Report

Morocco Tourism Market Analysis

The Morocco tourism market was valued at USD 2.33 billion in 2025 and estimated to grow from USD 2.48 billion in 2026 to reach USD 3.39 billion by 2031, at a CAGR of 6.47% during the forecast period (2026-2031). Strong international arrivals, expanding air connectivity, and targeted government incentives combine to keep the Morocco tourism market on a resilient growth path despite intensifying regional competition. Ongoing infrastructure developments, such as the USD 4.2 billion investment in airport expansions and the planned extension of the Al Boraq high-speed rail network, are strategically enhancing the geographic accessibility of travel destinations. These initiatives are anticipated to drive increased traveler dispersion across regions while promoting longer average durations of stay, thereby contributing to the overall growth of the travel and tourism market. Diversified source-market strategies, especially aggressive pursuit of U.K. and North American visitors, lessen over-dependence on France and Spain and cushion cyclical demand swings. Meanwhile, niche segments such as surf, golf, film-induced, and desert eco-tourism deepen visitor engagement, raise per-capita spend, and stretch the traditional season. Sustainability rules designed to cope with critical water stress raise project costs but also encourage operators to adopt innovative technologies that can enhance long-run competitiveness.

Morocco Tourism Market Trends and Insights



Rising Air Connectivity & Low-Cost Carrier Routes

Morocco's aviation policy increases route density and lowers fares, enabling the Morocco tourism market to tap mid-income European travellers previously priced out. Delta's direct Atlanta-Marrakech flight starting October 2025 opens a new North American corridor, shrinking reliance on multi-stop itineraries and improving travel convenience. Morocco's strategic investments in airport infrastructure, particularly the expansion of Casablanca's facilities to handle millions of passengers annually, have significantly enhanced the country's capacity to sustain growing tourist inflows. The liberalization of air travel has led to a reduction in average airfares on key European routes, thereby improving the accessibility of Morocco's tourism market to a broader audience. Furthermore, consistent growth in airline seat availability has enabled Morocco to secure a competitive share of North Africa's international arrivals, despite its relatively small geographic footprint within the region.

Tourism Vision 2030 Incentives

The national Vision 2030 framework offers multi-year tax holidays, streamlined permitting, and priority infrastructure funding to spur hotel pipelines and experiential offerings. In 2024, cities enhanced their port infrastructure to capitalize on the growing demand for cruise tourism. Simultaneously, the introduction of rebates ranging from 10% to 30% on eligible film production budgets incentivized foreign production spending, driving economic activity in the entertainment sector. Mandatory green building codes embedded in Vision 2030 ensure water-recycling and energy-efficient designs, protecting long-term resource availability. By coupling incentives with sustainability standards, Morocco positions itself as a year-round premium destination, fueling steady CAGR contributions to the Morocco tourism market.

Seasonality Causing Capacity Under-Utilization

The seasonal downsizing of staff within the hotel industry increases training expenses and creates barriers to career advancement, impacting workforce stability. Fixed overhead costs, which persist throughout the year, reduce return on investment (ROI) and pose challenges to securing financing for new developments in Morocco's tourism market. Desert camps, which experience counter-cyclical demand peaks during European winters, remain an underutilized opportunity due to insufficient marketing efforts. Government initiatives, such as cultural festivals and MICE (Meetings, Incentives, Conferences, and Exhibitions) events, provide some relief during off-peak periods. However, these measures have yet to achieve the scale necessary to stabilize the fluctuations in leisure tourism volumes effectively.

Other drivers and restraints analyzed in the detailed report include:

Surf, Golf & Desert Eco-Tourism DiversificationDigital Nomad Visa RolloutWater Stress & Sustainability Regulations

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

International arrivals held a 58.55% share of the Morocco tourism market in 2025 and are predicted to advance at an 8.19% CAGR, underpinned by 6.4 million annual airline seats linking France, Spain, the U.K., and rising North American gateways. Morocco's tourism market, primarily driven by international travellers, is projected to experience substantial growth in the coming years. The strategic expansion of Royal Air Maroc's fleet demonstrates a focused effort to enhance the nation's capacity for inbound tourism, aligning with long-term growth objectives. Additionally, the implementation of visa facilitation measures and biometric e-gates reflects a commitment to improving operational efficiency at entry points, thereby creating a seamless and positive experience for visitors upon arrival.

Domestic travel, which constitutes a notable portion of the market, is expanding at a slower pace due to constrained household purchasing power and persistent seasonality. However, the development of high-speed rail corridors is enhancing connectivity by reducing intercity travel times and creating more opportunities for short-term trips, particularly over weekends. In contrast, international tourists demonstrate significantly higher daily expenditure compared to local travellers, reinforcing their substantial contribution to overall tourism revenue. The growing presence of digital nomads, characterized by extended stays, is further driving up per-capita revenue. This trend is fostering demand for long-term apartment rentals and stimulating growth in local neighbourhood services. These evolving dynamics are collectively elevating the competitive landscape of Morocco's tourism market, setting higher benchmarks for market participants.

Morocco Tourism Industry is Segmented by Origin (Domestic and International), by Type (Accommodation Services and Travel Services), by Purpose (Leisure, Business, Visiting Friends & Relatives (VFR), Religious, Meetings-Incentives-Conferences-Exhibitions (MICE), Other Purposes). The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

Royal Air Maroc Accor SA Marriott International Inc. TUI Group Club Med Air Arabia Maroc Iberostar Group Hilton Worldwide Holdings Booking Holdings (Booking.com) Expedia Group Hyatt Hotels Corporation Tikida Group Four Seasons Hotels Ltd. Barcelo Hotel Group Ryanair DAC EasyJet plc ONMT (Moroccan National Tourism Office) Selman Hotels Tikida Group Kenzi Hotels Group Atlas Hospitality

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support