Morocco has claimed the title of Africa’s most-visited country in 2024, hosting an unprecedented 17.4 million tourists, despite recovering from a major earthquake near Marrakesh just a year earlier.
The North African nation surpassed Egypt, long regarded as the continent’s tourism leader. Although Egypt also achieved a record-breaking 15.7 million visitors, it wasn’t enough to keep pace with Morocco’s surge.
Tourism earnings in Morocco climbed to $11 billion in 2024, up slightly from $10.5 billion in 2023, according to figures from the Ministry of Tourism.
North Africa continues to dominate the African tourism landscape, as per UN data. Morocco’s diverse attractions—from mountain ranges to historic medinas and celebrated cuisine—place it alongside Egypt as a powerhouse in the region. Meanwhile, safari destinations in sub-Saharan Africa, such as South Africa and Botswana, attract fewer visitors and generate significantly less revenue.
A Rapid Recovery Fuelled by Growth
Morocco’s 2024 performance marks a 20% increase from the previous year and a substantial rise of more than 33% compared to 2019, the year before the pandemic. The growth has pushed Morocco ahead of its recovery schedule by two years.
Marrakesh, the crown jewel of Moroccan tourism, has been at the forefront of this resurgence. Despite the September 2023 earthquake, which brought significant challenges, the city has bounced back remarkably.
“We struggled after the earthquake. But today, things are better than ever. We’ve been fully booked for months,” said Nassim Ait Said, manager of Riad Nelia, a boutique hotel in Marrakesh’s iconic old square.
Contrasts in the Atlas Mountains
While Marrakesh flourishes, the surrounding Atlas Mountain villages paint a contrasting picture. These areas, once popular with hikers and nature enthusiasts, have struggled to recover.
“The sight of tents and damaged homes doesn’t help attract sceptical tourists,” explained Driss Zehrour, who runs Riad Vallée Vert near Asni, roughly 50 kilometres from Marrakesh. “Unlike Marrakesh, people are still scared to come here.”
With hotel occupancy rates in the worst-affected areas falling below 10%, recovery has been slow. Many homes remain in ruins, with temporary shelters still a common sight over a year later. Frustration is mounting among residents who continue to protest what they describe as a lack of government support and transparency.
Ambitious Plans for Tourism Expansion
Despite these challenges, Morocco’s tourism authorities are setting bold goals.
“These remarkable figures represent a major step towards our goal of positioning Morocco among the top 15 global tourist destinations,” said Tourism Minister Fatim-Zahra Ammor in a statement.
To break into the top 15, Morocco will need to surpass countries like Japan, which drew 25 million international visitors in 2023. Key drivers of Morocco’s growth include the introduction of 120 new airline routes, such as United Airlines’ Newark-to-Marrakesh direct flights, and new luxury hotels from brands like Four Seasons and Nobu.
Sporting Achievements Boost Morocco’s Image
Morocco’s football success has also played a vital role in its tourism push. The Atlas Lions made history in 2022 by becoming the first African team to reach the World Cup semi-finals, a moment the country has woven into its global marketing campaigns.
Images of the team’s iconic moments greet travellers at Marrakesh airport, while murals celebrating stars like Achraf Hakimi and Yassine Bounou adorn city streets. The football legacy continues to draw fans from around the globe.
Morocco is now preparing to host the Africa Cup of Nations (AFCON) from late 2025 into early 2026, an event expected to draw significant international attention. By 2030, when Morocco co-hosts the FIFA World Cup with Spain and Portugal, the country aims to welcome 26 million tourists annually—a 50% increase over its current record numbers.
