Published on
February 8, 2026
France, Germany, Italy, Switzerland, Portugal, and the United Kingdom have become powerful revenue-boosting countries, skyrocketing Morocco’s tourism with record arrivals, soaring demand, and unmatched growth. This surge is driven by increased air connectivity, targeted marketing campaigns, and Morocco’s growing appeal as a top destination offering a blend of cultural richness, luxury resorts, and adventure tourism. As these European markets continue to fuel the country’s tourism boom, Morocco has firmly established itself as one of the fastest-growing destinations in the world.
These countries have played a pivotal role in Morocco’s tourism success by bringing in millions of visitors seeking everything from vibrant city experiences to serene desert escapes. France, being the largest contributor, leads the charge with its deep historical ties to Morocco, while countries like Germany and the United Kingdom have increasingly favored Morocco for their luxury and adventure travel needs. Italy, Portugal, and Switzerland are also making substantial contributions, as travelers from these regions are drawn to Morocco’s unique blend of modern luxury and rich cultural heritage. This growth is not just a reflection of geographical proximity, but of Morocco’s concerted efforts to expand its tourism infrastructure, enhance its offerings, and cater to diverse traveler demands across Europe and beyond. With a 14% increase in foreign arrivals in 2025 and a record-breaking €12.5 billion in tourism revenue, Morocco is poised for even greater expansion in the coming years, fueled by these key European markets.
Morocco has cemented its position as one of the fastest-growing tourism destinations, marking 2025 as a year of monumental achievements. With an influx of over 20 million visitors, an increase of 14% from the previous year, and a staggering €12.5 billion in revenue, the country’s tourism industry has surpassed expectations. A crucial factor in this surge has been the increased participation from several European countries that have bolstered Morocco’s growth with record arrivals, massive demand, and strategic tourism partnerships.
Let’s take a detailed look at how these European powerhouse countries — from France to the United Kingdom, and Portugal to Italy — have played pivotal roles in Morocco’s tourism revolution.
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France: The Largest Contributor to Morocco’s Tourism Boom
France has historically been one of Morocco’s largest source markets for tourists, and 2025 is no exception. With over 4.5 million French visitors recorded, France continues to be a driving force behind Morocco’s tourism boom. The proximity of the two countries, along with shared cultural and historical ties, has long made Morocco a favored destination for French travelers seeking an exotic yet familiar getaway.
In 2025, France accounted for a substantial 25% of total international arrivals to Morocco. France’s robust travel demand is attributed to Morocco’s luxury offerings, beach resorts, and cultural experiences, all of which appeal to the French traveler’s love for both comfort and culture. The French government’s increased air routes, which allow for convenient travel options to Moroccan cities like Marrakech, Casablanca, and Fes, further boosted tourism traffic. The French-Moroccan tourism exchange is stronger than ever, and French travelers continue to be key ambassadors of Morocco’s tourism narrative.
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Germany: Expanding Connections and Steady Growth in Visitor Numbers
Germany has emerged as another critical contributor to Morocco’s success in 2025, with over 2.8 million German visitors gracing Morocco’s iconic landscapes. Germany is a cornerstone in Europe’s cultural tourism landscape, and its citizens continue to show a deep fascination with Morocco’s rich history and scenic diversity.
Germany’s focus on eco-tourism has aligned perfectly with Morocco’s growing commitment to sustainable tourism. As German travelers prioritize eco-friendly travel, Morocco’s natural reserves, mountain treks, and desert experiences have provided the perfect destination. Morocco’s strategic partnership with German tour operators and the introduction of direct flights to Agadir, Marrakech, and Rabat have also contributed to the country’s rising appeal.
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Additionally, the Germans’ growing interest in short city breaks has led to significant increases in urban tourism in cities like Marrakech, while wellness tourism in places such as the Atlas Mountains has experienced a marked rise.
Italy: Italian Romance Fuels Tourism Surge in Morocco
The Mediterranean ties between Italy and Morocco have resulted in an exceptional year for tourism. In 2025, Italian arrivals increased by 18%, contributing to a sharp increase in tourism numbers. Italy’s appeal for Morocco lies in its shared Mediterranean heritage, luxurious hotels, and historical landmarks, making it an ideal destination for Italian honeymooners, couples, and culture seekers.
Italian tourism to Morocco has surged thanks to an increased number of direct flights, allowing easier access to Morocco’s most famous cities, including Marrakech and Casablanca. In particular, Italy’s luxury tourism market has embraced Morocco’s riads (traditional Moroccan houses), offering both elegance and culture, further enhancing the country’s profile. As a result, Italian travelers now make up a notable segment of the Moroccan luxury tourism clientele.
