Morocco has officially claimed the title of Africa’s leading tourist destination, a success largely attributed to an ambitious roadmap for 2023-2026. Driven by a visionary royal directive and executed by the government, this strategy is reshaping the country’s tourism sector with a focus on innovation, competitiveness, and a comprehensive, forward-thinking approach.
During a recent address to the House of Representatives, Prime Minister Aziz Akhannouch praised the collective efforts of both public and private stakeholders in implementing this dynamic plan. Backed by a substantial budget of 6 billion dirhams, the initiative aims to position Morocco as a global tourism hub. The strategy outlines nine distinct tourism themes, supported by key pillars such as enhanced air connectivity, digital promotion, diverse cultural experiences, and the revitalization of hospitality infrastructure.
Air travel: A game-changing strategy
A major driver behind Morocco’s tourism boom is its unprecedented expansion in air travel connectivity. In 2024 alone, an additional 3.5 million airline seats were introduced—marking a 20% increase in overall capacity. Strategic collaborations between the Moroccan National Tourist Office (ONMT) and Royal Air Maroc have led to the launch of 24 new international routes and 11 domestic connections. As a result, previously less-accessible destinations like Ouarzazate, Essaouira, and Errachidia are now within easy reach, boosting both local and international travel.
Innovation and cultural influence
The global campaign “Morocco, Land of Light” has been a key factor in cementing the country’s international appeal. Displayed on major digital platforms and billboards across global capitals, the campaign showcases Morocco’s rich cultural heritage. Simultaneously, the “Ntla9awfbladna” initiative encourages Moroccans to explore their own country, highlighting its diverse attractions. These initiatives, coupled with strategic partnerships with leading international travel agencies, have resulted in a record-breaking influx of over 2 million tourists in 2024—an impressive 38% increase compared to the previous year.
Morocco’s commitment to modernization goes beyond infrastructure and cultural promotion. The 2023-2026 roadmap emphasizes digital transformation, the empowerment of small and medium enterprises (SMEs), and the expansion of accommodation options to enhance visitor experiences. Between 2022 and 2024, a staggering 386,000 e-visas were issued, reflecting Morocco’s efforts to simplify travel and attract a wider audience.
A promising future ahead
Prime Minister Akhannouch also highlighted the impact of Morocco’s outstanding performance at the 2022 FIFA World Cup in Qatar, which significantly boosted the nation’s global image. This newfound exposure has positioned Morocco as a welcoming and diverse destination, further strengthening its reputation on the world tourism stage.
With a clear vision and concrete results, Morocco continues to redefine its tourism landscape. Rather than simply meeting growing demand, the country is innovating its offerings—blending authenticity with modernity to captivate millions of travelers worldwide.
