Essaouira experienced a significant evolution in its tourism activity in December 2024, as evidenced by recently published data, highlighting the performance of various national and international markets:
-France: First source of visitors with a 45% increase in arrivals (4,955 compared to 3,426 in 2023) and a similar increase in overnight stays (45%). This dynamism testifies to the strong attraction of Essaouira among French tourists.
-Belgium and Germany: These markets show notable growth of 62% and 56% respectively in terms of overnight stays.
-United Kingdom: A more moderate but significant increase, with an increase of 22% in arrivals and 21% in overnight stays.
Moroccan visitors, who represented a key segment, recorded a drop of 6% in terms of arrivals and 10% in overnight stays. This decrease could be linked to a repositioning of supply or to saturation of the domestic market.
-The United States and Spain increased by 24% and 47% respectively in overnight stays, illustrating the growing potential of these markets for Essaouira.
-Other countries: A solid overall performance with a 38% increase in arrivals.
The strong performance of European markets indicates the successful positioning of Essaouira as a cultural and seaside destination. However, the decline in the domestic market poses a real problem linked to difficulties in air and motorway access, which should encourage stakeholders to reconsider their local strategy.
Data by accommodation category reveal contrasting trends. Indeed, we note the rise of guest houses which show a significant increase of 58% in arrivals and 50% in overnight stays. This segment is becoming a cornerstone of tourism in Essaouira, reflecting a growing demand for authentic and personalized experiences.
While 5-star hotels show moderate growth (+2% in arrivals, +12% in overnight stays). This reflects a certain stability in this premium segment, but untapped potential remains present. It should be noted in particular that hotel residences and 2-star hotels recorded notable drops of 13% and 5% respectively in arrivals. This indicates a relative disinterest in standardized or less differentiated offers.
While the “other” category is experiencing remarkable growth of 46% in arrivals and 72% in overnight stays, showing growing interest in alternative options such as riads and atypical accommodation.
Generally, the rise of guest houses reflects a shift in preference towards more immersive and authentic stays. However, the decline in certain categories of accommodation deserves attention to avoid imbalances in supply.
Faced with the decline in Moroccan tourists, it would be relevant to launch promotional campaigns targeted at this segment, promoting offers adapted to families and young travelers.
Although Europe remains dominant, diversification into emerging markets such as Asia or Latin America could consolidate overall performance.
Overall, the December 2024 data illustrates positive dynamics for Essaouira, with marked growth in several segments. However, challenges remain, in particular to attract more Moroccan tourists and revitalize certain categories of accommodation. By capitalizing on its unique assets and diversifying its strategies, Essaouira is well positioned to consolidate its place as Morocco’s flagship tourist destination.
