With over 2.7 million visitors between January and July 2025, hotels operating at 90% capacity, and a millennia-old culture that remains very much alive, Marrakech is no longer just a destination; it is a global tourism powerhouse. Discovering the ‘Ochre City’ is all about this.
At the foot of the Atlas Mountains, between age-old tradition and confident modernity, Marrakech stands out as one of the most striking showcases of the African continent. Nicknamed the “Red City”, this imperial city founded in the 11th century is today far more than a tourist destination: it is a global brand. With more than one million inhabitants and sustained urban growth, Marrakech, which covers an area of 230 km², is the beating heart of the Marrakech-Safi region. A city with two faces, between the historic medina and its ramparts, and the new town, a showcase of a Morocco in full transformation.
In the medina, listed as a UNESCO World Heritage site, time seems to stand still. At its centre lies the legendary Jemaa el-Fna Square, an open-air theatre where storytellers, musicians and traders converge. Just a short walk away, the majestic Koutoubia Mosque dominates the city with its iconic minaret. The alleyways intertwine into a labyrinth of souks, where craftsmanship—leather, carpets, pottery—supports thousands of families. A key sector of the local economy, driven by steadily growing tourism.
Marrakech has cemented its status as Morocco’s primary tourist destination and one of Africa’s most frequented cities. By 2025, the city had already welcomed over 2.7 million visitors, with accommodation providers reporting near 90% occupancy rates during the height of the tourist season.
“It goes without saying that Marrakech is the Kingdom’s tourist capital; the hard work put in ensures that this city and its region maintain a constant and enduring vibrancy.”
Tourist
From traditional riads to luxury palaces, the city seduces an international clientele in search of authenticity and well-being. A positioning strengthened by a rapidly expanding MICE offering, making Marrakech a major hub for business tourism, capable of hosting global events such as the IMF and World Bank meetings.
Marrakech stands as a unique cultural crossroads where Amazigh, Arab-Andalusian, and sub-Saharan influences intermingle. Its living heritage is constantly reinventing itself, reflected in spaces like the Jardin Majorelle and the Dar Si Saïd Museum, while the echo of Gnawa music fills its alleyways.
This tourism and cultural dynamism supports rapid economic development: modernised infrastructure, foreign investment, job creation. But it also raises challenges, particularly in terms of urban and environmental pressure.
“The weather is lovely, the people are very friendly and welcoming. It’s a real pleasure to wander through the souks. And here in this square, too, it’s truly a charming experience. ”
Tourist
“We arrived in Marrakech last night as a family, a group of girls, and so far we’ve found the Moroccans to be very welcoming.”
Tourist
Marrakech, exceptional. The food, the souk – it’s mad. We’re buying cowboy gear. The Moroccans are very kind.”
Tourist
Despite this, Marrakech retains what matters most: its legendary hospitality. A city where every visit becomes an experience, every alleyway a discovery. Marrakech is not just a destination. It is a promise — that of a journey between past and future, where the soul of Morocco continues to beat, intensely.
