Massive investments in infrastructure, air connectivity and hospitality ahead of the 2030 World Cup
With strong momentum and ambitious goals, Morocco is aiming to be among the top 10 global tourist destinations by 2030 – the year it will co-host the FIFA World Cup with Spain and Portugal.
“We are already the leading tourist destination in Africa,” said Meryem Bennouna, director of the Moroccan Tourism Office for the United Kingdom, Ireland and Scandinavia. “There is a significant gap between Morocco and the second-largest African country, Egypt. Our next goal is to be among the top 10.”
In 2024, the country welcomed 17.4 million international visitors, compared to Egypt’s 15.78 million, a 20% increase – the highest in its history. The upward trend continued in 2025, with 13.54 million arrivals by the end of July, 15% more than the previous year. The country’s main markets remain France, Spain, the UK, Italy and Germany.
In the case of the UK, arrivals increased by 25% by August, while weekly flights almost doubled in a year, with 14 regional airports now connecting directly to Moroccan destinations. British Airways’ new Gatwick-Rabat service also begins in November.
However, to reach the coveted top ten, Morocco will need to exceed 36 million international visitors, a number that in 2024 ranked Greece in 10th place worldwide.
Investments in infrastructure and connectivity
The preparation for the World Cup is accompanied by major infrastructure projects:
- Airport expansions and new highways,
- A high-speed rail line that will connect Kenitra with Marrakech via Casablanca, drastically reducing travel times.
At the same time, a boom in luxury hotel investments is underway:
the Four Seasons Rabat at Kasr Al Bahr, the Park Hyatt Marrakech and the Ritz-Carlton Rabat Dar Es Salam opened in 2024, while the Waldorf Astoria Rabat Sale, LXR Casablanca, Hilton Rabat and Curio Collection Rabat & Casablanca are planned for 2025–2026.
“The fact that high-end international chains are competing to open in the country shows their faith in the future of Moroccan tourism,” notes Bennouna.
Global institutions as a lever for development
The government and the Tourism Office are using the World Cup as a catalyst to upgrade the overall visitor experience, aiming to align Morocco’s hospitality standards with those of its European co-hosts.
In addition to the World Cup, the country will host the Africa Cup of Nations in December and G Adventures’ GX Summit in 2026, strengthening its position in the adventure tourism sector as well.
New promotion strategy
For 2026, Morocco is focusing on a promotion strategy through influencers, aiming to highlight the diversity of the destination.
“Many travelers only know Morocco as a cultural destination,” says Bennouna. “Few know that we have 3,500 kilometers of coastline on the Atlantic and Mediterranean, with countless pristine beaches.”
The new destination narrative emphasizes diversity – mountains, deserts, coasts and local festivals. Golf tourism also shows great promise, with 45 courses in unique natural landscapes, from coastal areas to inland.
Despite rapid development, Bennouna insists that the country maintains balance and sustainability.
“Morocco is far from being in danger of overtourism. New roads are bringing tourism to rural communities, while traditional Kasbahs are providing employment to local residents. Tourism supports women’s cooperatives that produce argan, rose and saffron – ensuring that development truly benefits local communities.”
Presence at international exhibitions
The Tourism Office places particular emphasis on international tourism exhibitions. At WTM London 2025, Morocco’s stand is expanded, with culinary demonstrations, artisans and a kaftan display.
“In 2026, we will go even further, with a multi-sensory experience zone, following the trend for more experiential travel,” said Bennouna.
In summary:
Morocco aims to double international arrivals by 2030, capitalizing on the international momentum of major sporting events, extensive infrastructure investment and strong air connections. With balanced development, support for local communities and a strong promotion of its authentic identity, the North African kingdom aspires to establish itself as a leading world-class destination.
