Rabat is the administrative capital of Morocco, a unique metropolis that combines a rich historical heritage recognized by UNESCO (Hassan Tower, Kasbah of the Oudayas) with modern, green urban planning. Located on the Atlantic coast, the city offers a calm and airy atmosphere, a setting appreciated by its 2.1 million residents (metropolitan area). Its UNESCO World Heritage designation is a source of pride for citizens and a crucial driver for local economic and tourism development. A new national tourism strategy, led by Minister Fatim-Zahra Ammor, positions the capital as a key destination. This strategy focuses on enhancing the visitor experience, strengthening accommodations, and boosting activities to achieve the goal of 26 million tourists by 2030.
The administrative capital of Morocco since 1912 and seat of the monarchy, Rabat stands out as a unique metropolis that successfully balances a rich historical heritage with decisively modern urban planning. Listed as a UNESCO World Heritage site, the city draws attention for its green planning, its famous Hassan Tower, its historic medina, and the Kasbah of the Oudayas. Situated on the banks of the Bouregreg River estuary along the Atlantic coast, Rabat nurtures a calm and airy way of life, contrasting with other major royal cities. The metropolitan area, including Salé and Témara, has approximately 2.1 million residents in 2025, yet the inner city maintains an intimate, community atmosphere—an aspect highly appreciated by locals.
Rabat is a very beautiful city; we enjoy its pleasant landscapes and green spaces, as well as its local train network.
Abdel Youssef, Citizen
Rabat, Morocco’s capital, inscribed on the UNESCO World Heritage list in 2012, is a unique synthesis of medieval Arab-Muslim heritage and 20th-century modern urbanism. The UNESCO designation is a source of pride and an economic driver, particularly for local professionals.
We are very honored that the city of Rabat is listed as a UNESCO World Heritage site. We are also honored by the many visitors, and we hope these visits contribute to the city’s tourism and economic development.
Jaouad Bouazaoui, Artisan
The new national tourism strategy, led by Minister Fatim-Zahra Ammor, highlights Rabat’s potential at the forefront. This ambitious roadmap aims to position Rabat as a flagship destination, contributing to the national goal of 26 million tourists by 2030. To achieve this, the strategy focuses on enhancing the visitor experience and leveraging events. Efforts are particularly directed toward strengthening accommodations and developing leisure activities.
This roadmap covers several aspects of the tourism sector, mainly a new offering structured around the visitor experience, doubling air capacities, strengthening promotions with tour operators, and stimulating investments in accommodation and activities, which are important.
Fatim Zahra Ammor, Minister of Tourism and Handicrafts
Although Rabat has never been Morocco’s economic capital, a role traditionally held by Casablanca, it now stands more than ever as the political and cultural epicenter and a model for sustainable urban development.
