In a significant shift on the winter tourism map, Moroccan cities such as Agadir, Marrakech, and Essaouira are attracting an increasing number of British tourists, at the expense of traditional destinations that have long dominated the winter tourism scene, such as southern Gran Canaria in Spain.
The local newspaper Maspalomas24h described this decline in the number of British tourists as “catastrophic,” noting that Maspalomas, which relied on this market as a primary source of winter tourism for decades, is now experiencing a noticeable drop in visitors in favor of Moroccan destinations.
According to the newspaper, major airlines like Ryanair, EasyJet, and Jet2 have begun restructuring their flight routes, preferring connections to Moroccan cities over the Canary Islands. This is seen as a clear indication of changing tourist preferences.
Professionals in the Spanish tourism sector believe this decline can be attributed to several reasons, the most notable being the competitive prices offered by Moroccan destinations, the opening of modern hotels, less crowded beaches, and a warmer reception compared to some Spanish cities suffering from “overtourism” and growing public discontent.
This perception is reinforced by repeated complaints recently shared on social media by British tourists who expressed feeling unwelcome in several Spanish cities.
This shift comes at a sensitive time for the tourism sector in the Canary Islands, which has high hopes for the 2025-2026 season to recover losses sustained from last year’s protests against mass tourism in the region.
The Spanish newspaper did not hide its concern over the growing momentum of Moroccan tourism, indicating that the kingdom is heavily investing in promoting its image as a global tourist destination and establishing strategic partnerships with British travel agents. It noted that this change in British tourists’ relationship with North Africa is “no longer a secret” but is becoming evident through the expansion plans adopted by airlines and the changing preferences of travelers themselves.
Morocco benefits from several factors that enhance its position as an alternative winter destination in the European market, including its security stability, quality hotel services, diverse cultural and environmental offerings, and geographic proximity to Europe, making it easier and cheaper to access.
