French travel group Voyage Privé has designated Morocco as “Best Destination 2025,” recognizing the country’s exceptional tourism trajectory driven by the Moroccan National Tourist Office’s (ONMT) strategy and solidly anchored growth dynamics across European markets. The distinction acknowledges Morocco’s overall performance, renewed attractiveness, and the relevance of strategic choices implemented by the ONMT.
The award was presented to Achraf Fayda, ONMT’s Director General, in recognition of structured, coordinated, and results-oriented work. Founded in 2006, Voyage Privé has established itself as one of Europe’s leading private sale platforms for upscale travel, operating across several key continental countries and serving a community of millions of members.
By naming Morocco Best Destination 2025, Voyage Privé made a strong market statement based on trend analysis, sales performance, and European traveler engagement. Throughout 2025, ONMT strengthened Morocco’s presence across several key European markets by deploying approaches tailored to each territory and customer segment. Online campaigns, television advertising, production of images and videos showcasing contemporary Morocco, and diversification of narratives and proposed experiences all contributed to establishing more balanced and sustainable tourism flow growth.
Several Moroccan destinations received particular emphasis, illustrating the national offering’s richness and diversity, from Marrakech to Dakhla, Agadir to Tangier, including Taghazout, Essaouira, Beni Mellal, Fez, and Ouarzazate. This expanded tourism geography reflects ONMT’s determination to promote a plural, authentic Morocco resolutely focused on experience quality.
To support this momentum, ONMT deployed targeted action plans by market and destination, integrating offering diversification, quality enhancement, flow deseasonalization, and strengthened digital visibility and distribution. With this recognition, Morocco confirms its trajectory’s solidity and international positioning credibility. The Best Destination 2025 trophy awarded by Voyage Privé consecrates this performance and affirms Morocco’s place among the most desirable and successful destinations on the global tourism scene in European market perception.
In another development, Spanish business daily El Economista wrote on Sunday that Morocco is confirming its rise on the international tourism scene by establishing itself as one of the most dynamic destinations in the Mediterranean basin.
“In the span of two decades, the Kingdom has managed to triple the number of visitors, thanks to a coherent tourism strategy and sustained investment in infrastructure and services,” the newspaper stated, noting that Morocco targets 26 million tourists by 2030 and envisions to be among the 15 most competitive destinations in the world.
El Economista recalled that the Kingdom welcomed nearly 20 million tourists in 2025, an increase of 14% over the previous year, generating tourism revenues of over €11.5 billion. These results confirm the key role of tourism as a strategic pillar of the national economy.
The newspaper then highlighted Morocco’s long-term vision, which began in the early 2000s with the Azur Plan and was then enshrined through Vision 2010 and the 2023-2026 tourism roadmap. The latter is based in particular on the Tourism Project Bank, which currently lists nearly 900 projects spread across 60 provinces, promoting better territorialization of investments.
The publication pointed out further that tourism now contributes around 7% of GDP, playing a significant role in wealth and job creation, in a context of increased regional competition.
Furthermore, El Economista spoke of the scale of investment in airport infrastructure through the “Airports 2030” strategy, which strives to increase the capacity of Moroccan airports to 95 million passengers by 2035, with a budget of €3.5 billion dedicated to the modernization and expansion of the national network.
Similarly, the 2030 World Cup, which Morocco will co-host with Spain and Portugal, will be an additional lever to enhance the Kingdom’s tourist appeal, stimulate hotel investment, and promote its position as a leading destination in Africa and the Mediterranean basin, the Iberian media outlet pointed out.
