Domestic tourism continues to anchor Morocco’s travel economy. In 2024, national travelers accounted for 30% of total overnight stays, making internal tourism the country’s leading source market in terms of hotel nights.
Yet, the figure is seen as only a starting point.
ONMT Launches Strategic Study to Unlock Untapped Potential
The Office National Marocain du Tourisme has launched an international open tender to conduct a comprehensive study on domestic tourism potential. The objective is clear: determine which tourism products can further stimulate internal demand and increase the share of domestic overnight stays in classified hotel establishments (EHTC).
The selected service provider will have 180 days to complete the mission, with a budget set at 2.5 million dirhams. The study will follow four structured phases: qualitative research, quantitative analysis, market segmentation, and identification of required investments.
The opening of bids is scheduled for March 26, 2026.
Domestic Tourism at the Core of the 2023–2026 Roadmap
Internal tourism gained renewed importance during the pandemic, which exposed both vulnerabilities and hidden potential within the sector. Authorities now view the current 30% market share as expandable, particularly through improved product structuring and targeted investment.
Domestic tourism forms a key pillar of Morocco’s 2023–2026 tourism roadmap. The strategy emphasizes diversification of offerings, regional balance, and year-round travel stimulation.
As Morocco advances toward 2030, strengthening internal demand will be critical. A more robust domestic tourism base provides resilience, supports regional economies, and complements international visitor growth.
source: Lavieeco
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