Zimbabwe and Morocco Shine in 2025’s Global Best Destinations List, Signaling a New Era

For those across Africa’s travel industry seeking new inspiration for 2025 itineraries, recent global recognition for Zimbabwe and Morocco has put both countries firmly in the international spotlight. According to the latest Travel Check-in report by global travel platform Kayak, these two African gems are among the world’s top destinations to visit in the coming year—an endorsement that offers significant opportunities for the continent’s travel sector to capture and convert rising global interest.

Zimbabwe: A Land of Wild Beauty and Growing Demand

Zimbabwe has surged to the top of Kayak’s global rankings, celebrated for its untamed landscapes and deep historical roots. The country’s appeal is woven from dramatic granite outcrops rising above golden plains, ancient acacia woodlands, and the enduring ruins of Great Zimbabwe—a UNESCO World Heritage Site and a monument to centuries of African civilization. These iconic stone walls continue to fascinate travelers, offering a tangible connection to the continent’s rich and complex past.

But it’s not just history drawing attention. Victoria Falls, where the mighty Zambezi River plunges with thunderous force, remains one of Africa’s most breathtaking natural wonders. The ever-present mist and rainbows created by the falls set a dramatic stage for adventure tourism, from guided walks and river cruises to helicopter flights and bungee jumps. For those in search of serenity, the Eastern Highlands provide a haven of misty mountains and winding trails, appealing to hikers, birdwatchers, and anyone seeking peaceful, immersive encounters with nature.

Recent trends point to a surge in international travel demand for Zimbabwe’s urban centers. Flight searches to Bulawayo have soared by over 80% on Kayak, while Harare has seen a 56% increase in interest for summer travel. This renewed curiosity about Zimbabwe’s cities, combined with the country’s legendary wildlife and scenic attractions, positions it as an emerging hub for both adventure and culture-driven tourism. For Africa’s travel professionals, the message is clear: Zimbabwe’s moment on the world stage is now, and the potential for growth is substantial.

Morocco: Desert Mystique, Mountain Majesty, and Urban Allure

Morocco, securing sixth place on Kayak’s list, reinforces its reputation as a dynamic crossroads of tradition and modernity. From the endless red dunes of the Sahara—where silence reigns under star-filled skies—to the snow-capped peaks of the Atlas Mountains, Morocco offers a landscape of contrasts. Olive and argan groves blanket the valleys, while ancient cities pulse with life and color.

The medina of Fez is a labyrinth of alleys, tiled courtyards, and centuries-old workshops, enveloped in the scent of leather and spices. In Marrakech, travelers are drawn to lantern-lit rooftops, bustling souks, and the hypnotic rhythm of artisans at work, all set against the backdrop of minarets and sunset skies. Coastal towns like Essaouira bring a refreshing maritime atmosphere, with blue-shuttered houses and the tang of sea air. Meanwhile, the enchanting blue streets of Chefchaouen lead adventurers toward the peaks of the Rif Mountains, offering some of the most photogenic vistas in North Africa.

Morocco’s broad appeal is also reflected in its impressive visitor numbers. The Ministry of Tourism has confirmed that the country welcomed 17.4 million visitors in 2024, making it the most visited destination on the continent. This robust growth is further supported by favorable travel economics—especially in Marrakech, which now ranks as one of the best-value long-haul destinations for 2025. Airfare to Marrakech is down 5% compared to last summer, according to Kayak, making it even more attractive for travelers seeking both excitement and affordability.

Strategic Implications for Africa’s Travel Sector

The inclusion of Zimbabwe and Morocco in Kayak’s prestigious list sends a powerful message to Africa’s travel trade: global demand is shifting, and the continent’s diverse destinations are capturing the imagination of new audiences. This momentum creates a timely opportunity for African travel professionals to rethink product development, marketing, and partnership strategies, particularly around adventure tourism, cultural heritage, and value-driven experiences.

With Zimbabwe’s growing urban interest and Morocco’s continued dominance in international arrivals, travel specialists are encouraged to diversify offerings beyond the classic safari or desert trek. Curated city experiences, culinary journeys, and eco-conscious tours can capture the attention of the next generation of global travelers. Enhanced connectivity, both in terms of flights and digital presence, will be key to sustaining and growing this interest.

As travel demand becomes more nuanced, with visitors seeking a balance of adventure and relaxation, Africa’s tourism sector must also emphasize sustainability and inclusion. Both Zimbabwe and Morocco are uniquely positioned to lead in this area, with their wealth of natural and cultural assets complemented by a growing focus on responsible tourism practices. Engaging with local communities, supporting conservation efforts, and offering authentic, immersive experiences will ensure that tourism growth benefits all stakeholders.

The spotlight on Zimbabwe and Morocco in 2025 is more than just a moment of recognition—it’s a call to action for Africa’s travel industry to seize the opportunity and shape the continent’s tourism future. With innovation, investment, and a commitment to excellence, Africa’s destinations are poised to remain center stage in the years ahead.