Morocco has experienced a significant increase in tourism, welcoming 16.6 million visitors during the first ten months of 2025. This represents a 14% rise compared to the same period in the previous year, as revealed by Fatim-Zahra Ammor, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy. The announcement was made during an event held in Casablanca, where she emphasized the positive momentum in the sector.
The growth is attributed to the tourism strategy launched in 2023, which has attracted both local and international investors. Ammor highlighted this development during the signing ceremony of a letter of intent between the Alliances Group and Rixos Hotels. The collaboration aims to bring a new level of luxury and all-inclusive experiences to Morocco.
According to UN Tourism rankings, Morocco has climbed to the 13th position among the world’s most dynamic tourist destinations. This achievement reflects the country’s growing appeal and efforts to enhance its global presence. Since 2023, Morocco has significantly expanded its accommodation capacity by adding 43,000 new beds, further supporting the tourism industry.
Ammor praised the strategic partnership between the Alliances Group and Rixos Hotels, which introduces the Luxury All-Inclusive concept to Morocco. This initiative offers an immersive and high-end experience, leveraging the expertise of a global leader in festive hospitality. The project, with an investment of approximately 1.5 billion dirhams (MMDH), is expected to generate thousands of direct and indirect jobs, showcasing the combination of international expertise and Moroccan craftsmanship.
The signing ceremony, attended by Imad Barrakad, Director General of the Moroccan Society of Tourism Engineering (SMIT), also focused on three major tourism projects:
- Rixos Marrakech: Spanning 26 hectares, this project will feature 400 rooms and 60 villas.
- Aliée Marrakech: Covering 14 hectares, it will include 150 rooms and 50 villas.
- Rixos Lixus – Larache: Located on 7.5 hectares, this site will have 400 rooms.
These developments align with Morocco’s broader vision to strengthen its international appeal and offer a premium, family-friendly, and experiential tourism experience. The country is preparing for the 2030 World Cup, and these projects are part of a larger effort to position Morocco as a top-tier destination for travelers seeking unique and high-quality experiences.
The success of these initiatives highlights the importance of public-private partnerships in driving sustainable growth in the tourism sector. By investing in infrastructure, promoting cultural heritage, and enhancing visitor services, Morocco is setting the stage for continued success in the global tourism market.