Switzerland: A Rising Contributor to Morocco’s Expanding Tourism Landscape
While Switzerland might not traditionally top the list of source markets for Morocco, in 2025, Swiss arrivals grew by 22%, a clear sign of Morocco’s increasing prominence in Swiss tourism. The Swiss fascination with Morocco’s unique desert landscapes and architectural gems is on the rise, and Swiss travelers are increasingly seeking new, unique experiences beyond their usual European getaways.
The country’s luxury travel sector — particularly Swiss tourists visiting Morocco for wellness resorts and luxurious desert camps — has also spiked. Additionally, Morocco’s increased exposure on Swiss travel platforms and targeted campaigns by the Moroccan Tourism Office have helped draw more Swiss visitors to its shores.
Portugal: Remarkable Growth and the New “Best Destination” Award
Portugal has shown remarkable growth in tourism to Morocco, with 220,000 Portuguese tourists visiting Morocco in 2025, an increase of over 35% from 2024. Portugal’s connection with Morocco is deeply rooted in historical trade routes, and recent years have witnessed a significant increase in travel between the two countries. The recognition of Morocco as the “Best Destination” by Bestravel, a prominent Portuguese travel network, is a testament to this surge.
Portuguese tourists are particularly attracted to Morocco’s affordable luxury and cultural proximity. Popular destinations include Marrakech, Fez, and Rabat, as well as hidden gems like Essaouira. The increase in Portuguese tour operators offering Morocco packages, along with greater air connections between the two nations, has contributed to these impressive growth figures.
United Kingdom: Steady Growth and Rising Popularity Among British Travelers
The United Kingdom continues to be one of Morocco’s most valuable tourism markets. With over 1.5 million British visitors in 2025, the UK is contributing significantly to Morocco’s tourism recovery. Moroccan destinations offer British travelers a diverse range of experiences, from cultural city breaks in Marrakech to adventure tours in the Sahara Desert.
Britain’s increased air connectivity with Morocco and the popularity of package holidays to Marrakech and Casablanca have also fueled demand. With an increased appetite for luxury and adventure holidays in Morocco, British travelers have become more drawn to Morocco’s history, architecture, and beaches.
Netherlands: The Netherlands Joins Other Powerhouses in Boosting Moroccan Tourism
The Netherlands is becoming a key contributor to Morocco’s rising tourism numbers. In 2025, Dutch arrivals surged by 15%, particularly driven by cultural tourism and adventure travel. The Dutch market is known for its interest in heritage sites, and Morocco’s UNESCO World Heritage Sites, including Marrakech, Ait Benhaddou, and Volubilis, continue to attract Dutch tourists.
The Netherlands’ growth in tourism is also reflected in the increased presence of Dutch tour operators specializing in Moroccan tours. Morocco’s visibility in the Dutch travel media and Dutch marketing campaigns have also played a significant role in encouraging more visitors from the Netherlands.
Expanding International Markets: The Global Surge in Tourism
Beyond Europe, Morocco’s tourism has been driven by new and expanding markets from around the world:
• United States – With record growth from the U.S. in 2025, American tourists are increasingly choosing Morocco for luxury desert tours, heritage experiences, and direct flight connections from cities like New York and Los Angeles.
• Japan and South Korea – These Asian nations have seen an uptick in travelers seeking cultural exchanges and Morocco’s sophisticated tourist experiences.
• Middle Eastern Markets – Countries such as Saudi Arabia and UAE are increasingly investing in Morocco’s luxury resorts and cultural experiences.
The Path to 2026 and Beyond: Morocco’s Bright Future
Looking forward, Morocco’s tourism prospects continue to look promising. With the FIFA World Cup 2030 co-hosted with Spain and Portugal, Morocco is poised for even greater global tourism exposure in the coming years. The country’s ongoing infrastructure development, new flight routes, and government support for sustainable tourism are expected to further boost its appeal.
France, Germany, Italy, Switzerland, Portugal, and the United Kingdom have skyrocketed Morocco’s tourism with record arrivals, soaring demand, and unmatched growth, thanks to increased air connectivity, strategic marketing, and Morocco’s appeal as a diverse and luxury travel destination. This surge has positioned Morocco as one of the fastest-growing tourist hotspots globally.
In 2025, Morocco has achieved a remarkable tourism boom, driven by France, Germany, Italy, Switzerland, Portugal, the United Kingdom, and many other European countries. As more international tourists flock to Morocco’s vibrant cities, luxury desert resorts, and heritage sites, the country is solidifying its reputation as one of the top tourist destinations globally. With strategic marketing, expanding air connectivity, and partnerships with European travel networks, Morocco is set to continue its upward trajectory for years to come.
