Morocco has for centuries been a land of travelers, explorers, and storytellers. As early as the 14th century, Ibn Battuta, the famous son of Tangier, embodied this tradition like no other. Over 29 years, he journeyed more than 120,000 kilometers across Africa, Asia, and Europe, recording his experiences in the legendary travel account Rihla. This work is far more than a dry chronicle: it combines poetic observations with precise descriptions of foreign cultures, landscapes, and societies. To this day, Ibn Battuta’s legacy shapes Morocco’s self-image as an open-minded nation full of curiosity and a passion for travel. His ability to build social networks and gather knowledge from around the world shows that Moroccan travel culture has always thrived on exchange and dialogue.
This openness was never merely a historical episode. Over the centuries, Morocco and its cities have attracted writers, artists, and philosophers from around the world who immortalized the country in literature and art. Paul Bowles settled in Tangier in 1947 and, through novels such as The Sheltering Sky and his ethnomusicological recordings, introduced Morocco to Western audiences. Pierre Loti captured his impressions in Au Maroc in 1890. Elias Canetti created a masterpiece of literary travel observation with The Voices of Marrakesh. Visual artists such as Eugène Delacroix and Henri Matisse were equally inspired by Morocco’s colors and light. More recently, Austrian multi-artist André Heller created the ANIMA Garden near Marrakesh, an extraordinary project weaving together nature and contemporary sculpture. This diversity of voices and styles demonstrates that Morocco has long been a cultural crossroads—a country that preserves tradition while welcoming creative impulses from abroad.
For travelers, Morocco offers a unique opportunity for a profound, holistic experience. Engaging with the nation’s history, immersing oneself in its diverse natural landscapes, and exploring its vibrant arts scene merge into a single, unified world of the mind and spirit. Here, intellectual discovery and sensory exploration blend seamlessly, allowing visitors to encounter the country in a way that nourishes both curiosity and contemplation.
Today, Morocco again stands at a turning point in its tourism development. After a record year in 2024 with around 17.4 million visitors—a 20 percent increase over the previous year—the country recorded 8.9 million international arrivals in the first half of 2025. The goal is to welcome around 26 million guests by 2030. Yet Morocco is not focused on growth alone. The national Tourism Roadmap 2023–2026 lays out a clear strategy for sustainable, high-quality tourism. Plans include expanding air transport connections, investing in tourism infrastructure, implementing targeted digital strategies, and adopting a holistic “experience” orientation modeled on successful examples such as Portugal, Turkey, and Greece. Nine thematic sectors—from culture and trekking to beaches, deserts, and oases—along with five cross-sector areas such as gastronomy, festivals, handicrafts, sustainable development, and alternative accommodations aim to set new standards.
This strategy seeks to avoid mass tourism and place guests at the center of an authentic experience. Sustainability is paramount: from improving hotel quality to promoting regional products and strengthening traditional crafts. The establishment of a national tourism committee led by the Prime Minister ensures a modern governance structure that takes regional particularities into account and establishes ecological standards.
At the same time, Morocco offers investors a dynamic environment that supports the transition to a digital future. A young, tech-savvy population, growing start-up scenes in Casablanca and Rabat, and government programs such as “Startup Venture Building” within the Digital Morocco 2030 strategy create incentives for innovative business models—such as AI-powered travel start-ups that can make sustainable offerings even more efficient. The challenge for new travel platforms will be not only to use AI, but also to tell Morocco’s stories authentically and explain their cultural backgrounds. To reveal Morocco’s depth, one must truly understand the country. In this sense, Morocco is a showcase for a modern, sustainable travel industry of the future.
Morocco thus shows that tradition and modernity are not mutually exclusive. On the contrary: the combination of Ibn Battuta’s spirit of curiosity, the literary and artistic resonance from around the world, and a forward-looking, sustainable tourism policy makes the country an ideal destination for travelers who value culture, nature, and human encounters equally. Morocco remains a land full of stories—and with its sustainable tourism strategy, it is writing the next chapter in its rich travel literature.