Morocco tourism reaches record highs driven by culture and heritage

Morocco is experiencing a significant surge in tourism, welcoming nearly 20 million visitors in 2025 and generating approximately 138 billion dirhams in revenue. The sector supported nearly 894,000 direct jobs. By the first five months of 2026, the country had already recorded 7.7 million international visitors, setting new records.

Cultural and historical sites remain central to the Moroccan experience. In Marrakech, key attractions include the Jemaa el-Fnaa square, the labyrinthine souks, Bahia Palace, and the Majorelle Gardens. The city's history dates back to its founding in 1071 by Yusuf ibn Tashfin of the Almoravid dynasty.

Beyond landscapes, the country's tourism is increasingly defined by its people, particularly women who are transforming traditional crafts, culinary arts, and hospitality into successful enterprises. From artisans in the medinas of Marrakech and Fes to mountain village guides, women are playing a vital role in connecting heritage with modern economic opportunity.