Some places you visit. Morocco, you feel. This is our investor research book: the beauty, the numbers, the timing — and the opportunity. Read the highlights below, or download the full 30-page book.
Download the Full Investor Book (PDF)
The feeling, measured
- 19.8 million visitors in 2025 — a third consecutive record, +14% year on year
- $13B+ in tourism revenue — up from $11.3B in 2024, itself an all-time record
- #1 destination in Africa — ahead of Egypt
- 26 million visitors targeted by 2030 — anchored by the FIFA World Cup, co-hosted with Spain and Portugal
- ~7% of GDP and 1.4 million jobs supported by tourism
The world is falling in love — and coming back
From the 2020 collapse (-78.5%) to record levels within three years — and the 2026 roadmap target reached two years early.
A love affair the size of an economy
Two cities hold the heartbeat
Marrakech and Agadir account for over 60% of all tourist overnights — while Tangier (+24%), Casablanca (+18%) and Fes (+16%) led growth in early 2025.
Full houses, open doors
Marrakech hotels ran at 71% occupancy in 2024, well above the 64% national average — with 60,000 more beds planned for the World Cup.
Why now? Because the runways are already built
- Demand is compounding — 19.8M visitors, records every year.
- The state is building ahead of demand — airports doubling to 80M passengers, 550 km of new high-speed rail, 60,000 more beds.
- The biggest long-haul market just opened — 1.2M American visitors in 2025 (+20%), on brand-new nonstop flights launched in 2024 and 2025.
- Capacity is still catching up — early entrants capture the wave.
- 2030 has a date on it. Windows like this close.
The American opportunity
America’s oldest friend is becoming its newest favorite journey. Morocco was the first nation to recognize the United States in 1777 — and today five US gateways fly nonstop to the kingdom: New York JFK, Newark (new, 2024), Washington Dulles, Atlanta (new, 2025) and Miami. No visa required, about seven hours from the East Coast.
Americans don’t just visit Morocco — they need someone they trust to plan it. That is the agency’s role. That is Morocco Trip Book.
Read the full book
The complete 30-page edition includes the destination spotlights, infrastructure story, Casablanca Finance City, the kingdom of firsts, the people, honest risks, and full sources.
Download the Full Investor Book (PDF)
Sources: Morocco Ministry of Tourism; ONMT; OECD; WTTC; Tourism Observatory; Tanger Med Group; ONCF; IATA; Travel And Tour World (Nov 2025). Figures rounded; arrivals include Moroccan diaspora (MRE). For discussion purposes only.