Morocco emerges as a top winter destination for British travelers
New insights from the travel industry reveal Morocco’s growing appeal as a leading winter escape for British tourists. According to data from Away Holidays, reported by Travelmole, Morocco now stands alongside the Maldives, Thailand, and Dubai as one of the most-booked winter destinations for the 2025–2026 season.
Rising interest in winter travel
The analysis shows that British travelers are increasingly choosing warmer climates during the colder months. The average winter getaway lasts six to seven nights, with January, historically an off-peak month, gaining prominence as a preferred travel period. Travel experts have even dubbed January as “the new July” for outbound tourism from the United Kingdom.
What draws British tourists to Morocco
Morocco’s unique blend of cultural attractions, adventurous experiences, and mild weather makes it an ideal winter destination. Cities like Marrakesh and Agadir are particularly popular in January, offering average temperatures of 20 degrees Celsius. From bustling souks and coastal resorts to sprawling desert landscapes, Morocco provides year-round allure for travelers.
Booming tourism sector
This surge in interest complements Morocco’s broader tourism growth. By the end of July 2025, the country had welcomed 11.6 million visitors, a 16 percent increase compared to the same period in 2024. Nearly half of these arrivals were Moroccans living abroad.
Tourism revenues also saw significant growth. Between January and July, the sector generated MAD 67 billion ($6.7 billion), reflecting a 13 percent increase year-on-year. July alone contributed MAD 13 billion ($1.3 billion) in revenue, driven by 2.7 million arrivals that month a 26 percent jump compared to July 2024.
Looking ahead
Morocco hosted over 17.3 million visitors in 2024 and is aiming to attract 26 million tourists annually by 2030. This ambitious goal underscores its rising prominence in global winter tourism trends, solidifying its status as a must-visit destination for international travelers.
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