The 2023-2026 tourism roadmap, whose framework agreement was signed in March 2023, provided for an allocation of MAD 6.1 billion over four years. It set targets for 2026 of 17.5 million tourists and MAD 120 billion in foreign-currency revenue.
According to the 2027 Finance Bill, the roadmap’s main targets had already been reached by 2025, with some exceeded. The document reports nearly 20 million tourist arrivals that year, against the target of 17.5 million. Foreign-currency revenue reached MAD 138.1 billion, compared with the target of MAD 120 billion.
In terms of employment, 92,000 direct jobs were created, exceeding the initial target of 80,000.
Data for the current year included in the bill show growth in tourist arrivals, overnight stays and revenue. By the end of September 2026, arrivals at border entry points had reached 15.7 million, up 5% from the same period in 2025.
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By the end of August 2026, overnight stays recorded at classified tourist accommodation establishments totaled 30.8 million, an increase of 8% year on year.
At the same date, travel receipts in foreign currency reached nearly MAD 97.9 billion, up 9.7% compared with the same period in 2025. The document says this confirms “tourism’s position among the Kingdom’s main contributors to foreign-currency revenue.”
Accommodation, investment projects and training progress
In accommodation, the Cap Hospitality program had renovated 69,000 beds and created 47,700 beds by the end of June 2026. More than 1,063 hotels in different categories had also been established under the program.
By the end of August 2026, the Go Siyaha program had selected 1,978 projects, with a contribution of MAD 574 million. Its initial target was to support 1,700 projects by the end of 2026. The selected projects include 230 investment projects, receiving MAD 407 million, and 1,748 technical assistance projects, receiving MAD 167 million.
The human capital component is based on the continuation of four programs. Cap Excellence led to the selection of 12 vocational training institutions, the introduction of a co-management model, the implementation of a management system for educational organizations, and the equipping of these institutions. Training for middle managers is delivered through the Up-Skilling Program for Middle Management, supplemented by qualifying courses and co-branded training sessions for trainers in tourism, hospitality and catering.
Ongoing training relies on the Maharati.ma online learning platform, content designed for professionals and in-person master classes. The KAFAA program certified 1,100 candidates in its first edition and 6,000 in its second, bringing the total to 7,100 certified beneficiaries.
The Moroccan National Tourism Office’s (ONMT) Light in Action strategy aims to secure more than 14.4 million airline seats in 2026, up 14.28% from 2025. According to the Finance Bill, the strategy has also helped diversify source markets and strengthen partnerships with tour operators and booking platforms. The document attributes 2.9 million clients and 10.6 million overnight stays to these partnerships, without specifying the period covered.
For international promotion, the document cites the Morocco, Land of Light campaigns, the development of digital and influencer communications, the promotion of destinations with “high potential” and campaigns linked to major events. These efforts also include managing the visitmorocco.com website and producing audiovisual and digital content.
On the regulatory front, a program to manage and monitor mystery visits has been rolled out. It forms part of the implementation of the classification system for tourist accommodation establishments under Law No. 80-14 on tourist establishments and other forms of tourist accommodation.
The Finance Bill goes beyond a numerical review and identifies several challenges facing the sector, including regional disparities in tourism offerings, weak domestic tourism, shortcomings in the quality of products and services, and limited air connectivity and marketing.
The document also points to a lack of diversification in tourism offerings, a shortage of qualified human resources and the sector’s exposure to intense international competition.
To address these challenges, the government plans to launch a new tourism roadmap. It aims to “anchor the sector’s momentum,” position Morocco among the world’s 15 most visited destinations and attract 26 million tourists by 2030. Its implementation in 2027 will focus on three priority areas.
Expanding tourism offerings and supporting investment
The first priority is to build on the achievements of the 2023-2026 roadmap through tourism development projects, support for investment by very small, small and medium-sized enterprises, and the development and promotion of tourist villages. The document states that reaching 26 million visitors by 2030 “first requires an expansion of the tourism offering and sustained support for investment.”
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Two directions have been identified. The first focuses on developing an “environmentally friendly” tourism industry, linked to job creation, technological innovation and the competitiveness of tourism products, with the aim of attracting more domestic and international visitors. The second seeks to accelerate entertainment and leisure projects by supporting and monitoring investors, while continuing to provide technical and financial assistance to regions to complete their tourism development programs.
The Moroccan Society for Tourism Engineering (SMIT) also plans to complete its tourism development program for 16 rural villages in 2027, at a cost of MAD 188 million. The program includes kiosks and information centers, viewpoints, rest areas, parking facilities, landscaping, signage and support for private projects.
Promotion, air connectivity and domestic tourism
In 2027, ONMT will continue its promotional strategy in line with the Tourism Vision 2030. Its first listed action is to meet the target for the 2026-2027 winter season, set at 1.4 million clients, representing 20% growth and 5 million overnight stays. The office also plans co-marketing campaigns to support the commercial efforts of tour operators (TOs) and online travel agencies (OTAs) in target markets, consolidate priority markets and diversify its portfolio of tour operators, with a focus on specialized operators.
The air connectivity component focuses on adding capacity by increasing the number of contracted seats, opening new routes and expanding the markets served. Targets for 2027 will be contracted during the first quarter, based on the 2026 reference target of 14.4 million seats.
The bill specifically names several airlines. To “anchor Ryanair in the air transport ecosystem,” it provides for the signing of a five-year memorandum of understanding with the airline. The agreement will cover the strengthening of secondary airports, the deployment of aircraft based in Morocco and increased support for domestic operations. Multi-year framework agreements with Wizz Air, Vueling and Transavia are intended to consolidate the markets of Central and Eastern Europe, the Iberian Peninsula and the Benelux countries.
The Finance Bill also provides for stronger European connectivity through increased frequencies on established routes and the diversification of source markets. It also aims to structure the development of long-haul routes to the United States by consolidating existing routes and expanding the portfolio of airline partners. Finally, it identifies markets with “high volume potential,” including efforts to tap into China’s four major source markets and prepare to enter the Indian market.
On the marketing and digitalization front, the document announces stronger support for domestic tourism and event-based promotion. This will include continuing the Ntla9awfbladna campaign, supporting major sporting and cultural events and implementing regional promotional plans.
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Employment and training
The third priority aims to improve the employment integration rate and provide quality training in partnership with industry professionals, “according to a model adapted to the specific characteristics of the sector.” The four programs under the human capital component of the roadmap, namely Cap Excellence, Middle Managers, Excellence in Continuing Education and KAFAA, will continue and be made permanent in 2027.
The government also plans to consolidate the repositioning of the Higher International Institute of Tourism in Tangier, which recorded 883 enrolled students in 2025 and offers seven courses, as well as that of the institutes in Touarga, Tangier and Ouarzazate. The bill sets a target for women to account for 50% of students enrolled in hotel and tourism training institutions in 2027.
