, inclusive, and ambitious narrative of travel.

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