Morocco rises as a leading tourism destination in Africa

According to the 2024-2025 Country Brand Ranking/Tourism Edition by Spanish consultancy Bloom Consulting, Morocco has overtaken South Africa for the first time, trailing only Egypt in the African tourism hierarchy.

The ranking assessed African destinations based on several key criteria, including tourism revenue, performance of official websites, social media presence, and online search volume.

Morocco stood out particularly for its enhanced engagement on social platforms and improved digital visibility, significantly boosting its appeal as a global destination.

Tourism Landscape Shifts Amid Competition

This achievement for Morocco comes amid a broader reshaping of the African tourism landscape, with 20 of the top 35 destinations improving their positions.

Notable shifts included São Tomé and Príncipe climbing six places, while Côte d’Ivoire made an impressive leap of eleven spots, driven by the momentum from hosting the 2024 Africa Cup of Nations.

Morocco’s rise in the rankings also highlights its resilience in the face of recent challenges.

A magnitude 6.8 earthquake struck central Morocco in September 2023, resulting in significant human and material losses.

However, this tragedy did not dampen the country’s tourism appeal, a testament to its robust recovery efforts.

The nation’s ability to bounce back from such adversity is seen as a crucial factor for the future of Moroccan tourism, and it will be closely monitored in upcoming editions of the ranking.

South Africa Slips as Morocco Gains Ground

Meanwhile, South Africa, once a dominant force in African tourism, has slipped to third place. This shift underscores the evolving dynamics of the sector on the continent, as destinations vie for a competitive edge in a rapidly changing environment.

The rise of Morocco and the decline of South Africa reflect the increasing competition and the importance of digital strategies in enhancing a country’s tourism brand.

Bloom Consulting’s report provides valuable insights into the current trends in African tourism and underscores the growing importance of digital engagement in attracting visitors.

It highlights the efforts by African nations to improve their tourism offerings and bolster their international image, showcasing the continent’s diverse and dynamic travel landscape.

As Morocco continues to enhance its digital presence and capitalize on its unique cultural and natural attractions, the nation’s tourism sector is set to flourish, cementing its position as a leading destination in Africa and beyond.