Morocco’s tourism sector showcased its strongest performers at the 45th World Travel Market in London, with Agadir and Marrakech selected as featured destinations amid record growth from the critical British market.
Agadir has posted double-digit performance gains driven primarily by British tourists, who represent the destination’s leading foreign market and primary driver of overnight stays. Tourism operators from Agadir actively participated in the WTM held November 4-5 at London’s ExCeL exhibition center, aiming to consolidate achievements, forge partnerships, and maintain positive momentum.
The United Kingdom remains Morocco’s third-largest source market by value, recording 938,440 arrivals and nearly 2.9 million overnight stays through August 2025. Agadir exemplifies this dynamic, with 1.377 million arrivals and over 5.914 million overnight stays recorded at classified accommodation establishments in 2024.
British tourists constitute Agadir’s second-largest clientele after domestic and French visitors, currently serving as the destination’s performance flagship. The UK generated 272,073 arrivals and 1.561 million tourist overnight stays in Agadir throughout 2024, significantly boosting attendance through airline connections.
The first nine months of 2025 confirmed this positive trajectory, with British market indicators showing respective increases of 37.76% for arrivals and 34.40% for overnight stays. British clientele maintains its position as Agadir’s leading foreign market with a 30.58% market share in overnight stays.
The Moroccan National Tourist Office (ONMT) deployed a cutting-edge 900-square-meter pavilion featuring immersive design highlighting Morocco’s tourism assets, regional diversity, and offerings. For the second consecutive year, ONMT selected Agadir and Marrakech as honored regions at this business-to-business event.
Professionals conducting back-to-back meetings throughout the three-day event focused on consolidating gains, particularly for Agadir, which has posted double-digit growth rates over the past three years. However, sustaining this growth level depends on expanding the destination’s accommodation capacity.
The ONMT targets 995,465 passengers from the British market for summer 2025 and winter 2025/26 seasons, representing 9% year-over-year growth. Eight major airlines—including Royal Air Maroc, Ryanair, EasyJet, British Airways, TUI Airways, Jet2.com, Wizz Air, and Air Arabia—connect 12 British airports to eight Moroccan destinations. Total capacity reaches 1.9 million seats for these seasons, up 8% from 2024 and 56% from 2023.
