After decades of being the go-to holiday destination for Brits, Spain sees a shift as more travellers opt for alternative spots, particularly in North Africa.
Protests against mass tourism in Spanish hotspots like the Canary Islands and Majorca have left some visitors feeling unwelcome, leading to a rise in demand for destinations like Morocco.
Jet2 CEO Steve Heapy recently acknowledged this shift, saying the backlash in Spain could be “pushing tourists toward destinations like Turkey and Morocco.”
His airline has responded by expanding routes to Moroccan cities such as Marrakech and Agadir, reflecting growing interest in the region. British Airways has also introduced direct flights to Agadir, further increasing accessibility.
Morocco’s tourism industry is booming, with the country welcoming 17.4 million international visitors in 2024, a 20% increase from the previous year, according to UN tourism data.
With its rich culture, stunning landscapes, and lower prices compared to European hotspots, Morocco offers an attractive alternative to Spain.
According to Intrepid Travel, Morocco also enjoys 36C heat in June, July, and August.
The country’s resorts and accommodations are evolving to meet the surge in demand, with new luxury hotels like The View in Agadir and Eden in the Dades Valley catering to international tourists.
Marrakech, despite being rocked by an earthquake in 2023, remains a top travel destination, boasting a growing food scene with new restaurants like Noujoum at IZZA and Le Terrasse at Selman Marrakech.
Beyond its culinary appeal, Morocco’s historical landmarks, such as the Roman ruins at Volubilis and the UNESCO-listed Ait Benhaddou, offer travellers an enriching cultural experience.
While Morocco leads the charge in Africa’s tourism boom, other North African nations are also seeing increased interest.
Egypt, despite geopolitical concerns, has experienced a surge in UK bookings, particularly with the much-anticipated opening of the Grand Egyptian Museum in Giza.
Algeria, too, is emerging as a hidden gem for adventurous travelers seeking untouched landscapes and historical sites.
Although Spain remains a major destination for British tourists, the shift in travel trends suggests that more holidaymakers are open to exploring new places.