Record tourism figures in Morocco in 2025

In 2025, Morocco pulled off a genuine feat. The Kingdom recorded an all-time tourism high, coming within a whisker of 20 million visitors over the year as a whole. Yes, almost 20 million visitors won over by the sunshine, the culture, the food… and no doubt also by that legendary warm welcome.

This impressive performance represents an increase in visitor numbers estimated at around +14% compared with 2024. Morocco thereby confirms its place among the most dynamic destinations in the Mediterranean basin and in Africa. So what explains this spectacular success? And above all, how did the country manage to beat its own tourism record?

Let us take a look behind the scenes of an exceptional year.

Steady growth that peaked in 2025

Since tourism began recovering worldwide, Morocco has shown consistent progress. After passing the 17 million visitor mark in 2024, 2025 saw another threshold crossed.

The key figures speak for themselves:

• 19.8 million touristswelcomed in 2025
• Around2.4 million additional visitorscompared with 2024
• Tourism revenue up by roughly+16%, reaching almost115 billion dirhams

This tourism record is not just about volume. It also rests on a longer average length of stay and on a move upmarket across the offering. In other words, visitors are staying longer… and spending more.

Cities driving the trend: Marrakech, Agadir, Fez and Tangier lead the way

Some destinations contributed particularly strongly to this increase in visitor numbers.

Marrakech, still the undisputed star

You cannot discuss record tourism figures without mentioning Marrakech. The ochre city continues to attract visitors from all over the world. Between Jemaa el-Fna square, the restored riads and the new luxury hotels, the city remains a safe bet.

In 2025, Marrakech saw visitor numbers rise by an estimated 12% or more. It appeals to European tourists just as much as to American and Middle Eastern visitors.

Agadir and the Atlantic coast: the seaside makes a comeback

Agadir, for its part, has benefited from a strong revival in seaside tourism. The beaches, upgraded infrastructure and the growing popularity of surfing in Taghazout have all helped to boost the region's appeal.

A more diverse offering, particularly around wellness and ecotourism, has also driven the increase in visitor numbers.

Fez and Tangier: heritage and modernity

Fez, meanwhile, continues to win over lovers of heritage and authenticity. As for Tangier, it embodies a modern Morocco looking towards Europe and innovation. Improved sea and air links played a major part in their success in 2025.

An ambitious national strategy: the real engine behind the tourism record

This tourism record did not happen by chance. It is the result of an ambitious national strategy rolled out over several years.

Stronger air links

The launch of new direct routes to North America, Eastern Europe and the Middle East played a key role. Airlines increased their frequencies, making the Kingdom easier to reach.

More available seats logically means more visitors. And that immediately translated into an increase in visitor numbers.

Targeted international promotion

Digital campaigns were stepped up in priority markets. Social media, travel influencers and strategic partnerships made it possible to reach a younger, more connected audience.

Morocco no longer markets itself solely as an exotic destination. It now positions itself as a complete destination: culture, food, sport, nature, luxury and adventure.

Major investment in infrastructure

Hotels, roads, stations, airports… Public and private investment has modernised the tourism ecosystem. New upmarket properties opened their doors in 2025, strengthening the premium offering.

This step up in quality has attracted higher-spending clientele. The result: a sharp rise in revenue.

A successful diversification of the tourism offering

Another key factor behind the tourism record: diversification.

Morocco no longer relies solely on seaside or cultural tourism. In 2025, several segments grew significantly:

• Rural and eco-tourism
• Sports tourism (surfing, hiking, golf)
• Business and events tourism
• Medical and wellness tourism

This diversification helps reduce seasonality. Visitors no longer come only in summer. They arrive all year round, which stabilises activity and supports a lasting increase in visitor numbers.

Economic impact: a driver of national growth

The 2025 tourism record is about more than figures. It has a direct impact on the economy.

The sector now accounts for almost 8% of national GDP. It generates hundreds of thousands of direct and indirect jobs. Hotels, restaurants, transport, crafts… An entire value chain benefits from this momentum.

At the same time, foreign currency earnings strengthen the country's balance of payments. This contributes to overall economic stability.

More sustainable, more responsible tourism

Growth alone is not enough, however. In 2025, Morocco also placed the emphasis on sustainability.

Many establishments have adopted environmentally friendly practices: reduced water consumption, waste management, use of renewable energy. Local initiatives are multiplying to protect the medinas, the coastline and natural areas.

The tourism record is therefore not being achieved at the expense of the environment. On the contrary, it comes with genuine long-term thinking.

The challenges ahead despite rising visitor numbers

Of course, not everything is perfect. This increase in visitor numbers also brings challenges.

Managing flows in certain cities, the pressure on infrastructure and staff training all remain significant issues. Continued investment and intelligent planning will be needed to maintain the quality of the experience.

Rest assured, though: Morocco looks well prepared to meet these challenges.

Outlook for the years ahead

While 2025 marked an all-time tourism high, the ambitions do not stop there.

The authorities are now aiming for 22 million visitors in the coming years. Hosting major international events and sustained investment should support that trajectory.

In short, Morocco has no intention of easing off. And frankly, when you look at the country's cultural wealth, the variety of its landscapes and the warmth of its people, it is easy to see why visitors come back… and back again.

Conclusion: a well-deserved tourism record, full of promise

2025 marks a major milestone in the history of Moroccan tourism. Thanks to a coherent strategy, upgraded infrastructure and clever diversification of the offering, the Kingdom has reached an unprecedented level.

This tourism record and this increase in visitor numbers demonstrate the strength of the sector. They also confirm that Morocco remains one of the most appealing and inspiring destinations around right now.

So if almost 20 million visitors chose Morocco in 2025, it is surely no accident. And if you are not yet one of them… perhaps it is time to book your ticket.