Decades after becoming a British holiday destination, Spain is watching shifts as more travelers choose alternative spots, especially in North Africa.
Protests against large tourism in Spanish hotspots such as the Canary Islands and Mallorca have made some visitors feel unwelcome, leading to increased demand for destinations like Morocco.
Jet2 CEO Steve Heapy recently admitted the shift, saying Spain's backlash could “push tourists towards destinations like Turkey and Morocco.”
His airline responds by expanding routes to Moroccan cities such as Marrakech and Agadir, reflecting growing interest in the region. British Airways is also introducing direct flights to Agadir, further increasing accessibility.
According to UN tourism data, Morocco's tourism industry is booming.
With a rich culture, stunning scenery and low prices compared to European hotspots, Morocco offers an attractive alternative to Spain.
According to Intrepid Travel, Morocco enjoys 36C fever in June, July and August.
The country's resorts and accommodations have evolved to meet the surge in demand. There are new luxury hotels like Eden, Eden, which caters to the views of Agadir and international tourists.
Marrakech remains a destination destination despite the earthquake shaking in 2023, and boasts a growing food scene with new restaurants like Noujoum in Izza and Le Terrasse in Selman Marrakech.
Beyond its culinary appeal, Morocco's historic landmarks offer travelers a rich cultural experience, including the Roman ruins of Volubilis and the UNESCO-listed Ait Benhaddou.
Morocco is leading the charges in the African tourism boom, but other North African countries are also gaining interest.
Despite geopolitical concerns, Egypt has seen a surge in British bookings, particularly with the much-anticipated opening of the Greater Egyptian Museum in Giza.
Algeria has also emerged as a hidden gem for adventurous travelers looking for untouched landscapes and historic places.
Spain remains a major destination for British tourists, but changing travel trends suggest that more vacationers are open to exploring new locations.
