Morocco’s tourism office has launched a new campaign, “Let’s Meet in Our Country”, to encourage people to travel inside the country this spring. It includes online tools and a wide media push.
In an interview, Ashraf Faida, head of the tourism office, said local travel is very important for the sector.
“Domestic tourism represents a key pillar of the national tourism ecosystem,” he said. “In 2025, more than 12.1 million overnight stays were recorded, around 28% of total tourist nights in the kingdom.”
He said the most popular places for Moroccan travellers are Marrakech, Agadir, and the north, with August alone making up about 40% of trips.
Travel habits are also changing. Overnight stays rose by 4% in January 2026, with sharp increases in Ifrane, El Jadida, and Casablanca.
“The accommodation sector is witnessing notable developments,” Faida said. “Rated 3- and 4-star hotels maintain their position, while alternative accommodation options are gaining popularity.”
He added that more people now prefer nature trips and new destinations, such as Dakhla and Laayoune.
“The key is diversifying destinations and accommodation types,” he said, adding that eco-tourism is a growing focus.
The aim is to get people travelling all year, not just during holidays.
“The bet is no longer just filling hotels during holidays, but creating a consumption pattern that encourages Moroccans to explore all year round,” Faida said.
Big cities like Marrakech and Agadir are still popular, but smaller places like Ifrane and El Jadida are attracting more visitors, especially for short trips.
In 2025, local travellers made up 28% of all overnight stays. August remains the busiest month.
More travellers are choosing experiences over hotels. Guesthouses, mountain stays, and desert camps are becoming popular.
Places like Dakhla and Laayoune are now being promoted to locals, not just foreign tourists. Eco-friendly travel is also growing.
The campaign aims to spread tourism income more evenly across the country, including eastern regions and smaller cities.
It also targets young travellers who plan trips online. The goal is to improve service quality across Morocco.
Tourism revenue rose by 19.3% in January compared to last year. The sector now supports around 894,000 direct jobs.
Morocco welcomed nearly 20 million foreign tourists in 2025 and aims to reach 26 million by 2030.
New travel packages are being introduced, including nature trips, beach holidays, and activities like kitesurfing and hiking.
More flights and hotel upgrades are also planned to make travel easier and more affordable.
Prices remain high during peak seasons. Officials say they are working on more off-season offers and cheaper accommodation.
“Our national campaign is part of a strategic vision to make domestic tourism a driver for regional balance, economic resilience, and high-quality travel experiences across Morocco,” Faida said.
