Tourism Targets Reached Years Early
Jadri explained that Morocco had originally set a target of attracting 17.5 million tourists by the end of 2026. However, this goal was effectively reached by the end of 2024, two years ahead of projections. This aligns with broader growth trends highlighted in recent analyses, such as the surge in winter and New Year bookings in key destinations like Marrakech and Merzouga.
The next national milestone—26 million visitors by 2030—is now “closer than ever,” Jedri emphasized. With Morocco recording over 15 million visitors in the first nine months of the year, projections for the end of 2025 range between 17 and 18 million. These figures strengthen Morocco’s rise as an international tourism leader, something also reinforced in the Kingdom’s evolving roadmap toward 18 million annual visitors.
Year-End Boost: Holidays and AFCON 2025
Jadri expects an additional spike in arrivals toward the end of the year, driven by October holidays, Christmas and New Year 2026 travel, and Morocco’s hosting of AFCON 2025, which brings together teams and supporters from African nations. These events are poised to significantly reinforce tourism growth and visitor spending.
Revenues Surging Beyond 130 Billion Dirhams
On the financial side, Morocco generated approximately 115 billion dirhams in tourism revenues last year. Jadri predicts that this year’s revenues will surpass 130 billion dirhams, reflecting not only increased arrivals but also strong diversification of travel markets. This momentum builds on consistent performance trends showcased in earlier reports, including Morocco’s strong appeal among French travelers and the global enthusiasm behind the 15 million visitor milestone.
Challenges Ahead: Overnight Stays, Repeat Visits and Spending
Despite remarkable progress, Jadri notes that several structural challenges remain. Among them are the relatively short duration of overnight stays, the need to encourage repeat visits, and the goal of increasing average tourist spending within the country. Addressing these issues will be essential to unlocking Morocco’s full potential.
Momentum Toward the 2030 World Cup
Jadri concludes that Moroccan tourism is experiencing a “genuine and sustained revival” that creates both wealth and employment. The Kingdom’s preparation for co-hosting the 2030 FIFA World Cup will continue to boost global visibility, strengthen investor confidence, and enhance the quality of the national tourism offer. Based on current dynamics, he believes the objective of 26 million visitors could be achieved a year or two before 2030.
Source: 2M.ma
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