Morocco has achieved a major milestone in global tourism, securing the 13th position worldwide in the latest rankings published by UN Tourism.
This places the Kingdom firmly within the top 20 most popular destinations globally. The impressive ranking follows sustained growth in visitor arrivals. Between January and October 2025, Morocco welcomed 16.6 million visitors, marking a substantial 14% increase compared to the same period the previous year.
Tourism Minister Fatim-Zahra Ammor presented the achievement in Casablanca, affirming that the sector is on a strong upward trajectory since the launch of the 2023-2026 national tourism roadmap. The Minister stated that Morocco is “now establishing itself as a comprehensive, competitive, and sustainable destination,” thanks to the continuous modernization of its tourism offerings.
The national tourism roadmap, launched in 2023, is highly ambitious, targeting 26 million visitors by 2030 and aiming to double the sector’s overall revenue. The strategy positions Morocco as a sustainable, connected, and creative destination.
This growth is being strategically underpinned by major investments in infrastructure. Since 2023, the country has added 43,000 new hotel beds across key tourist regions. This expansion is fueled by increasing private investment, reflecting renewed confidence from both national and international operators.
In a move to diversify and elevate the premium market segment, a strategic partnership was recently signed in Casablanca between the Alliances Group and Rixos Hotels. The agreement, witnessed by Imad Barrakad, CEO of the Moroccan Society for Tourism Engineering (SMIT), introduces the “Luxury All-Inclusive” concept to Morocco—a high-end hotel model focused on immersive guest experiences.
Three flagship projects are slated for development under this partnership: Rixos Marrakech: A 26-hectare property featuring 400 rooms and 60 villas. Aliée Marrakech: Offering 150 rooms and 50 villas on 14 hectares. Rixos Lixus (Larache): A 7.5-hectare resort with 400 rooms.
The total investment across these projects is estimated at 1.5 billion dirhams (approximately $137 million) and is projected to create several thousand direct and indirect jobs.
These developments align with Morocco’s long-term strategy to reinforce its reputation in premium and family tourism ahead of major international events, including the 2030 World Cup, which the country will co-host with Spain and Portugal.
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