Morocco has set an ambitious new tourism target, aiming to welcome 26 million visitors by 2030. The Moroccan National Tourist Office, under the leadership of Tourism Minister Fatim-Zahra Ammor, approved its 2026 plan and budget during a board meeting on January 27. This strategy builds on years of progress and reflects the country’s determination to remain a top destination in the region.
The current roadmap follows a wave of reform that began in 2021, inspired by the vision of King Mohammed VI. According to the minister, the structural changes introduced since then have helped the sector advance toward a model that is not only sustainable but also inclusive and economically impactful for all regions of the country.
In 2025, Morocco reached a major milestone with nearly 20 million tourist arrivals. That figure marked a 14 percent increase compared to the previous year. Revenue from the sector grew even faster, hitting 124 billion dirhams by the end of November, which represented a 19 percent rise. Hotel stays also followed the same upward trend, increasing by 9 percent over the year.
This growth has been closely linked to the expansion of air travel. Total seat capacity surpassed 12 million, growing by 12 percent. This was fueled by new long-haul routes like the Atlanta to Marrakech connection and the launch of new domestic airline hubs across the country. The Tourist Office credits strong partnerships with international airlines as a major reason for this success.
To maintain this momentum, the ONMT is now focusing on modernizing its marketing efforts. The strategy includes greater use of digital tools, the gradual integration of artificial intelligence, and creative campaigns aimed at attracting new audiences while reinforcing ties with existing ones.
The broader goal is to firmly position Morocco among the most competitive tourist destinations in the region. At the same time, the agency wants to ensure that tourism growth benefits both urban and rural areas, creating opportunities and value across the entire country.
