The Moroccan National Tourism Office (ONMT) has wrapped up a record-breaking 2024, setting the stage for an even more ambitious 2025. With the upcoming 2025 Africa Cup of Nations (AFCON) serving as a centerpiece, the ONMT is doubling down on efforts to position Morocco as a must-visit destination on the global map.
2024: A year of remarkable growth
2024 was a banner year for Moroccan tourism, welcoming over 15.87 million visitors and generating revenues of 96.9 billion dirhams by October. This represents an impressive 19% growth—far surpassing the global average of 12%. Such achievements have reinforced tourism’s role as a critical pillar of Morocco’s economy and a top source of foreign currency.
These milestones were no accident. Behind them lies the synergy between public and private sectors, a well-executed strategy, and the successful implementation of the “Light in Action” plan. This action plan has not only surpassed expectations but also laid a robust foundation for the ambitious targets set for 2025.
Driving success: The “Light in Action” strategy
The ONMT’s multi-pronged “Light in Action” initiative has been a game-changer, focusing on innovative digital campaigns that highlight Morocco’s diverse regions.
One of its most significant accomplishments in 2024 was boosting air connectivity. The country added 120 new routes, increasing the total to 705 air links and expanding access to 25 markets, six more than the previous year. This resulted in a staggering 11.1 million available airline seats, a 25% jump compared to 2023.
Collaborations with travel agencies and digital platforms were equally pivotal, bringing in 5 million tourists—63% of total international arrivals.
2025: Bigger dreams, bolder goals
As Morocco enters 2025, the ONMT is aiming even higher. Two major promotional campaigns—“Morocco, Land of Lights” and “Netlaqaw Fbladna”—are set to target international and domestic travelers, respectively. At the same time, the VisitMorocco portal will undergo a complete overhaul to cater to a more connected global audience.
On the transportation front, the ONMT plans to increase air capacity to 13.3 million seats, forging new routes to key markets like the United States, Canada, and Eastern Europe. The goal is to attract 2.5 million additional tourists, achieving a 25% growth in arrivals and boosting overnight stays by 20% to 9.23 million.
AFCON 2025: A golden opportunity
The 2025 Africa Cup of Nations presents Morocco with a unique chance to showcase its organizational expertise and state-of-the-art infrastructure. The ONMT is designing a dedicated campaign to leverage this high-profile event, spotlighting the nation’s rich cultural heritage, breathtaking landscapes, and world-renowned hospitality.
Morocco’s strategic foresight and unrelenting ambition are cementing its reputation as a premier global destination. With an eye on 2025 and beyond, the kingdom continues to push boundaries, proving that the best is yet to come.
This is just the beginning of Morocco’s ascent in the global tourism arena. With the right strategies and partnerships, the kingdom is set to dazzle the world once again.
