Tourism in Morocco
Tourism in Morocco is a gateway to a world of enchantment, where ancient traditions blend seamlessly with modern vibrancy. In 2024, Morocco welcomed a record-breaking 17.4 million tourists, a 20% increase from 2023, contributing approximately 7% to the country’s GDP and generating nearly 2 million direct and indirect jobs. From bustling souks to serene landscapes, Morocco offers a travel experience like no other. Whether you’re drawn to the intricate architecture of historic cities, the tantalising flavours of Moroccan cuisine, or the thrill of adventure in its diverse terrains, tourism in Morocco promises something for every traveller.
Morocco’s appeal lies in its diversity. The country is a melting pot of Arab, Berber, and European influences, creating a unique cultural tapestry that captivates visitors. Tourism in Morocco is not just about sightseeing; it’s about immersing yourself in a way of life that feels both timeless and dynamic. Let’s dive into the many facets of this incredible destination, from its iconic cities to its hidden gems, with real traveller stories and data to bring the experience to life.
Why Choose Morocco for Your Next Holiday?
Tourism in Morocco has skyrocketed in recent years, and the 2024 figures prove it: 17.4 million visitors, a 20% jump from the previous year, making it Africa’s most-visited destination. This growth has bolstered the economy, contributing 7% to GDP and supporting nearly 2 million jobs in sectors like hospitality, transport, and crafts. The country offers a perfect blend of affordability, accessibility, and adventure. Just a short flight from the UK, Morocco feels like a world away, with its vibrant markets, stunning architecture, and warm hospitality.
One of the biggest draws of tourism in Morocco is its affordability. Compared to other popular destinations, Morocco offers incredible value for money, with budget-friendly accommodation, food, and activities. In 2024, tourism revenue reached 112 billion dirhams, a 7% increase from 2023, reflecting the country’s growing appeal. Plus, the country’s year-round pleasant climate makes it an ideal destination for UK travellers looking to escape the unpredictable British weather.
Morocco’s accessibility is another major plus. Direct flights from major UK cities like London, Manchester, and Birmingham take just a few hours, with 120 new international air routes introduced in 2024 alone. Once you arrive, the country’s well-developed infrastructure for tourists, including guided tours, modern transport, and English-speaking guides, ensures a smooth and enjoyable experience.
Exploring Morocco’s Iconic Cities
Marrakech: The Heart of Moroccan Culture
Marrakech is often the first stop for those embarking on tourism in Morocco. Known as the “Red City” due to its rose-hued buildings, Marrakech welcomed nearly 2 million visitors in 2017 alone, and its popularity has only grown since. The city’s medina, a UNESCO World Heritage Site, is a labyrinth of narrow alleys filled with vibrant souks, where you can haggle for spices, textiles, and handmade crafts.
Traveller Anecdote: Sarah, a 32-year-old teacher from London, shared her experience in Marrakech’s Jemaa el-Fnaa square: “The souk was overwhelming at first—vendors calling out, the smell of grilled meat, and musicians playing. I spent hours bargaining for a handwoven rug and ended up chatting with the shopkeeper about his family’s craft. It felt so personal.” This bustling square comes alive with street performers, food stalls, and musicians, transforming into an open-air theatre by night. For a quieter moment, visit the stunning Bahia Palace, with its intricate tilework and tranquil gardens, or the Jardin Majorelle, a botanical haven painted in bold blues and yellows.
Fes: A Journey Back in Time
Fes, one of the oldest cities in Morocco, is a must-visit for history lovers. Its medina, Fes el-Bali, is one of the largest car-free urban areas in the world and a UNESCO site. In 2024, Fes contributed to the 28.7 million overnight stays recorded across Morocco, a 12% increase from 2023. Wandering through its maze-like streets feels like stepping into a medieval world, with ancient mosques, madrasas, and tanneries still in operation.
Traveller Anecdote: James, a 45-year-old historian from Manchester, described his visit to the Chouara Tannery: “Watching artisans dye leather in those massive vats was like nothing I’d ever seen. The smell was intense, but the guide handed me mint leaves to hold under my nose, and we laughed about it. I bought a leather bag that I still use every day.” Fes is also home to the University of Al-Qarawiyyin, one of the oldest universities in the world, showcasing Morocco’s rich intellectual history.
Casablanca: A Modern Metropolis with Historic Charm
Casablanca, Morocco’s largest city, blends modern sophistication with cultural heritage. The Hassan II Mosque, one of the largest mosques in the world, is a breathtaking landmark with its minaret towering over the Atlantic Ocean. In 2024, Casablanca was a key driver of Morocco’s 17.4 million tourist arrivals, thanks to its role as a major entry point. Its intricate details and oceanfront location make it a must-see for anyone exploring tourism in Morocco.
The city’s Corniche offers a lively waterfront with trendy cafes and restaurants, perfect for a relaxing evening. The blend of Art Deco architecture and bustling markets gives Casablanca a unique vibe, making it a great starting point for urban explorers.
