In a striking analysis, Zoubir Bouhoute, expert and tourism researcher, dissected the challenges linked to the Spanish market, on the occasion of the 45th edition of the International Tourism Salon (Fundur), which is held in Madrid from January 22 to 26 2025. For Bouhoute, this clientele, strategically important, remains under-exploited, despite its immense potential.
« The development of the Spanish market is one of the biggest challenges for the new director of the Moroccan Tourism Office (ONMT)“Said the expert at Hespress FRnoting that although Morocco is positioning itself as the first African destination and the sixth world for Spanish tourists, the figures remain modest.
Thus, the expert recalled that in 2023, 1.3 million Spanish tourists visited Morocco, or only 6.8 % of the 19.2 million Spaniards who traveled abroad. According to Bouhoute, the average length of stay (DMS) in Moroccan hotel establishments does not exceed 0.6 days, while it reaches 7.9 days for their overall trips.
Also, Bouhoute’s analysis highlights the opportunities offered by the Spanish market. He recalls that with a population of nearly 49 million inhabitants and one GDP per capita of 30,705 euros in 2023, Spain has a solid economic base. Mastered inflation (1.8 % in October 2024) and growth expected at 2.4 % in 2025 further reinforce its attractiveness.
In addition, he stresses that Spanish tourists are distinguished by a strong purchasing power, with an average expenditure of € 988 per trip. However, Morocco only accounts for 900,000 nights in 2024, a figure that illustrates a flagrant under-exploitation of this key market.
-To conquer this market, Bouhoute insists on the need to adapt the Moroccan tourist offer to the specific expectations of the Spanish. The latter favor immersive stays, experiences focused on well-being and activities related to nature. Destinations like Marrakech, Casablanca and Agadir, already popular, could be more valued estimates the expert, thanks to targeted promotional campaigns and diversified products.
« Increasing the average length of stay is a priority “, Underlines Bouhoute. According to him, the development of integrated circuits and attractive routes would encourage Spanish tourists to extend their stay. A strategy which, ultimately, would strengthen Morocco’s competitiveness while increasing economic benefits.
Thus, according to the expert, the challenge is great for the new ONMT director, highlighting the importance of reviewing current strategies to maximize the potential of the Spanish market.
« There are many opportunities, but they require a targeted approach and sustained efforts“, Underlines Bouhoute, noting that with Mountain 2025 as a recovery platform, Morocco will have to prove its ability to reposition itself with this demanding customers.
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