Morocco Records MAD 115.3 Billion in Tourism Revenue in Nine Months, Shifts Focus to Higher-Spending Visitors

Tourist arrivals reach 17.4 million by the end of October, up 5%, as the government begins reviewing its 2023–2026 tourism roadmap ahead of a new strategy through 2030.

Morocco's foreign currency tourism revenue reached MAD 115.3 billion during the first nine months of 2026, representing an increase of approximately 12% compared with the same period last year, as the country moves to reassess its tourism strategy and place greater emphasis on attracting higher-spending visitors.

Speaking before the House of Representatives' Committee on Productive Sectors on November 10, 2026, Minister of Tourism, Handicrafts and Social and Solidarity Economy Jalal Charaf revealed that Morocco welcomed 17.4 million tourists by the end of October, marking annual growth of 5%.

Meanwhile, overnight stays at classified accommodation establishments reached 34.8 million between January and September, an increase of 7%.

The minister projected that Morocco could welcome nearly 21 million tourists by the end of 2026, compared with approximately 20 million in 2025 and 13 million in 2019.

He noted that tourism revenue reached MAD 138.1 billion in 2025, up from MAD 78.6 billion in 2019, while the sector's contribution to gross domestic product stood at 7.5%.

Charaf also highlighted Morocco's improved position in an international ranking measuring tourism revenue growth, with the country moving to eighth place in the first half of 2026, compared with eighteenth place in the previous ranking.

Charaf explained that the ministry has begun evaluating the results of the 2023–2026 tourism roadmap in consultation with industry professionals and stakeholders, in preparation for developing a new strategy covering 2027–2030.

The next phase will focus on improving the regulatory framework, developing industry skills, expanding tourism offerings through private investment, and strengthening international promotion and air connectivity.

Morocco's long-term tourism vision aims to attract 26 million visitors by 2030. However, the final details and implementation programmes of the new roadmap have not yet been approved.

The minister emphasised the importance of developing a tourism model that goes beyond increasing visitor numbers to place greater weight on spending levels and the economic value generated by each visit.

This approach signals growing attention to accommodation quality, service standards and tourism experiences, alongside efforts to maximise the economic benefits of international travel demand.

However, an increase in total tourism revenue does not, by itself, establish that average spending per visitor or length of stay has increased. These trends require separate monitoring of visitor expenditure, hotel occupancy and overnight stays.

The strategic review comes as Morocco prepares for major tourism and sporting events, culminating in its co-hosting of the 2030 FIFA World Cup alongside Spain and Portugal.