Morocco's Booming Tourism Landscape
On June 18, 2026, Fatima Zahra Amour, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, announced that Morocco welcomed nearly 20 million tourists in 2025, generating a remarkable 138 billion dirhams in tourism revenue. Speaking at the 11th Mediterranean Tourism Forum, "Medi Tour 2026," held in Agadir, Amour highlighted the transformative impact of King Mohammed VI's leadership on the country's tourism sector. Since 2019, Morocco has climbed 12 positions in the global tourism destination rankings, affirming its status as a key player in the Mediterranean tourism landscape.
Amour emphasized that this dynamic growth positions Morocco as a reliable partner in collective initiatives aimed at advancing Mediterranean tourism. The forum, organized by the Chamber of Commerce, Industry, and Services of the Souss-Massa region in collaboration with the Association of Mediterranean Chambers of Commerce and Industry (ASCAME), showcased the Mediterranean basin as the world's leading tourist region, attracting approximately 460 million international tourists annually, accounting for about 30% of global tourism activity. Notably, around 60% of tourists visiting Morocco hail from Mediterranean countries, underscoring the region's significance.
Addressing Common Challenges in Mediterranean Tourism
During her address, the minister underscored the shared challenges faced by Mediterranean tourist destinations, which include adapting to climate change, conserving natural resources, and navigating the transformations brought about by digitalization and artificial intelligence. Additionally, she stressed the importance of ensuring a more equitable distribution of tourism revenues for the benefit of local communities and regions. The forum will delve into several strategic topics, including competitiveness and sustainability of Mediterranean destinations, tourism investment, air and maritime connectivity, innovation, artificial intelligence, and the blue economy, as well as the impact of major international events on the evolution and transformation of tourist destinations.
As reported by ar.le360.ma.