Chefchaouen: The Blue Pearl
Tucked away in the Rif Mountains, Chefchaouen is a dreamlike destination known for its blue-washed streets. This serene town has gained popularity, with its unique aesthetic contributing to Morocco’s tourism boom in 2024. The blue hues create a calming atmosphere, while the surrounding mountains offer opportunities for hiking and nature exploration.
Traveller Anecdote: Emma, a 28-year-old photographer from Bristol, said, “Chefchaouen was like walking into a painting. I spent a day wandering the medina, sipping mint tea at a small café, and chatting with a local artist about why they paint the walls blue. It’s such a peaceful escape from the hustle of bigger cities.”
The Allure of Morocco’s Natural Beauty
Tourism in Morocco isn’t just about cities; the country’s diverse landscapes are a major draw for nature lovers, contributing to the 17.4 million visitors in 2024. From towering mountains to sprawling deserts, Morocco’s natural beauty is as varied as it is stunning.
The Atlas Mountains: A Hiker’s Paradise
The Atlas Mountains offer some of the best hiking opportunities in Morocco, with trails that attracted adventure tourists in 2024. The High Atlas, in particular, is home to Toubkal, the highest peak in North Africa. Whether you’re an experienced trekker or a casual walker, the Atlas Mountains provide trails for all levels, with breathtaking views of rugged peaks and lush valleys.
Traveller Anecdote: Mark, a 40-year-old outdoor enthusiast from Leeds, shared, “Hiking in the Atlas Mountains was a highlight of my trip. Our Berber guide took us through a village where we shared tea with a local family. The views from the trail were incredible, and the hospitality made it unforgettable.”
Morocco’s Coastal Charm
Morocco’s coastline stretches along both the Atlantic and Mediterranean, offering a range of beach experiences. Essaouira, a laid-back coastal town, is a favourite for its windswept beaches and vibrant arts scene. In 2024, coastal destinations like Essaouira and Agadir saw increased visitors, boosting local economies. The town’s medina, another UNESCO site, is filled with galleries and cafes, while the nearby beaches are perfect for surfing and kiteboarding.
Traveller Anecdote: Sophie, a 25-year-old surfer from Cornwall, said, “Essaouira’s beaches were perfect for surfing. I took lessons with a local instructor who grew up fishing in the area. He told me how tourism has helped his community open small businesses, like surf shops and cafes.”
The Desert Experience
No trip to Morocco is complete without a desert adventure. The vast, golden dunes near Merzouga offer a surreal landscape that feels like another world. In 2024, desert tourism was a key driver of Morocco’s record-breaking visitor numbers. A camel trek through the sands, followed by a night under the stars in a traditional camp, is a bucket-list experience for many travellers.
Traveller Anecdote: Clara, a 30-year-old writer from Edinburgh, described her desert trek: “Riding a camel through the dunes at sunset was magical. Our camp had Berber musicians playing around a fire, and we slept in a tent under the clearest stars I’ve ever seen. The guides shared stories about their nomadic heritage, which made the experience so rich.”
Immersing Yourself in Moroccan Culture
The Magic of Moroccan Souks
Morocco’s souks are the beating heart of its cities, offering a vibrant shopping experience unlike any other. In 2024, the souks of Marrakech and Fes were key attractions, contributing to the 28.7 million overnight stays recorded across the country. From the spice-scented stalls of Marrakech to the artisanal workshops of Fes, souks are a treasure trove of handmade goods. Bargaining is part of the fun, so don’t be afraid to haggle for that perfect rug or lantern.
Traveller Anecdote: Tom, a 35-year-old chef from London, shared, “The souk in Marrakech was a feast for the senses. I spent an hour chatting with a spice vendor who explained how to use ras el hanout in cooking. I bought a small bag and used it to make a tagine back home—it was like bringing Morocco to my kitchen.”
A Taste of Morocco: Culinary Delights
Moroccan cuisine is a highlight of any visit, with its bold flavours and fragrant spices. Tagine, a slow-cooked stew of meat, vegetables, and dried fruits, is a must-try, as is couscous, often served with a rich broth. Street food, like b’stilla (a savoury-sweet pastry) and harira (a hearty soup), offers a delicious and affordable way to experience Moroccan flavours. In 2024, culinary tourism contributed to the $10.5 billion in tourism revenue.
Traveller Anecdote: Laura, a 29-year-old food blogger from Birmingham, said, “I took a cooking class in a Marrakech riad. The chef taught us to make chicken tagine and showed us how to balance spices. We ate our creations in the courtyard, and it was one of the best meals of my life.”
Festivals and Traditions
Morocco’s calendar is filled with vibrant festivals that showcase its cultural richness. The Fes Festival of World Sacred Music and the Gnaoua World Music Festival in Essaouira attract global visitors, boosting local economies. These events offer a chance to experience Morocco’s traditions through music, dance, and community.
Traveller Anecdote: David, a 50-year-old music lover from Glasgow, shared, “The Gnaoua Festival in Essaouira was incredible. I watched local musicians perform on the beach, and the energy was electric. I ended up dancing with a group of locals who welcomed me like family.”
Adventure Awaits: Activities for Thrill-Seekers
Tourism in Morocco is a dream for adventure enthusiasts, with 2024 seeing a surge in niche segments like surf tourism. The country’s diverse landscapes provide endless opportunities for outdoor activities, from surfing to mountain biking.
