Morocco Becomes Africa's Top Tourist Destination, Surpassing Egypt in 2024
Moroccoreached a historic milestone in 2024, welcoming a record 17.4 million visitors—a figure that surpassed its tourism roadmap target originally set for 2026. This total includes 8.8 million foreign tourists, a 23% increase from 2023, and 8.6 million Moroccans residing abroad.
For the first time, Morocco overtook Egypt (which received 15.7 million visitors) to claim the title of Africa’s leading tourist destination. Tourism Minister Fatim-Zahra Ammor credited the country’s success to targeted investments, strategic partnerships with airlines and tour operators, and aggressive marketing campaigns in key source markets.
Tourism remains a cornerstone of Morocco’s economy, with the government implementing ambitious initiatives to improve the sector. Investments have been directed toward enhancing infrastructure in cities like Rabat, which seeks to position itself alongside Marrakech and Casablanca as a premier destination.
Morocco’s upward trajectory is expected to continue, fueled by an exciting calendar of major sporting events. The country is set to host the 2025 Africa Cup of Nations (CAN), an event projected to attract 18.5 million tourists. Looking further ahead, Morocco is a strong contender to host the 2029 Club World Cup and will co-organize the 2030 FIFA World Cup alongside Spain and Portugal. These events are anticipated to significantly boost tourism arrivals and cement Morocco’s reputation as a global destination.
In addition to sports, Morocco is focusing on expanding its cultural offerings. Rabat, in particular, has ambitious plans to triple its accommodation capacity by 2030, while enhancing its appeal through initiatives such as museum restorations, historical site renovations, and hosting cultural festivals. These efforts aim to position Rabat as a key cultural hub, complementing the already popular draws of Marrakech and Casablanca.
For African travel agents, Morocco’s growth presents exciting opportunities. Its mix of sporting events, cultural attractions, and improved infrastructure creates a compelling destination for diverse client segments. Agents can capitalize on the country’s rising popularity by promoting packages that include luxury stays, heritage experiences, and event-focused travel.
Morocco’s unique blend of history, culture, and modern attractions has solidified its status as Africa’s leader in tourism. With its strategic investments and dynamic plans for the future, the country is well-positioned to maintain its edge and continue attracting millions of visitors in the years to come.
