Morocco’s National Tourism Office (ONMT) entered 2026 on the back of strong tourism growth. The country recorded nearly 20 million arrivals at its borders in 2025, up 14% from 2024. Tourism receipts rose 21% to MAD 138.1 billion, while overnight stays in classified tourist accommodation exceeded 43.4 million, an increase of 9%, according to the report on public institutions and state-owned enterprises accompanying the draft 2027 Finance Bill.
Meanwhile, ONMT invested MAD 1.83 billion in 2025 against a planned budget of MAD 2.48 billion, representing an execution rate of 74%. The government supported this spending with MAD 1.4 billion in capital transfers to the agency during the year.
MAD 727 million invested in the first half of 2026
By the end of June 2026, ONMT had invested MAD 727 million. Full-year projections put spending at MAD 2 billion, while updated estimates in the report’s annex give a more precise figure of MAD 2.016 billion.
Revenue from the tourism promotion tax is also expected to increase in 2026. The report forecasts MAD 400 million in receipts, up from MAD 242 million in 2025. That anticipated rise will contribute to an overall increase in revenue from earmarked levies, projected at MAD 7.059 billion in 2026, 6% higher than in 2025.
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For 2027, ONMT plans to invest MAD 2.217 billion across five priorities. The first is developing new air routes, followed by stronger partnerships with tour operators and airlines. The agency also intends to accelerate its digital transformation, diversify its priority markets and introduce an integrated marketing strategy to make Morocco more competitive as a tourist destination.
ONMT is implementing its Light in Action plan, aligned with Morocco’s 2023–2026 tourism roadmap. In 2025, it rolled out the Morocco, Land of Light strategy, diversified its target markets, strengthened digital marketing and promoted destinations across the country. The agency also ran its Morocco, Land of Football campaign around the 2025 Africa Cup of Nations and continued Ntla9awfbladna, its campaign to promote domestic tourism.
Under its From Strong to Stronger strategy, ONMT aims to build on the expansion of its promotional activities and help Morocco reach its national target of 26 million tourists by 2030, compared with nearly 20 million arrivals in 2025. On the supply side, the Moroccan Agency for Tourism Development (SMIT) is supporting the expansion and modernization of tourist accommodation. It helped create 47,700 additional beds between 2020 and 2025, including 8,400 in 2025.