Surfing and Water Sports
Morocco’s Atlantic coast is a haven for surfers, with spots like Taghazout and Essaouira offering world-class waves. In 2024, these coastal towns became international hotspots, supporting local communities through tourism-related businesses. Beginners can take lessons at local surf schools, while experienced surfers can tackle challenging breaks.
Traveller Anecdote: Liam, a 27-year-old surfer from Brighton, said, “Taghazout was a surfer’s paradise. The local surf shop owner invited me to a beach barbecue with his family. They rely on tourism for their livelihood, and it was humbling to see how our visits help.”
Hiking and Trekking
Beyond the Atlas Mountains, Morocco’s Rif Mountains and Anti-Atlas offer less-crowded trails for hikers. These regions saw increased interest in 2024, contributing to the 17.4 million tourist arrivals. Guided treks are widely available, ensuring safety and local insights.
Traveller Anecdote: Rachel, a 33-year-old hiker from Sheffield, shared, “Trekking in the Rif Mountains was breathtaking. Our guide, a local Berber, pointed out hidden springs and told us about his village’s history. Tourism has brought better schools to his community, he said.”
Desert Adventures
The desert isn’t just for camel rides. Thrill-seekers can try sandboarding down the dunes or take a 4×4 tour for a high-speed adventure. In 2024, desert experiences were a major draw, with camps offering a blend of comfort and authenticity.
Traveller Anecdote: Anna, a 31-year-old adventurer from Cardiff, said, “Sandboarding in Merzouga was such a rush! The local guides were so enthusiastic, and they explained how tourism has helped their village build a new well.”
Practical Tips for Tourism in Morocco
Getting There and Around
Morocco is well-connected to the UK, with budget airlines like Ryanair and easyJet offering affordable flights to cities like Marrakech, Agadir, and Casablanca. In 2024, 120 new international air routes were added, boosting accessibility. Once in Morocco, the country’s train system is reliable and comfortable, connecting major cities like Fes, Marrakech, and Rabat. For shorter distances, shared taxis and buses are widely available, while private tours offer flexibility for exploring rural areas.
Where to Stay
Morocco offers a range of accommodation options, from budget hostels to luxurious riads. In 2024, the country recorded 28.7 million overnight stays, with riads being a popular choice for their charm and authenticity. Many are located in the heart of medinas, offering easy access to major attractions.
Traveller Anecdote: Emily, a 38-year-old designer from London, said, “Staying in a Fes riad was like living in a piece of history. The courtyard was so peaceful, and the owners invited me to join them for a traditional breakfast. It felt like home.”
Cultural Etiquette
Respecting local customs is key to a positive experience. Dress modestly, especially in rural areas, and ask permission before taking photos of people. Learning a few basic phrases in Arabic or French can go a long way in connecting with locals.
Best Time to Visit
Morocco is a year-round destination, but spring (March to May) and autumn (September to November) offer the most comfortable weather. Summer can be hot, especially in the desert, while winter brings cooler temperatures but fewer crowds.
Hidden Gems: Off-the-Beaten-Path Destinations
While cities like Marrakech and Fes dominate tourism in Morocco, the country is full of lesser-known destinations that offer unique experiences. Ouarzazate, known as the “Gateway to the Desert,” is home to stunning kasbahs and film studios, where movies like Gladiator were shot. The coastal town of Asilah, with its whitewashed buildings and vibrant murals, is a hidden gem for art lovers.
The Dades Valley, with its dramatic gorges and lush oases, is perfect for those seeking natural beauty without the crowds. Similarly, the village of Moulay Idriss, a sacred site, offers a peaceful escape with its hilltop views and spiritual significance.
Sustainable Tourism in Morocco
As tourism in Morocco grows, with 17.4 million visitors in 2024, so does the importance of travelling responsibly. Choosing eco-friendly accommodations, supporting local artisans, and respecting natural sites are simple ways to make a positive impact. Many tour operators now offer sustainable travel options, such as community-based tours that benefit local families.
Traveller Anecdote: Michael, a 42-year-old environmentalist from Oxford, said, “I stayed at an eco-lodge near Essaouira that used solar power and supported local farmers. The owner explained how tourism funds clean water projects for the village. It made my trip feel meaningful.”
Start Your Moroccan Adventure Today
Tourism in Morocco is an experience that stays with you long after you leave. With 17.4 million visitors in 2024, contributing 7% to GDP and nearly 2 million jobs, Morocco’s tourism industry is thriving. From the vibrant souks of Marrakech to the serene blue streets of Chefchaouen, the country offers a kaleidoscope of sights, sounds, and flavours. Whether you’re bargaining in a souk, staying in a historic riad, trekking through the desert, or surfing in Taghazout, Morocco invites you to embrace its magic.
Ready to plan your trip? Morocco is waiting to welcome you with open arms. With its rich history, diverse landscapes, and warm hospitality, it’s no wonder that tourism in Morocco continues to captivate travellers from the UK and beyond. Pack your bags, book your flight, and get ready for an adventure you’ll never forget.
