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Destination Market Insights: Morocco - Analysis of source markets, infrastructure and attractions, risks and opportunities

Destination Market Insights: Morocco - Analysis of source markets, infrastructure and attractions, risks and opportunities


Morocco is one of Africa’s leading tourist markets, with more than 10 million visitors in 2016. The country aims to grow the industry significantly, with the Moroccan Department of Tourism’s 2020 Tourism Strategy hoping to double the size of the tourist industry, and make Morocco one of the top 20 tourist destinations in the world. As tourist numbers rise quickly, there has been a consequent surge in hotel construction. Between 2016 and 2021, the number of hotels in Morocco is expected to increase by 30.8%.

France is by far the largest inbound market for tourists to Morocco, accounting for 36.1% of arrivals in 2016, followed by Spain (14.5%). Similarly, France is the largest outbound market for Moroccans. The main purpose for tourism to Morocco is currently visiting friends and relatives (VFR), accounting for 48.2% of arrivals in 2016.

In 2016, 74.7% of arrivals were from Europe, with the largest inbound markets being France, Spain, and the UK. However, the country has recently attempted to diversify its inbound market, and in 2016 witnessed a significant jump from tourist markets outside of Europe, including China, Japan, South Korea, Brazil and Russia.

Morocco’s largest inbound markets (France, followed by Spain, the UK and Belgium) have been badly affected by the recent occurrences of terror attacks in Europe. Witnessing these events in their home countries could instill a higher level of cautiousness in travelers when deciding where to visit; if tourists from these countries view Morocco as unsafe this will negatively impact Morocco's tourist industry.

The report Destination Market Insights: Morocco provides in-depth analysis of a tourist destination, in this case for Morocco. The report explores the locations largest inbound tourist markets, infrastructure and attractions, as well as risks and opportunities. The report provides clear insight into current and future tourism developments in the country.

Companies mentioned in this report: Qatar Airways, Ryanair, Hyatt, Radisson, Movenpick Hotels & Resorts, Air France, Wizz Air, Hilton, Four Seaons, Mandarin OrientalScope

  • The number of international arrivals will have grown by 33.3% between 2010 and 2020. France is the country’s largest inbound market, but the number of Chinese arrivals is growing quickly.
  • The number of hotels in the country is expected to increase by 5.5% (CAGR) between 2016 and 2021: the largest increase is in the luxury hotel market which is expected to experience growth of 8.3% CAGR between 2016 and 2021.
  • Marrakech is the most popular tourist destination in the country, comprising 34.5% of total overnight stays in Morocco in 2016. Thus, the city is home to a large share of tourist related construction projects, including numerous hotel projects and a new airport which is due to open in 2030.
Reasons to buy
  • This report provides clear insight into developments in a fast growing tourist market.
  • The report uses data and analysis to explore future trends related to international arrivals, airlines, and hotel developments.
  • The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.

Key trends and new developments
Source markets
Main source markets
Source markets in focus
Infrastructure and attractions
Case study: Marrakech
Case study: Agadir
Risk analysis
Market risks and opportunities
Terminology and definitions
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