Visitors from France, Spain, the UK, Italy, and the US played a major role in Morocco’s record-breaking tourism growth in 2024. With over seventeen million international arrivals—a twenty percent increase from the previous year—the country generated over ten billion USD in tourism revenue. France led the way with over one million visitors, followed by Spain, the UK, Italy, and the US. The surge was fueled by strong foreign investment, strategic tourism development, and Morocco’s rising appeal as a global travel destination.

Morocco Leads African Tourism with Record-Breaking Growth

Tourism in Morocco is thriving, making it the most-visited country in Africa. According to the latest UN Tourism data, the country welcomed 17.4 million international tourists in 2024—a 20% increase from the previous year. This surge has positioned Morocco as a key player in global tourism, with ambitious plans for the future.

The Minister of Tourism, Handicrafts, and Social and Solidarity Economy highlighted the sector’s strong performance and its bright outlook. With Morocco set to co-host the 2030 FIFA World Cup and the 2025 African Cup of Nations, tourism is expected to continue its upward trajectory.

Strong Investments Fuel Expansion

Foreign direct investment (FDI) has played a crucial role in Morocco’s tourism growth. Over the past five years, the country has averaged $3.5 billion annually in FDI across all sectors. Between 2014 and 2023, tourism alone attracted $2.2 billion in investment, with greenfield investments totaling $2.6 billion from 2015 to 2024.

To further support investment, UN Tourism launched the “Tourism Doing Business – Investing in Morocco” guidelines in Rabat. This initiative highlights opportunities for international investors and details key trends, including Morocco’s rapidly growing innovation ecosystem.

Driving Innovation in Tourism

Innovation is also shaping Morocco’s tourism sector. In Rabat, UN Tourism gathered private sector leaders, entrepreneurs, and small-business owners to discuss the digital transformation of the industry. In a keynote speech, UN Tourism’s Executive Director emphasized how Morocco’s stable economy and strategic policies have fueled growth, with the sector contributing 7.3% to GDP in 2023.

Since 2019, international arrivals have jumped by 35%, generating $10.5 billion in tourism revenue. The country continues to attract visitors from top source markets, including France, Spain, the UK, Italy, and the US. France led the way with 1.5 million tourists, followed by Spain, the UK with 482,000 visits, and Italy with 240,000.

With solid investments, global events on the horizon, and a focus on innovation, Morocco’s tourism sector is set for even greater success in the years ahead.

Morocco City Guide: Explore the Best of the Kingdom

Morocco is a country of vibrant cities, rich history, and diverse landscapes. From the bustling souks of Marrakech to the coastal charm of Essaouira, each city offers a unique experience. Whether you’re drawn to ancient medinas, breathtaking mountain views, or modern city life, this guide will help you navigate Morocco’s most captivating destinations.

Marrakech – The Red City

Why Visit?

Marrakech is Morocco’s most famous city, known for its lively souks, historic palaces, and luxurious riads. It blends tradition with modernity, offering an unforgettable sensory experience.

Top Attractions:

• Jemaa el-Fnaa – The heart of the city, filled with street performers, food stalls, and vibrant energy.
• Koutoubia Mosque – A stunning 12th-century mosque with a towering minaret.
• Bahia Palace – A masterpiece of Moroccan architecture with intricate tilework and courtyards.
• Majorelle Garden & YSL Museum – A serene garden oasis designed by French painter Jacques Majorelle and later restored by Yves Saint Laurent.
• Saadian Tombs – Ornate royal tombs dating back to the 16th century.

Best Experiences:

• Stay in a traditional riad inside the medina.
• Visit a hammam for an authentic Moroccan spa experience.
• Take a day trip to the Ourika Valley in the Atlas Mountains.

Fes – The Cultural Capital

Why Visit?

Fes is Morocco’s spiritual and cultural heart, home to the world’s oldest university and one of the best-preserved medieval cities.

Top Attractions:

• Fes el-Bali – A UNESCO-listed medina with over 9,000 winding streets.
• Al Quaraouiyine University – The oldest university in the world, dating back to 859 AD.
• Chouara Tannery – A famous leather-dyeing site offering colorful views.
• Bou Inania Madrasa – A beautifully decorated Islamic school.
• Royal Palace Gates – Stunning golden gates outside the King’s palace.

