Fresh from record-breaking growth – UK arrivals up 26% by end of July 2025, following a 33% surge in 2024 versus 2023, meaning arrivals have grown by more than 65% in just two years – Morocco will showcase its global leadership in sustainable and community-driven tourism at the GX Summit in 2026.
The announcement, made at the closing ceremony of the 2025 GX Summit in Amman, Jordan, cements Morocco’s position as Africa’s leading tourist destination and underscores the country’s deep-rooted commitment to responsible tourism, a commitment shaped by its traditions, communities, and way of life.
This milestone comes at a time of unprecedented success for Morocco’s tourism sector. International arrivals grew by 20% in 2024 to reach 17.4 million, making Morocco the most visited country in Africa – ahead of Egypt (15.7 million), Tunisia (10.25 million) and South Africa (8.92 million). In the UK, visitor numbers rose 42% in 2024 versus 2023. The momentum has continued into 2025: by the end of July, UK arrivals were up a further 26% year-on-year (after a 33% increase by end-July 2024 versus 2023).
Meryem Bennouna, Director UK, Ireland, & Nordics for Moroccan National Tourist Office said: “Resilience, unity, and shared purpose have always been part of Morocco’s DNA – carried by its communities and culture. To now welcome the world’s leading summit on sustainable and community-driven tourism is both a privilege and a natural fit. We look forward to sharing Morocco’s spirit with global leaders, partners, and travellers.”
Organised by G Adventures, the GX Summit (G Adventures Experience) is a global gathering of tourism leaders, policymakers and advocates for community travel. The summit, which in 2026 is expected to attract close to 1,000 delegates, combines keynote sessions, local impact visits, cultural immersion, and industry workshops, with a shared commitment to transforming travel into a force for good.
Morocco’s central location, less than four hours from the UK, alongside its diverse cultural heritage and pioneering sustainable tourism initiatives, make it an ideal host.
For further press information, please contact:
Sarah Geppert | Will Challis
Rooster.
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E: Morocco@rooster.co.uk