Morocco has set its sights on joining the world’s top ten tourist destinations by 2030, officials announced ahead of the World Tourism Market (WTM) in London.
Meryem Bennouna, director for the United Kingdom, Ireland and Nordic countries at the Moroccan National Tourist Office (ONMT), outlined the Kingdom’s ambitious plan during a presentation to industry leaders.
“Morocco is already Africa’s leading destination, far ahead of Egypt,” Bennouna said, highlighting the country’s rapid growth in international arrivals. She added that Morocco now aims “to join the world’s top 10 destinations.”
In 2024, Morocco welcomed 17.4 million international visitors, a 20% increase on the previous year, compared with Egypt’s 15.78 million.
By the end of July 2025, 11.6 million tourists had already arrived, driven largely by visitors from the United Kingdom, France, Spain, Italy, and Germany.
The United Kingdom represents a strategic market for Morocco. Weekly flights have nearly doubled over the past year, and British Airways is set to launch a direct Gatwick–Rabat route in November.
Analysts say that to enter the global top 10, Morocco will need to exceed 36 million international arrivals, roughly matching Greece’s 2024 figures.
This ambition is underpinned by a vast infrastructure programme.
Airports are being expanded, new highways constructed, and the high-speed rail line extended to Marrakech. Hotel developments are also underway, with luxury properties and international brands joining the market.
Morocco’s tourism strategy focuses on both experience and sustainability.
Ahead of the 2030 World Cup, which Morocco will co-host with Spain and Portugal, a special committee is reviewing visitor services, hotel classifications, and transport standards. The 2025 Africa Cup of Nations and the 2026 GX Summit are also expected to boost Morocco’s international profile.
Bennouna emphasized that growth will not come at the expense of local communities. “We don’t want mass tourism. Each project connects local communities to development, supporting cooperatives and women’s employment,” she said.
The ONMT also plans to highlight Morocco’s diverse landscapes—from deserts and beaches to mountains—while collaborating with content creators to promote the country’s unique experiences worldwide.
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