The Kingdom of Morocco welcomed approximately 19.8 million visitors in 2025, marking the highest number of tourists ever recorded by the country. The figure represents a year-on-year increase of 14% compared with 2024 and brings the North African destination to the threshold of what the government has described as the “symbolic milestone” of 20 million tourists.
The announcement was made in January by Fatim-Zahra Ammor, Morocco’s Minister of Tourism, Handicraft, and Social and Solidarity Economy, who highlighted the result as a historic achievement for the national tourism sector. According to the minister, the record performance reflects a profound transformation of Morocco’s tourism model, driven by the long-term vision of King Mohammed VI and implemented through the government’s Tourism Roadmap for the period 2023–2026.
Four key pillars
At the heart of this strategy are four key pillars. The first is a shift towards experience-driven tourism, aimed at offering visitors more immersive and authentic travel experiences that go beyond traditional sightseeing.
This approach seeks to capitalise on Morocco’s cultural heritage, natural landscapes and regional diversity, while responding to changing expectations among international travellers.
The second pillar focuses on strengthening air connectivity and promotion, improving access to the country through expanded flight networks and increased international visibility. Enhanced connectivity has been identified as a crucial factor in sustaining growth, particularly from European and long-haul markets.
A third component of the roadmap is the stimulation of investment across the tourism value chain. This includes expanding and upgrading accommodation capacity, as well as investing in leisure and entertainment infrastructure.
Specific programmes such as Go Siyaha and Cap Hospitality are designed to support innovation, improve quality standards and encourage private-sector participation throughout the kingdom.
The fourth pillar centres on setting new benchmarks for hospitality and service quality. By raising standards in customer service and professional training, the government aims to strengthen Morocco’s competitiveness and ensure a consistent visitor experience across destinations.
Beyond the headline visitor numbers, 2025 also proved to be a strong year for Morocco’s international reputation. The country was named Destination of the Year at the Travel Awards, following a vote by the Belgian travel industry, underlining its growing appeal in key European markets.
King Football
Looking ahead, Morocco has set an ambitious target of welcoming 26 million tourists annually by 2030. That year will be of particular significance, as the country is set to co-host the FIFA World Cup alongside Spain and Portugal.
The government views the tournament as a catalyst for further infrastructure development, global exposure and long-term tourism growth.
With visitor numbers at an all-time high and a clear strategic framework in place, Morocco is positioning itself as one of the world’s leading tourist destinations, while seeking to balance growth with quality, sustainability and economic impact.
Some tourism statistics
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- UN WORLD TOURISM BAROMETER | International tourism recovers pre-pandemic levels in 2024.
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- Intra-European travel mostly for fun and / or family.
- Europeans visit other European countries over 7 nights on average.