The Kingdom could attract 17 million visitors by 2026, despite a difficult global economic situation, according to Fitch Solutions.
The Moroccan tourism sector recorded a notable performance in 2023, according to figures from the Ministry of Tourism, Crafts and the Social and Solidarity Economy. The authority even used the term “historic record” when referring to the 14.5 million visitors to the national territory last year, an increase of 34% compared to 2022. After having endured a difficult episode during the health crisis, this sector, which constitutes an engine of national economic growth, is in the process of rising from its ashes. To encourage this dynamic, the authority is increasing its efforts to achieve an ambitious objective of 17.5 million tourists by 2026, within the framework of the new strategic roadmap for tourism 2023-2026. In the same vein, a recent report published by the “Fitch Solutions” agency predicts that the number of tourists visiting Morocco will continue its upward trend during the period 2024-2028. Entitled “Morocco Tourism Report”, this document reveals that the Kingdom will experience a significant tourist influx by 2026, estimated at 17 million visitors, slightly less than the objective set by the executive. According to the authors of this report, this represents an average annual growth rate of 4.4% during the forecast period 2024-2028. In addition, the same source indicates that in the medium term, during the same period mentioned above, visitor levels will be doubly supported thanks to growth induced by the European markets of tourists coming to Morocco. However, short-term risks for the future of the Moroccan tourism sector could be caused by weak economic growth in Europe in 2024, in addition to the high cost of living linked to more severe credit conditions. Consequently, this situation would push consumers to reduce the duration of their trips and favor short holidays. Despite these parameters, the report states that Morocco “remains a quality destination at relatively affordable prices, making it attractive to European consumers looking to reduce their travel budget.” A brand in its own right The other important observation highlighted in the said report concerns the markets which contribute on a large scale to the evolution of tourist activity in Morocco: “European markets, such as Germany, Italy, Spain, the United Kingdom and the Netherlands represent the majority of visitors to Morocco, with Marrakech and Agadir maintaining their status as unbeatable destinations, particularly in winter, for European travelers.” The Kingdom also represents “a popular destination for travelers from Middle Eastern markets, such as Saudi Arabia and the United Arab Emirates, who are primarily looking for luxury and entertainment tourism experiences,” it said. For Mohamed Semlali, president of the National Federation of Associations of Travel Agencies of Morocco (FNAVM), the tourism industry in Morocco has moved from amateurism to professionalization. Indeed, the Moroccan destination currently represents a brand in its own right. And this, thanks in particular to the efforts made by the various stakeholders to raise the national tourism offer to a higher level. “If tourists come more and more to our country, it is to discover the riches and potential that the Kingdom has. Tourism in Morocco should not be concentrated only in Marrakech, Agadir and Tangier. It is time for all regions to be highlighted, thanks to real involvement on the part of elected officials who must work hand in hand to attract more tourists. To support these changes, it is necessary “It is hoped that air travel will follow, to which RAM aims to respond by doubling its aircraft capacity by 2025,” underlines the president of the FNAVM. The latter also emphasizes the importance of inter-professional solidarity between travel agencies, tourist guides, hoteliers, tourist transporters, tourist restaurateurs, etc. The aim is to work collectively for the development of national tourism. According to forecasts established by Fitch Solutions, Morocco is in a position “allowing it not only a complete tourism recovery compared to the pre-pandemic level, but also to provide encouraging prospects for the years to come, despite European economic challenges and global constraints”.
