Marrakech Medina and Souks Take Centre Stage in Morocco's Tourism Growth Strategy
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 medina's role as a tourism engine is reinforced by data from Morocco's Observatoire du Tourisme, which ranks Marrakech among the country's top destinations for hotel overnight stays. The ONMT's broader upmarket strategy combines the expansion of international air routes to Marrakech with experiential travel campaigns centred on the medina, its artisans, and souk culture - targeting key European and Middle Eastern source markets. Authorities continue to encourage visitors to use licensed guides, with a dedicated tourist police presence supporting safety and visitor management across the historic centre.
Source: Capmad