Morocco’s tourism industry has reached unprecedented heights, with the country welcoming 17.4 million international visitors in 2024—a 20% surge from the previous year. This milestone cements Morocco’s status as Africa’s most-visited nation and a dominant force in the global travel industry. As the UN Tourism Secretary-General Zurab Pololikashvili lauded Morocco’s efforts, the Kingdom’s investments, innovation, and political stability emerged as the driving forces behind its stellar growth.
Tourism’s Economic Impact: Numbers That Speak
Morocco’s tourism revenue skyrocketed to $10.5 billion in 2024, contributing a significant 7.3% to the nation’s GDP. Over the last decade, the country has attracted an average of $3.5 billion in foreign direct investment (FDI) annually, with the tourism sector alone accounting for $2.2 billion between 2014 and 2023. Greenfield investments further accelerated the industry’s growth, injecting $2.6 billion from 2015 to 2024.
Investment Guidelines and Opportunities
To sustain this momentum, UN Tourism launched the “Tourism Doing Business – Investing in Morocco” guidelines during an official visit to Rabat. The publication highlights Morocco’s booming innovation ecosystem, investment trends, and opportunities for both national and international investors. With strategic reforms aimed at unlocking private investments, Morocco’s tourism industry is set for transformative growth.
Innovations Fueling Morocco’s Tourism Sector
Innovation has become the cornerstone of Morocco’s tourism success. During a keynote speech, UN Tourism Executive Director Natalia Bayona emphasized the importance of digital transformation in shaping the industry’s future. Highlighting Morocco’s remarkable achievements, Bayona noted a 35% rise in international arrivals since 2019, showcasing the nation’s ability to adapt and thrive in an ever-evolving travel landscape.