When it comes to planning holidays, a large number of Brits prefer familiar destinations such as Spain, Greece and Turkey. The Canary Islands are particularly favoured for winter sun holidays due to their year-round sunshine and temperatures that rarely fall below 20C.
However, the Spanish archipelago is facing fierce competition from one of the world’s rapidly emerging holiday hotspots. Jet2 chief executive Steve Heapy has warned that the Canary Islands are under threat from Morocco, according to comments reported by Canarian Weekly.
His warning comes in the wake of increasing anti-tourism sentiment in the Canary Islands. Demonstrations were held across the archipelago in April and October last year, with locals demanding a change in the current tourism model.
Concerns about the impact of tourists on the environment, local infrastructure and property prices have been raised by residents. In response, local governments have introduced measures such as tourist taxes and eco-taxes for certain national parks.
Despite many locals and community leaders voicing opposition to the protests and reassuring that tourists are still welcome, Mr Heapy emphasised that these developments could prompt holidaymakers to consider alternative destinations, with Morocco posing a significant threat, reports the Manchester Evening News.
The head of Jet2 highlighted that Morocco is currently enjoying a surge in tourism, offering “high-quality accommodation at lower prices and welcomes all types of tourists, not just the wealthy”, adding: “The Canary Islands should take note of Morocco’s coordination between government, airports and tourism boards, which ensures effective promotion and investment.”
Indeed, Morocco has recently been crowned Africa’s most-visited tourist destination, toppling Egypt from its perch. As per the latest UN Tourism data, Morocco played host to 17.4 million international tourists in 2024, marking a 20 per cent rise from 2023.
In contrast, Egypt saw 15.7 million visitors in 2024. Natalia Bayona, UN Tourism executive director, noted a 35 per cent surge in international arrivals in Morocco since 2019, attributing the country’s success to its “stable political climate and strategic economic policies”.
What makes Morocco such a magnet for holidaymakers?
The country boasts a winning mix of splendid weather, stunning landscapes, and captivating culture. Lonely Planet paints a picture of Morocco as a “country of dazzling diversity, with epic mountains, sweeping deserts and ancient cities, greeting travellers with warm hospitality and the perfect glass of mint tea”.
Marrakesh, Casablanca and Agadir are among the destinations in Morocco best served by UK airports – catering to all tastes, from bustling city breaks to tranquil beach retreats.
Marrakesh offers holidaymakers a vibrant blend of bustling souks, enchanting hidden gardens and the tranquillity of Hammam spas. For those seeking a classic sun, sea and sand getaway, Agadir is an ideal choice with its expansive beach and palm-fringed promenade.
Casablanca, immortalised by the 1942 Hollywood film bearing its name, provides a delightful mix of both experiences. Visitors can bask on Ain Diab beach, explore the Old Medina or enjoy a cocktail on La Corniche.
The allure of Morocco is set to grow in the coming years. The country will co-host the Africa Cup of Nations in December and January, and looking ahead to 2030, it will share hosting duties for the FIFA World Cup with Spain and Portugal.