Morocco reached 22nd place in the world for international tourist arrivals in 2025, welcoming 19.8 million visitors, according to the latest World Tourism Barometer published by UN Tourism. The ranking represents a gain of three positions in a single year and a jump of twelve places compared with 2019, underscoring the structural transformation that has taken place in Moroccan tourism since the Covid-era low point.
On the receipts side, Morocco also improved its standing, moving from 32nd to 31st in global rankings for international tourism revenues, generating a total of 14.8 billion dollars. The simultaneous improvement in both arrivals and receipts points to a combination of higher visitor volumes and stronger per-visitor spending, reflecting an upgrading of the country’s tourism product.
The Ministry of Tourism attributes these results to the Tourism Roadmap launched by the government in 2023, which has driven coordinated advances across air connectivity, tourism offer diversification, accommodation capacity, visitor experience quality, and human capital skills development. The strategy has helped Morocco accelerate growth across multiple dimensions of its tourism ecosystem simultaneously rather than focusing on a single lever.
The momentum has carried into 2026. In the first quarter of the year, Morocco recorded nearly 7 percent growth in tourist arrivals — more than three times the global average of 2 percent registered by UN Tourism over the same period. The outperformance relative to global trends suggests the country is capturing market share rather than merely tracking a general sector recovery.
Tourism Minister Fatim-Zahra Ammor, commenting on the data, described the results as validation of what she termed the king’s forward-looking vision for the sector, and called for continued effort across all dimensions of the tourism ecosystem. She framed the objective as establishing Morocco’s durable position among the world’s leading tourist destinations by 2030, building on the trajectory demonstrated by consecutive years of market share gains.
