Tourism: The ONMT Aims for 26 Million Visitors by 2030 Through Air Travel, Cruises, and Artificial Intelligence
Morocco’s Ambitious Push Towards Tourism Development by 2030
After a record-breaking 2025, Morocco aims to accelerate the development of its tourism industry. The Moroccan National Office of Tourism (ONMT) has unveiled an ambitious roadmap, targeting the welcome of 26 million tourists by 2030. This plan focuses on strengthening air connectivity, expanding cruise tourism, leveraging artificial intelligence, and tapping into new international markets.
A Confirmed Tourist Dynamic in 2026
In a meeting held in Rabat, presided over by Tourism Minister Fatim-Zahra Ammor, the ONMT’s Board of Directors presented a positive assessment of the sector’s performance during the first five months of 2026. By the end of May, Morocco had recorded a 7% increase in international tourist arrivals, a 21% rise in travel revenues, and a 9% increase in overnight stays in classified accommodations. These results reaffirm the momentum established after a historic 2025, marked by nearly 20 million visitors and 138 billion dirhams in tourism revenue.
A Strategy to Reach 26 Million Tourists
To achieve its 2030 target, the ONMT plans to accelerate several structural initiatives.
The strategy primarily focuses on enhancing air connectivity. For the summer season of 2026, the office has secured 7.74 million airline seats, representing a substantial increase compared to the previous year. This offer is supported by the launch of 52 new international routes aimed at improving accessibility to various Moroccan destinations.
Targeting New International Markets
The ONMT also seeks to diversify its source markets to reduce reliance on traditional European destinations. Promotion efforts will be particularly intensified in China, India, and Latin America—markets with high growth potential that are expected to broaden the Kingdom’s international clientele.
Cruise Tourism and Artificial Intelligence as New Levers
Among the key priorities are the development of cruise tourism and strengthening maritime connections, to attract more visitors through Moroccan ports.
Simultaneously, the ONMT intends to progressively integrate artificial intelligence tools into its marketing and commercial strategies. The goal is to enhance the personalization of promotional campaigns, analyze traveler behaviors, and optimize Morocco’s visibility in international markets.
An Ambition Driven by the Tourist Roadmap
According to Minister Fatim-Zahra Ammor, the 2023-2026 roadmap has demonstrated the effectiveness of an approach that combines connectivity development, international promotion, investment, quality improvement, and territorial enhancement.
As major international events, including the 2030 World Cup, approach, Morocco aims to maintain this momentum to establish itself among the most competitive tourist destinations globally.
