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Air
More than 90% of international arrivals. Open Sky policy, over 150 direct routes, and rising low-cost capacity toward Europe, Africa, Asia, and the Americas.
All projects
2025Study co-author
Benchmarking Moroccan tourism
Morocco / Portugal, two visions for 2030
Comparative studyVision 2030Strategy
The project
Tourism accounts for roughly 7.3% of Moroccan GDP and generates close to 113 billion dirhams in receipts, supporting about 1.5 million jobs of which 550,000 are direct. It is an economic pillar and, through the foreign currency it brings in, a question of economic sovereignty.
The study sets Morocco's trajectory against Portugal's, a mature European destination with more advanced tourism governance and innovation. The aim is twofold: assess Morocco's performance through international comparison, and measure the gaps to close in order to improve competitiveness.
The work covers tourism performance, air, land, and maritime connectivity, infrastructure and hosting capacity, then a global diagnosis of the offer, before comparing Vision Tourism Morocco 2030 with the Turismo 2030 strategy and drawing recommendations.
The weight of Moroccan tourism
7.3%
of national GDP in 2024
113 Bn
dirhams in receipts in 2025
1.5 M
jobs, of which 550,000 direct
300,000
classified beds in the hotel stock
Accessibility and connectivity
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Land
Africa's first high-speed rail line with Al Boraq, more than 1,800 km of motorway, and modernised coach stations.
03
Maritime
Tanger Med and Tangier City, with cruise tourism driven by the ports of Casablanca, Tangier, and Agadir.
Global diagnosis of the offer
| Pillar | Current state | Strategic challenge |
|---|---|---|
| Logic of the offer | Shift from destination-based to sector-based offers | Personalise the journey to raise average spend |
| Product mix | Beach and sun dominant, challenged by MICE and gastronomy | De-seasonalise and fill hotels year-round |
| Digital lever | Direct booking and the Go Siyaha programme digitising SMEs | Reduce dependence on foreign tour operators |
| Leisure & entertainment | Historic shortfall in theme parks and nightlife | Turn the passive visitor into an actor in their stay |
Two contexts, two challenges
Morocco
- A crossroads between Europe, Africa, and the Mediterranean
- Strong territorial and cultural diversity
- A destination still in its structuring phase
- Challenge: move upmarket and strengthen sustainability
Portugal
- European Union member with mature tourism
- Strong international destination image
- Advanced governance and innovation
- Challenge: protect competitiveness while managing impacts
The presentation
Walk through the deck, slide by slide.
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