Best Experiences:

• Get lost in the maze-like medina.
• Try a pastilla, a traditional sweet and savory pie.
• Visit the artisan quarters to see handcrafted pottery and carpets.

Chefchaouen – The Blue Pearl

Why Visit?

Nestled in the Rif Mountains, Chefchaouen is famous for its blue-painted streets, laid-back vibe, and breathtaking views.

Top Attractions:

• The Medina – A maze of blue-washed alleys perfect for photography.
• Ras El Maa Waterfall – A small waterfall just outside the medina.
• Spanish Mosque – Hike up for panoramic views of the city.
• Kasbah Museum – A small museum showcasing the city’s history.

Best Experiences:

• Enjoy a traditional mint tea at a rooftop café.
• Explore the nearby Akchour Waterfalls for a nature escape.
• Shop for handmade woven blankets and crafts.

Casablanca – The Modern Hub

Why Visit?

As Morocco’s largest city and economic center, Casablanca blends modernity with traditional charm.

Top Attractions:

• Hassan II Mosque – The second-largest mosque in Africa, offering breathtaking ocean views.
• Corniche Ain Diab – A scenic beachfront promenade lined with cafés and restaurants.
• Rick’s Café – A tribute to the classic film Casablanca.
• Habous Quarter – A historic area with a mix of French and Moroccan architecture.

Best Experiences:

• Enjoy a fresh seafood dinner at the port of Casablanca.
• Visit Morocco Mall, the largest shopping center in Africa.
• Walk along the Corniche at sunset.

Rabat – The Capital City

Why Visit?

Rabat, Morocco’s capital, is a blend of history, politics, and coastal charm.

Top Attractions:

• Hassan Tower – An incomplete 12th-century minaret.
• Mausoleum of Mohammed V – A beautiful white marble tomb.
• Kasbah of the Udayas – A historic fortress with stunning ocean views.
• Rabat Medina – A quieter and more relaxed alternative to other Moroccan medinas.

Best Experiences:

• Walk along the Bouregreg River.
• Explore the Chellah ruins, an ancient Roman site.
• Enjoy a day at Plage des Nations, a popular beach.

Essaouira – The Coastal Gem

Why Visit?

A laid-back coastal city known for its windy beaches, seafood, and artistic vibe.

Top Attractions:

• Essaouira Medina – A UNESCO World Heritage Site with whitewashed walls.
• Skala de la Ville – Old seafront fortifications offering great views.
• Essaouira Beach – Perfect for windsurfing and kitesurfing.

Best Experiences:

• Try fresh grilled seafood at the harbor.
• Visit during the Gnaoua Music Festival.
• Take a camel or horseback ride along the beach.

Merzouga – The Desert Escape

Why Visit?

Merzouga is the gateway to the Sahara Desert, offering an unforgettable experience of Morocco’s golden dunes.

Top Attractions:

• Erg Chebbi Dunes – Towering sand dunes perfect for camel treks.
• Lake Dayet Srij – A seasonal lake that attracts flamingos.

Best Experiences:

• Take a camel trek into the desert at sunset.
• Stay in a luxury desert camp under the stars.
• Try sandboarding down the dunes.

Travel Tips for Morocco

Currency: Moroccan Dirham (MAD)
Best Time to Visit: Spring (March–May) and Fall (September–November) for pleasant weather.
Language: Arabic and Berber are official languages, but French is widely spoken.
Local Etiquette: Dress modestly, especially in rural areas. Greet with a handshake and right hand over the heart.
Bargaining: Negotiating prices in markets is expected. Start low and meet in the middle.
Transport: Trains connect major cities, while buses and shared taxis are great for smaller towns.

Final Thoughts

Morocco’s cities each tell a different story, from the blue streets of Chefchaouen to the golden dunes of Merzouga. Whether you’re drawn to history, adventure, or coastal charm, Morocco offers a diverse and unforgettable travel experience.

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