Marrakech Medina and Souks Take Centre Stage in Morocco's Tourism Growth Strategy
Morocco is leveraging its historic Marrakech medina and souks as central pillars of a tourism strategy that saw record visitor numbers in 2024. The government is formalizing visitor routes and increasing investment to manage tourist flows while promoting cultural heritage.
Why it matters
Tourism is a vital economic driver for Morocco, and the strategic management of historic sites is key to sustaining growth while preserving cultural assets.
Morocco's National Tourist Office (ONMT) is placing Marrakech's UNESCO-listed medina and its network of souks at the heart of its destination marketing strategy, as the country recorded a record 17.4 million visitor arrivals in 2024 - up 20% on 2023. New and updated visitor guides are formalising routes through the medina's key souk districts, from Souk Semmarine to the dyers' and leatherworkers' markets, with recommended itineraries linking Jemaa el-Fna square to the Mouassine and Ben Youssef neighbourhoods to better manage tourist flows and extend time spent in the old city.
The report is a factual summary of tourism strategy and industry data.
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