Morocco is no longer selling only Marrakech and the imperial cities. The country is putting more money into beaches, mountains, wellness, culture and nature as it tries to attract more tourists all year round.
French magazine Paris Match says Morocco has entered a new stage in its tourism strategy, with better transport, more hotels and new destinations adding to its traditional attractions.
Rabat, the Atlas Mountains and the Atlantic coast are among the areas seeing the biggest growth. New luxury hotels, wellness resorts and outdoor experiences are opening, while projects are focusing on local culture, heritage and open spaces.
The report says Morocco is also investing in roads, airports and flight connections to make travel easier. Restored cultural sites and new hotels are part of a wider plan to modernise the tourism sector.
From the Atlas Mountains and Atlantic coast to ancient medinas, valleys, oases and the Sahara Desert, the country now offers a wider choice of experiences for visitors throughout the year.
The tourism push is backed by a national roadmap for 2023-2026 with a budget of 6.1 billion MAD. The money supports airline partnerships, regional tourism projects and hotel upgrades.
Tourist arrivals reached a record 17.4 million in 2024, hitting the country’s original 2026 target two years early. Another 9.4 million visitors arrived during the first half of 2026.
Tourism brought in more than 112 billion MAD in 2024. Travel receipts reached 53.8 billion MAD in the first five months of 2026.
Growth is also spreading across the country. Overnight stays in classified tourist accommodation increased by 24% in Ouarzazate, 18% in Rabat, 13% in Agadir and 12% in Casablanca.
The 2030 FIFA World Cup, which Morocco will host with Spain and Portugal, is expected to boost the sector further. The long-term goal is to attract between 26 million and 35 million international visitors a year by 2030.
France remains the biggest foreign tourism market for Morocco, accounting for 25% to 30% of international visitors. Arrivals from France rose by 9% in early 2026.
Dozens of direct flights every day link Paris, Lyon, Marseille, Bordeaux and Nantes with Moroccan cities. French travellers are among the biggest users of the country’s wellness resorts, golf courses, Atlas trekking routes and Atlantic beach destinations.
