Did the month of August manage to save the summer season? Was it enough to reverse the downward trend that began in June? 
While waiting for statistics from the Tourism Observatory, which will provide more visibility on overnight stays and hotel occupancy rates, the ministry announced “record performance” in arrivals at border crossings, with 4.6 million arrivals between July and August 2025. This represents a 6% increase compared to the summer of 2024, according to the ministry, which notes that “the summer season was marked in particular by a strong return of Moroccans living abroad”.
Nearly 3 million Moroccans living abroad are said to have traveled to Morocco between July and August 2025, 13% more than last summer. No details were provided on the tourist markets that performed well to explain these “record increases” , particularly during the month of August. On the other hand, July was a very mediocre month for several national destinations.
In Morocco, there were significant disparities between regions and also between hotel categories.
Per city, destinations such as Agadir, Essaouira, and the north performed well, while Marrakech, the leading tourist city, experienced some difficulties. Among professionals, the sentiment regarding July was negative. Most operators reported significant declines during the month. The situation was such that it caused concern for the Marrakech Regional Hotel Industry Association (ARIH M/S), which conducted a survey of 25 establishments (see www.leconomiste.com, No. 7067, August 5, 2025). This survey revealed an overall decline of 30% for the month of July 2025, despite the promotions offered by hoteliers.
For their part, the official national statistics for July showed an increase of 6% with 2.6 million arrivals at border posts.
“But not every arrival at the airport or any other point of entry translates into hotel accommodation”, points out Lahcen Zelmat, president of the Hotel Industry Federation. Alternative accommodation options such as Airbnb and furnished apartments have multiplied in recent years and must also be quantified.
In any case, August seems to have turned things around, according to the ministry, thanks in part to last-minute sales, a phenomenon that occurs every year. The challenge for the coming months is to return to the growth rate seen at the beginning of the year, with an average increase of 20%, which will enable Morocco to welcome more tourists and significantly increase arrivals, overnight stays, and revenue. While continuing to focus on European markets, which are major sources of tourists, Morocco is launching initiatives in other regions of the world, such as China, which remains a highly coveted market for professionals and institutions.
B.B.