Tourism: Morocco Leads Africa According to the OECD with a Record 19.8 Million Visitors in 2025

Morocco has confirmed its status as the leading tourist destination on the African continent. In its report “OECD Tourism Trends and Policies 2026,” the Organization for Economic Cooperation and Development (OECD) highlights the exceptional performance of the Kingdom, which welcomed 19.8 million international tourists in 2025, surpassing the target set by the national tourism roadmap for 2023-2026.

The report compares the performance of 53 countries with a particular focus on Morocco, Egypt, and South Africa. The results place the Kingdom at the forefront of most tourism-related indicators.

Nearly 20 Million Tourists in a Single Year

According to the OECD, international tourist arrivals in Morocco increased by 14% in 2025 compared to the previous year, reaching a record level of 19.8 million visitors.

This figure already exceeds the 17.5 million tourist target set by the national tourism strategy, originally expected in 2026.

France remains the largest source market, accounting for 29% of arrivals, followed by Spain (23%) and the United Kingdom (7%), confirming Morocco’s appeal to European travelers.

Domestic Tourism Continues to Grow

Beyond international visitors, domestic tourism is also driving sector growth.

In 2025, classified tourist accommodation establishments registered over 12 million overnight stays made by Moroccan tourists, reflecting a 3% year-on-year increase.

This dynamic contributes to strengthening the sector’s resilience throughout the year.

A Sector that Carries More Weight in the Economy

Tourism now accounts for 7.3% of Morocco’s Gross Domestic Product (GDP), with an estimated contribution of 116.2 billion dirhams in 2024, compared to 6.8% before the pandemic.

The sector continues to create jobs.

In 2025, nearly 894,000 people were directly employed in tourism activities, representing an increase of 92,000 jobs compared to 2022. Tourism now makes up 8.2% of total employment in Morocco.

Tourism Revenue Reaches Historic Levels

Travel revenues reached a new record, exceeding 138 billion dirhams by the end of 2025, up from 114.5 billion dirhams a year earlier, marking a 21% increase.

According to data cited by the OECD, foreign currency earnings rose to $11.5 billion in 2024, accounting for over 40% of Morocco’s service exports.

Morocco Surpasses Egypt in Tourist Numbers

One of the key insights from the report is the comparison with Egypt.

Once the leader in African tourism, this country welcomed 18.9 million visitors in 2025, compared to 19.8 million for Morocco.

Since 2019, Moroccan tourism has grown by 53%, compared to 47% for Egypt.

However, Egypt remains ahead in terms of tourism revenue, generating $17.8 billion in 2025, while Morocco totaled $14.7 billion.

A Significant Gap with South Africa

The OECD also highlights Morocco’s clear advantage over South Africa.

In 2025, South Africa hosted 10.5 million international tourists, nearly half of Morocco’s total.

Morocco also outperforms its African competitor in terms of the contribution of tourism to GDP, foreign currency earnings, and the weight of the sector in employment.

While South Africa primarily attracts visitors from neighboring countries, Morocco continues to benefit from strong demand from European markets.

A Tourism Strategy That Bears Fruit

The OECD attributes these performances to the 2023-2026 tourism roadmap implemented by the Kingdom.

This strategy is based on:

• the Go Siyaha program, aimed at supporting tourism investments;
• Moukawala Siyahia, dedicated to developing businesses in the sector;
• the Kafaa and CAP Excellence Tourism programs, focusing on human resources training;
• reforming the classification system for tourist establishments, now focused on service quality and customer experience.

These reforms enhance the sector’s competitiveness and prepare Morocco for future international events.

A Momentum to Strengthen

Despite these accomplishments, the OECD reminds us that the global tourism sector still faces multiple challenges, including geopolitical tensions, the effects of climate change, and the need for more sustainable development.

For Morocco, the challenge is to consolidate this lead by continuing to invest, enhancing the quality of the tourism offering, and strengthening the training of industry professionals.

With strong progress indicators and a clearly defined strategy, the Kingdom reaffirms its ambition to establish itself sustainably as Africa’s premier tourism destination.