Lessons for Nigeria as Morocco rakes in $11bn from tourism

Morocco welcomed 17.4 million visitors in 2024, marking a 23 percent increase in foreign arrivals compared to 2023. This surge propelled the North African country to a record $11 billion in tourism revenue, achieving a set target two years ahead of schedule.

This performance ensured that the country surpassed Egypt (15.7 million visitors) for the first time and Tunisia, which welcomed nearly 10 million visitors in 2024.

According to the Moroccan tourism ministry, 8.8 million of these visitors were foreign tourists, up 23 percent from 2023.

“Morocco is making a big splash as a travel destination in 2024,” the ministry said, adding that the country has “already reached our ambitious goal originally set for 2026.”

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Officials attribute this success to strategic investments and continuous efforts by stakeholders in the country’s vital tourism sector. The North African country’s appeal extended globally, with notable growth in visitors from the United Kingdom, where arrivals increased by 18 percent in early 2024. The availability of direct flights from 14 UK cities further enhanced accessibility, making it easier for travellers to visit.

Morocco offers visitors a wide variety of experiences, from the vibrant ‘souks’ of Marrakech to the scenic trails of the High Atlas Mountains.

In 2024, tourists also enjoyed Agadir’s beaches and golf courses, explored the whitewashed medinas along the Atlantic coast, or relaxed in the Mediterranean resorts. The country’s cultural hubs, such as Fez, Rabat, and Casablanca were popular destinations.

The rise in tourism can also be attributed to significant investments in new flights and routes, along with a growing focus on the country’s cultural and creative industries. The recent inauguration of the Grand Theatre in Rabat has the potential to become “as iconic as the Sydney Opera House.”

As a host of major sporting events, Morocco aims to extend its lead over competitors. The Africa Cup of Nations (AFCON), set for December 2025, is expected to drive increased tourism, with the country targeting 18.5 million visitors.

Several cities are expanding their tourism infrastructure. Rabat, for instance, plans to triple its current 11,000 hotel beds by 2030 while diversifying its leisure offerings.

Morocco’s cinematic appeal further strengthens its tourism industry. Ouarzazate, often called the ‘Hollywood of Africa,’ has become a favoured location for top directors like Ridley Scott, Martin Scorsese, and David Lean.

Lessons for Nigeria

Nigeria generated $44 million from hotels, with short-let apartments bringing in $13 million from bookings. Similarly, tourism and entertainment sectors generated $71.6 million during Detty December in Lagos State in December 2024.

Ojie Imoloame, co-founder of Offering Basket, an investment vehicle for the entertainment industry, noted that the success of Detty December should influence conversations around the need for greater real estate investments for entertainment and tourism.

“It is time to have more conversations with the government on subsidised investments in areas like real estate for the entertainment sector. This includes theater and tourism, especially after the success of Detty December,” he said.

Nigeria can draw valuable insights from Morocco’s success in strengthening its tourism sector. Experts suggest the country should invest in developing and promoting a wider range of attractions beyond entertainment-focused events.

While ‘Detty December’ showcased the potential of the entertainment sector, the country needs to diversify its offerings beyond music festivals and cinemas, as suggested by Imoloame.

This could include investing in real estate infrastructure for historical sites, national parks, cultural experiences, and adventure tourism.

Experts say Nigeria can improve its tourism infrastructure and accessibility. Morocco’s success was partly due to its significant investments in new flights and routes, making it easily accessible for travellers from different countries.

They add that Nigeria can benefit from a similar approach by enhancing transportation networks, including airports, roads, and public transit, to facilitate easier travel. Additionally, investments in high-quality accommodation and tourist facilities, as suggested by Imoloame, can improve the visitor experience and encourage longer stays.

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Analysts also say Nigeria should actively promote its tourism potential on the global stage.

“Morocco’s targeted investment and marketing strategies played a crucial role in attracting visitors,” one entertainment expert said.

The expert said Nigeria can learn from this approach by launching comprehensive marketing campaigns, highlighting its unique attractions and experiences. He noted that collaborating with international travel agencies, airlines, and media outlets can increase visibility and attract more tourists to Nigeria.

But the government has a role to play. Experts say federal and state governments can provide subsidies and incentives for tourism-related businesses to stimulate growth in the sector.