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Agadir – Morocco’s National Tourism Office (ONMT) is entering 2026 with renewed confidence and ambitious targets following an exceptional performance by the tourism sector in 2025.
The ONMT Board of Directors met on January 27, under the chairmanship of Minister of Tourism, Handicrafts, and the Social and Solidarity Economy Fatim-Zahra Ammor, to review the 2025 results and approve the action plan and draft budget for 2026.
The minister emphasized in her opening remarks that “what we are observing today in tourism is not circumstantial, but structural.” She recalled that since 2021, the government has taken bold decisions under the leadership of King Mohammed VI, and the 2023-2026 roadmap is a “concrete illustration” of this.
“Our objective is to build a high-performing, sustainable tourism sector that is above all beneficial to all Moroccans, across all regions, in both urban centers and rural territories,” she added.
High figures in 2025
In 2025, Morocco welcomed nearly 20 million tourists, an increase of 14% compared to 2024. Tourism revenues reached MAD 124 billion by the end of November, up 19%, while total overnight stays rose by 9%.
These figures, driven by ONMT putting the government’s roadmap in action, continue to position Morocco amongst the most competitive destinations in Africa.
Air connectivity played a strategic role in this momentum. Last year, airline capacity went up by 12%, reaching more than 12 million seats. Morocco continued to strengthen partnerships with international airlines, launching new long-haul routes such as, notably, Atlanta–Marrakech. Furthermore, more airlines established bases in the country, enhancing Morocco’s accessibility and tourism draw.
Elevating Morocco’s tourism visibility
The ONMT Board also noted progress in tourism marketing, adding that they are increasingly relying on digital, data-driven strategies. Described as their “world class marketing” approach, they combine multichannel campaigns, influencer marketing, and high-value content to enhance Morocco’s international visibility.
This strategy was further reflected in a series of high-impact initiatives linked to major cultural, sporting, and institutional events supported by ONMT. In 2025, the “Morocco, Land of Football” campaign, rolled out during the Africa Cup of Nations (AFCON), illustrated the effectiveness of the Office’s integrated strategy in elevating Morocco’s assets as visitors from all over Africa gathered in the country.
At the end of the meeting, the Board of Directors approved the 2026 Action Plan and the associated draft budget, aligned with the objective of reaching 26 million tourists by 2030, accelerating digitalization – particularly the integration of artificial intelligence – and promoting responsible, sustainable, and value-creating tourism growth.
Building on these results and this strategic vision, ONMT enters 2026 with confidence and ambition, determined to help transform tourism performance into a sustainable driver of attractiveness and international influence for Morocco.
