In full swing, Morocco sets the bar high: Achraf Fayda, director of the ONMT, aims to attract 10 million French tourists by 2030. Driven by double-digit growth and the momentum of the World Cup 2030, the destination focuses on more air connections, modernized airports, and an extended TGV to make “exotic and close” escapes accessible within 3 hours of flight. The goal: to turn around a country already favored by 5.8 million French visitors in 2024, by multiplying authentic experiences, from riad to desert and along the Atlantic.
XXL Ambition south of the Mediterranean: Morocco is rolling out a turbo plan until 2030 to welcome 10 million French tourists. At the helm, Achraf Fayda, director of the Moroccan National Tourist Office (ONMT), is relying on a mix of infrastructure (modernized airports, extended TGV), major events (from the CAN to the World Cup 2030), and signature experiences (from desert to surf, from riads to kasbahs). The objective: to transform a destination already favored by 5.8 million French visitors in 2024 into the top getaway outside Europe, while preserving authenticity and ecological footprint.
The scene is set: after a rapid post-Covid restart and a symbolic milestone of 17.4 million foreign visitors in 2024, the Kingdom is accelerating. French travelers already represent the largest foreign clientele – 5.8 million visitors – but still account for only about 9% of the international outbound market. The moral: there is a huge margin for improvement within reach.
The argument is compelling: just three hours of flight away, exoticism without a time difference, linguistic affinities, and a wide range of experiences as diverse as a souk in Marrakech. From families to couples, from nomadic travelers to luxury enthusiasts, everyone finds happiness there – from surfing in Dakhla, to golf on intelligently irrigated greens, and heritage interludes.
On the aviation front, the strategy is clear: multiply point-to-point connections. Six major French regions are already well-connected (Paris, Marseille, Lyon, Nantes, Bordeaux, Toulouse), and the network is expanding with smaller airports – the Deauville–Marrakech route is a prime example. To soothe post-Covid pricing, the ONMT is boosting the supply of routes and seats to allow the market to self-regulate. In high season, the average ticket to Morocco hovers around €350, often lower than to Greece or Egypt.
On land, it’s just as spectacular: airport capacity is set to more than double by 2030, reaching around 70 million passengers, with Casablanca as a mega-hub serving nearly 40 million. The platforms in Agadir, Fez, Marrakech, Rabat, and Tangier are getting a makeover, while high-speed trains will better connect the territory: the extension of the TGV Tangier–Casablanca is expected by 2029, and urban transport (train, tram, bus) is improving.
The Kingdom wants visitors to come, return, and reinvent themselves there. To the north, the focus is on Tétouan and the very chic Tamuda Bay – a combo of high-end hospitality, golf, and gastronomy. To the east, the Oriental region is speeding up, with Saidia and the recent opening of a club by Fram. To the south, the wave of Dakhla attracts surfers and kitesurfers, while Ouarzazate and Errachidia capitalize on the allure of the desert – the “rising Ouarzazate” plan is already making headlines. To grasp the full extent of this rise on the international scene, a look at this analysis on Moroccan tourism on a global scale is essential.
The core idea: offer “collectible” experiences – intimate riads, characterful kasbahs, clubs for fun-seeking tribes, and tables where Moroccan cuisine shines. The “experiential” trend even opens up to playful and narrative niches (like ghost tourism in Savannah), a new proof that travelers now enjoy living stories, not just ticking boxes.
In the rearview mirror, an achievement: the semi-final of the Lions of the Atlas at the 2022 World Cup sparked imaginations. Ahead, a highway of events: the Africa Cup of Nations as a precursor, followed by the World Cup 2030 co-hosted with Spain and Portugal. Twelve FIFA-branded events by then will put the infrastructure to the test – stadiums, airports, logistics – already being trialed with construction projects that sometimes outpace the timeline. The match in Rabat against Niger gave a taste of what’s to come.
Beyond football, major cultural, sporting, and… digital events contribute to the same attractiveness dynamic. The rise of video games and esports is prompting destinations to rethink their events and venues, as shown in this study on the impact of video games and esports on tourism. A new avenue for expression for a Morocco that enjoys teamwork.
Targeting growth that remains human. Today, about 20% of arrivals come through organized trips, often focused on culture and heritage, while nearly 80% of visitors come as individuals – a guarantee of encounters and authenticity. No frenzied “all-inclusive” giants: the Moroccan approach prioritizes a variety of accommodations and the upgrading of standards. With an average occupancy rate of around 52%, the country could absorb up to 25 million tourists without building new beds, provided existing resources are optimized.
On the ecological aspect, the roadmap is clear: aim for around 52% of green energy (photovoltaic, wind, hydropower) by 2030, rely on desalination units on two maritime fronts, promote good hotel practices (reasonable linen management, water savings), and irrigate 90% of golf courses with treated wastewater – this is already the case in Marrakech and up to Assoufid, on the doorstep of the desert. These investments, rooted in communities, highlight the importance of planning, like a well-managed territorial investment project.
On the marketing front, the ONMT made waves at the IFTM (Paris) with an XXL stand, a nod to the country’s appetite. France remains the cornerstone of the strategy: the leading source market, unmatched proximity, cultural affinities. To better “weave” through France, the roadmap includes connections from regional airports – the idea is to bring Morocco to the doorstep of every traveler. Specialized fairs play a role as amplifiers in these conquest strategies, as evidenced by the example of the Tourism Fair in Mayotte, showcasing how destinations sharpen their brand narratives.
The message is clear: from the Rif to the , from Tangier to Dakhla, Morocco rolls out a red carpet made of experiences, connections, and hospitality. And when the passion for travel meets meticulous organization, the goal of 10 million French visitors by 2030 seems less like a dream… than an ongoing reservation.
