Morocco is gaining renewed attention among American travel professionals. During its annual conference held from December 1 to 5 in Maryland, the United States Tour Operators Association (USTOA) shared its outlook on global travel trends for 2026, based on a survey conducted among its member tour operators.
The findings highlight a clear distinction between established favorites and destinations seen as the next wave of discovery. While classic locations continue to dominate bookings, Morocco now stands out as one of the most promising alternatives for U.S. travelers seeking new experiences.
From Established Favorites to Emerging Choices
According to USTOA members, domestic travel in the United States will remain strong in 2026. Hawaii leads the rankings, followed by U.S. national parks, Alaska, California, and New York.
Internationally, traditional European and Asian destinations still attract strong demand. Italy tops the list, ahead of France, Japan, Portugal, and Greece.
However, USTOA also published a separate ranking focused on less conventional destinations. This is where Morocco’s position becomes particularly significant.
Morocco Among the Top “Off-the-Beaten-Path” Destinations
In the category of destinations considered outside traditional tourist circuits, Morocco ranked second, just behind Portugal. The list also includes Croatia and Colombia, while Malta, Vietnam, and Ireland share the fifth position.
This ranking reflects a growing appetite among American travelers for destinations that combine authenticity, culture, and variety. Morocco’s appeal lies in its ability to offer diverse experiences within a single trip, from historic medinas and desert landscapes to Atlantic and Mediterranean coastlines.
For Moroccan tourism stakeholders, this recognition confirms a strategic opportunity. As U.S. tour operators look beyond established circuits, Morocco increasingly positions itself as a compelling destination for American travelers seeking discovery rather than repetition.
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