Morocco’s ambitious plans to join the top ten tourist destinations by 2030 with strong support from France, Spain, the United Kingdom, Italy and Germany in the World Travel Market 2025

Posted on November 5, 2025

Morocco’s goal to become one of the world’s top ten tourist destinations by 2030 is not just a dream – it is a well-organized national strategy supported by strong European partnerships. At the London World Travel Market 2025, Morocco unveiled its ambitious tourism roadmap, with support from key allies including France, Spain, the United Kingdom, Italy and Germany. These countries have become not only major source markets, but also strategic collaborators in investment, marketing and sustainable tourism development. With tourist numbers already breaking records and large-scale infrastructure projects underway, Morocco’s vision to raise its global profile reflects confidence and commitment. The country’s upcoming role as co-host of the 2030 FIFA World Cup increases its determination to transform into a world-class tourism powerhouse.

Morocco places itself among the top 10 global tourist destinations by 2030, driven by bold ambitions and great momentum. This goal is in line with the country’s role as co-host of the 2026 FIFA World Cup, alongside Spain and Portugal, providing an unprecedented opportunity to raise the level of global tourism to Morocco.

In 2024, Morocco achieved a historic achievement by receiving 17.4 million international visitors, an increase of 20% over the previous year. This increase exceeded the number of arrivals to Egypt, which amounted to 15.78 million, which represents the highest growth in the history of Morocco. The upward trend continued until 2025, with 13.54 million visitors recorded by July, reflecting a 15% increase compared to the same period the previous year. The country’s main markets remain France, Spain, the UK, Italy and Germany, with the UK showing particularly strong growth. Arrivals from the UK rose by 25% by August 2025, and the number of weekly flights between regional airports and Morocco almost doubled. Currently, there are 14 regional airports providing direct flights to various Moroccan cities, making it more accessible than ever before. The major airline will also launch a new route in November, further expanding connectivity to Morocco.

To break into the top 10 global tourist destinations, Morocco will need to exceed 36 million international visitors. This is the number that Greece will reach in 2024, ranking tenth in the world. Reaching this goal will represent a major leap for Morocco, underscoring its growing appeal as a must-visit destination.

In preparation for the World Cup, Morocco is investing heavily in infrastructure, laying the foundation for the future of tourism in the country. Among the most important projects are the expansion of airports, the construction of new highways, and the development of the high-speed railway line that will connect Kenitra to Marrakesh via Casablanca, significantly reducing travel time. This railway line will make it easier for tourists to explore multiple cities in Morocco, contributing to the overall tourism experience. In addition to transportation, Morocco is witnessing a boom in luxury hotel investments. In 2024, upscale hotels such as the Four Seasons Hotel Rabat at Qasr El Bahr, Park Hyatt Marrakesh, and The Ritz-Carlton Rabat Dar Es Salaam opened their doors. Looking to the future, several luxury hotels are scheduled to open between 2025 and 2026, including the Waldorf Astoria Rabat-Salé, LXR Casablanca, Hilton Rabat, and Curio Collection Rabat-Salé. These new hotels will provide high-quality accommodation that meets the growing demand from international tourists.

The government and the Moroccan Tourism Office are using the World Cup as a starting point to enhance the overall visitor experience. The aim is to raise hospitality standards in Morocco, ensuring that the country’s offerings are on par with those offered by European host countries. In addition to the World Cup, Morocco will host the Africa Cup of Nations in December and an important global tourism summit in 2026, strengthening its position in the adventure tourism sector. These events will not only enhance Morocco’s tourism visibility, but will also enhance its attractiveness as a destination for sports tourism and cultural experiences.

Morocco is also developing a comprehensive promotional strategy for 2026, with a focus on influencer marketing to showcase the country’s diverse offerings. This new marketing approach highlights the country’s wide range of landscapes, from its majestic mountains and vast deserts to its pristine coastlines and vibrant local festivals. The country is positioning itself as a year-round destination, where visitors can enjoy a variety of experiences. Morocco also benefits from a thriving golf tourism sector, with 45 golf courses set against some of the most stunning natural backdrops in the world. These courses, which extend from coastal areas to inland areas, are expected to attract golf enthusiasts from all over the world, adding to the diverse tourism offerings that Morocco offers.

Despite the rapid pace of development, Morocco is committed to maintaining a balance between growth and sustainability. The country focuses on ensuring local communities benefit from tourism, with an emphasis on preserving the environment and cultural heritage. Tourism helps uplift rural areas by improving access to remote areas through new infrastructure projects. This expansion creates job opportunities and promotes economic development in communities that have traditionally been less connected to the tourism sector. The development of traditional kasbahs and other cultural monuments also helps provide employment opportunities for local people, ensuring that tourism growth benefits all segments of the population. In addition, women’s cooperatives that produce local products such as argan oil, rose and saffron are supported, ensuring that the economic benefits of tourism are mainstreamed throughout the community.

The Moroccan Tourism Office has placed great emphasis on international tourism exhibitions as an essential part of its promotional efforts. Events such as WTM London 2025 are crucial to Morocco’s strategy to showcase the country’s unique offerings to the global market. At the World Travel Market in London, the Morocco Pavilion will be expanded to include cooking demonstrations, demonstrations by local artisans, and displays of traditional clothing, such as the caftan. These exhibitions are important platforms for Morocco to build relationships with travel industry professionals and communicate directly with potential visitors, helping to position the country as a premier destination for leisure and business tourism.

Morocco is determined to join the world’s top ten tourist destinations by 2030, driven by record growth in the number of visitors, major infrastructure projects, and strong support from France, Spain, the United Kingdom, Italy and Germany showcased at the World Travel Market London 2025.

Morocco’s tourism strategy focuses on leveraging its rich cultural heritage, stunning landscapes and vibrant local traditions to attract more visitors from around the world. By combining infrastructure development with a strong marketing strategy, the country is on track to become a leading global tourism destination. As Morocco continues to build on its strengths and invest in sustainable growth, it is well positioned to achieve its ambitious goals and secure a place among the world’s top 10 tourist destinations by 2030.