The German Tourism Market in Morocco in 2025: Opportunities and Challenges
In 2025, Morocco is experiencing a significant increase in the number of German tourists. According to the Tourism Observatory, arrivals from Germany grew by 29% in 2024, reaching 361,116 visitors. However, despite this growth, the country is still struggling to return to pre-pandemic levels of visitor numbers and profitability. This article explores the evolution of the German tourism market in Morocco, the challenges to overcome, and the strategies implemented to boost this key segment.
Overview of German Tourism in Morocco
This section provides a general overview of statistics regarding the number of arrivals and overnight stays recorded between 2018 and 2023.
Key Statistics
- Number of arrivals: 361,116 German tourists in 2024 (+29% compared to 2023).
- Overnight stays: Estimated at 1.1 million in 2024, still far from the peak of 1.8 million in 2018.
- Market evolution: After a drastic decline in 2020 (38,894 arrivals), the recovery is visible but gradual.
Source: Tourism Observatory
Evolution of German Tourist Arrivals (Source: Tourism Observatory)
| Year | Number of Arrivals |
| 2018 | 652,481 |
| 2019 | 684,406 |
| 2020 | 38,894 |
| 2021 | 171,219 |
| 2022 | 280,788 |
| 2023 | 361,116 |
Challenges of the German Market
Short Stay Duration
The main obstacle to the growth of this market is the short average stay, which is limited to three nights. This reduces tourist spending and directly impacts sector revenues. In comparison, German tourists stay an average of 7 nights in Spain and 6 nights in Turkey. This difference is mainly due to the more diverse tourism offerings and attractive all-inclusive packages available in competing countries.
Limited Beach Resort Infrastructure
Morocco lacks adequate infrastructure for German tourists who favor beach vacations. Unlike competing destinations such as Spain, Turkey, and Greece, Morocco struggles to offer a diverse and modern selection. Beachfront hotel complexes remain underdeveloped and often fall short of European standards in terms of services and entertainment. Additionally, the promotion of Moroccan beach resorts still lacks visibility in the German market.
Competition from Other Destinations
Spain, Turkey, and Greece have a competitive advantage due to:
- Better air connectivity, with frequent direct flights from several German cities.
- Attractive packages, including flights, accommodation, and excursions at competitive prices.
- A more developed hotel offering, with modern complexes providing premium services.
- More aggressive marketing and promotional strategies aimed at German tour operators.
To address these challenges, Morocco must enhance its appeal and adapt its offerings to the specific expectations of German travelers.
Opportunities and Economic Potential
High Purchasing Power
Germany is the largest economy in Europe, with a GDP per capita of €51,227. In 2023, Germans spent €79 billion on international travel, setting a record.
Evolution of German Tourist Spending (Source: ONMT)
| Year | Spending (€ billion) |
| 2019 | 69.5 |
| 2020 | 31.9 |
| 2021 | 30.1 |
| 2022 | 62.3 |
| 2023 | 79.0 |
These figures demonstrate a strong market rebound, with significant growth potential for Morocco.
Morocco’s Strategies to Attract More German Tourists
Strengthening Air Connections
The Moroccan National Tourist Office (ONMT) has signed several agreements to increase air capacity:
- Expedia: A 3-year strategic partnership to double overnight stays.
- Condor and Discover Airlines: Strengthening direct connections between Germany and Morocco.
- German tour operators: A 14% increase in the number of scheduled travelers.
Targeted Marketing Campaigns
Several promotional activities are being implemented in Germany, including:
- Roadshows and familiarization trips for more than 1,000 travel agents.
- Branding of Galeria-Reisen storefronts in 45 German cities.
- Enhanced presence at ITB 2025, the Berlin tourism trade show.
Development of Infrastructure and Tailored Offers
Morocco is investing in ambitious tourism projects:
- Improvement of beach resort offerings in Agadir and Essaouira.
- Diversification of experiences, with cultural and eco-tourism.
- Modernization of hotels to meet international standards.
The Role of Car Rental Agencies
Car rental agencies play a key role in the mobility of German tourists:
- Ease of travel: German tourists appreciate the independence offered by car rentals.
- Development of rural tourism: Improved access to regions like the Atlas Mountains, southern Morocco, and the Atlantic coasts.
- Partnerships with hotels and tour operators: Combined offers to enhance the tourist experience.
Outlook for 2025
The German market presents a major opportunity for Moroccan tourism. With a strategy focused on infrastructure improvements, enhanced air connections, and a diversified tourism offering, Morocco can attract more German travelers and extend their stay duration.
Recommendations
- Develop a more competitive beach resort offering.
- Strengthen all-inclusive packages in partnership with specialized agencies.
- Continue marketing and digitalization efforts for tourism promotion.
Sources
- Moroccan Tourism Observatory
- Moroccan National Tourism Office (ONMT)
- German Federal Statistical Office
