Morocco becomes most visited African destination Successful reforms ahead of 2030 FIFA World Cup

Just over a year after a catastrophic earthquake hit the High Atlas Mountains near Marrakech, Morocco has risen to become Africa's most visited destination. Figures released by the country's tourism authorities show that Morocco welcomed 17.4 million visitors in 2024, surpassing Egypt, which previously held the title. Egypt also saw a record number of visitors, attracting 15.7 million tourists. While not every African country’s tourism numbers are tracked, reports from UN Tourism and the World Travel & Tourism Council indicate that North African countries lead sub-Saharan nations in tourism figures.

Morocco’s achievement marks a significant 20% increase compared to 2023 and a more than 33% rise from 2019, before the pandemic, when the country hosted 13 million tourists. According to North African Post, this success has helped Morocco surpass its own tourism goals by two years, setting a new benchmark for growth. Tourism Minister Fatim-Zahra Ammor highlighted that this progress brings Morocco closer to its ambition of joining the top 15 global tourist destinations. To reach this goal, it would need to surpass Japan, which had 25 million visitors in 2023.

Morocco’s tourism achievements go beyond sheer visitor numbers. The country has also experienced a surge in tourism revenue, which reached $11 billion in 2024, up from $10.5 billion in 2023. Although Egypt earned a higher amount at $14.1 billion, Morocco and Egypt dominate tourism on the continent, far outpacing other African nations like South Africa and Botswana, which see a much smaller share of tourists and tourism dollars annually.

Several factors have contributed to Morocco’s tourism boom. As reported by Bloomberg, the country introduced 120 new airline routes, including a direct flight from Newark to Marrakesh on United Airlines. There was also a boost in high-end accommodations, with luxury hotel brands like Four Seasons and Nobu expanding across Morocco. The expansion of the Royal Mansour, which opened a second hotel in Casablanca in April, has also attracted affluent travelers. These developments have encouraged visitors to explore beyond Marrakech, Morocco’s cultural capital.

In addition to these factors, Morocco will play a significant role in 2024 and 2025 with the Africa Cup of Nations, which will take place from December 2025 to January 2026. The event is expected to attract soccer fans from all over the world, adding to Morocco's tourism appeal. The Moroccan national soccer team's remarkable performance in the 2022 World Cup, where it became the first African team to reach the semifinals, has already sparked a surge in domestic tourism and is likely to continue boosting the country’s global visibility.

Looking ahead to 2030, when Morocco will co-host the FIFA World Cup with Spain and Portugal, the country anticipates a further 50% increase in tourism, expecting to welcome 26 million tourists annually. This ambitious target highlights Morocco’s growing influence as a major global tourist destination.

By Nazrin Sadigova