Tourism Roadmap 2026: Morocco’s Economic Rebound

Adapted from Hespress Economy Hespress – “Youssef Yakoubi Monday, September 2, 2024 – 13:00

Convinced of Morocco’s unique appeal as a destination and its ability to compete with the world’s top tourist spots, the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy has set an ambitious vision: to welcome 26 million tourists by 2030. As the first step toward this vision, the 2023-2026 roadmap was launched.

Tourism Roadmap 2026

To achieve these ambitious goals, this roadmap has reimagined the tourism offer by focusing on the customer experience, structuring it around nine thematic areas corresponding to the most in-demand tourism products, and five cross-cutting areas to enhance Morocco’s intangible heritage.

Tourism Roadmap 2023-2026

To ensure success, the roadmap targets six key competitiveness levers necessary for achieving these objectives:

  • Strengthening air capacity and increasing point-to-point domestic and international connections.
  • Enhancing promotion and distribution efforts and developing strategic partnerships with major global tour operators and travel agencies.
  • Stimulating investment in entertainment and tourist attractions.
  • Consolidating the hotel offer by upgrading the existing hotel infrastructure and creating new capacities.
  • Strengthening human capital to improve service quality and boost tourist return rates.
  • Reinforcing the Tourism Observatory to make it an efficient management tool.

Positive Outlook for Morocco’s Tourism Sector in 2024

Since the start of 2024, Morocco’s tourism sector has been showing signs of exceptional growth, indicating a strong economic rebound post-pandemic. According to industry professionals, the country is on track to achieve a record year in terms of performance indicators and overall tourist numbers, surpassing pre-pandemic levels.

Contribution to GDP Set to Rise by Year-End

The tourism sector is expected to play a key role in Morocco’s GDP during the remaining months of 2024, particularly as popular destinations peak in the fall and at the end of the year.

Official Figures Confirm Growth in Tourism

Official data from the Directorate of Studies and Financial Forecasts show a 15% increase in tourist arrivals by the end of July 2024, compared to the same period in the previous year, totaling 10 million tourists. In July alone, tourist numbers reached 2.6 million, marking a 20% growth.

Air Transport Sector Hits Record Numbers

The air transport sector, long called upon by tourism professionals to expand and diversify global connections, also recorded significant growth. The first seven months of 2024 saw a record 18.1 million passengers, an 18.5% increase from the previous year.

Positive Impact on Overnight Stays and Revenue

Increased tourist arrivals and growth in the air transport sector have positively impacted overnight stays, which rose by 8.4% by the end of June 2024, totaling 12.7 million stays. Additionally, tourism revenue surged in the second quarter of 2024, growing by 9.4%, reversing a previous decline and contributing to overall economic growth.


The First Fruits of the 2026 Tourism Roadmap

Collective Efforts Bearing Fruit

Hamid Ben Taher, President of the National Confederation of Tourism (CNT), highlighted the early successes of the 2026 Tourism Roadmap, a joint effort between the Ministry, professionals, and stakeholders. He noted that Morocco’s tourism offerings are strong, as seen in the rise in tourist arrivals and classified overnight stays.

Expanding Direct Flight Routes and Diversifying Markets

Ben Taher emphasized the need to expand and diversify Morocco’s direct flight routes to new destinations, including Latin America, North America, and Asia, particularly India and China, to attract more tourists and sustain growth.

Accelerating the Roadmap’s Implementation

The Moroccan tourism sector has regained vitality, surpassing pre-pandemic levels. Ben Taher called for accelerating the implementation of the 2026 Roadmap to achieve its goals, citing increased occupancy rates and the expectation of record numbers of arrivals in the coming months.


A Promising Year, But Challenges Remain

Positive Developments with Caution

Lahcen Haddad, former Minister of Tourism and strategic expert, expressed optimism regarding the growth in tourist numbers but urged caution. He emphasized the importance of evaluating the economic impact of increased arrivals in terms of added value.

Importance of Customer Satisfaction

Haddad also stressed the need to ensure high levels of customer satisfaction across all aspects of the tourism experience, from restaurants to hotels, to encourage repeat visits and attract new tourists.

Strengthening Connections with Underdeveloped Markets

Haddad highlighted the importance of strengthening connections with underdeveloped tourism markets while maintaining gains in established markets. He predicted that 2024 will be an exceptional year for Morocco’s tourism sector, driven by the country’s reputation, stability, and unique attractions.

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