Marrakech – Morocco has been posting double-digit growth in the number of Brazilian visitors and expects to receive 20% more tourists from Brazil this year compared to 2025. According to Mohamed Amine Eljoudani, the representative of the Moroccan National Tourist Office (ONMT, by its French acronym) in Brazil, Morocco is investing to become an increasingly popular destination for Brazilian travelers. Since 2023, ONMT has maintained a regional office in São Paulo. Previously, its activities in Brazil were managed through its office in Portugal.
“Brazil is an emerging country, the largest in South America and one of the world’s major economic powers. So Morocco is present there and is seeking tourists beyond its traditional markets, which are in Europe,” he said. According to Amine, the growth in visitor numbers is the result of an increase in flights to Brazil operated by Morocco’s national carrier, Royal Air Maroc, as well as the work carried out by ONMT.
“Last year, we welcomed nearly 60,000 Brazilian visitors to Morocco. This year, I expect growth of at least 20%, even with the crisis unfolding in the Middle East and despite higher fuel prices. Over the last three months [March through May], we recorded growth of 18% compared to the same period in 2025. That is an exceptional figure when you consider the international context,” he said.
The executive noted that Morocco attracts both Brazilians who are traveling to Europe and spend a few days in the country, as well as Brazilian tourists who choose the North African nation as their primary destination.
Despite this growth, Brazil is still far from being one of Morocco’s largest source markets for tourists. Data from ONMT itself shows that European countries remain the leading origins of visitors to the country.
“But Brazilian tourists spend more than their European counterparts because of the distance they travel and the length of their stay in the country. When I speak with Brazilian tour operators, they do not sell anything below four- or five-star hotels. Morocco is an upper-midscale to luxury destination,” he said.
Last week, a group of Brazilian tour operators visited Casablanca and Marrakech at the invitation of Braztoa, the Brazilian tour operators association, and ONMT. Speaking to ANBA, Braztoa CEO Marina Figueiredo said that organizing the trip to Morocco was the result of the association’s ongoing mapping of travel trends and destinations. By taking tour operators to a destination they will later market to their clients, the organization allows them to experience firsthand the same attractions and services that Brazilian tourists will encounter.
“It’s about experiencing, testing, understanding, and feeling the destination. That’s very different from taking an online training course or certification program, which are also important. It is essential to be here and experience it firsthand, especially in destinations like Morocco, which is extraordinarily rich culturally and gastronomically and has a very distinctive identity,” Figueiredo said.
She noted that this mission to Morocco went beyond the traditional familiarization trips, or fam tours, that are widely used in the tourism industry, as it also included meetings with potential local suppliers aimed at generating business opportunities. The choice of Morocco as a destination was based on research conducted by the association.
“Our recent studies show that Morocco aligns with the main travel trends among Brazilian consumers. Morocco is able to offer nature, authentic culture, local cuisine, and unique landscapes. In these trend studies, we do not identify specific destinations—we identify concepts and then determine which countries meet those trends. So, when we look at the main emerging trends and compare them with what Morocco offers in terms of visitor experiences, we see that many of those elements are a strong match, and we have been observing growing interest in the destination,” the executive said.
The country, Figueiredo explained, fits into the “exotic” tourism category—a label used for destinations that remain relatively unexplored compared with high-volume tourist destinations such as the United States and Argentina.
“It is a destination that offers a perspective on something different from what we’re used to. Morocco has a very distinctive identity, blending elements of Arab, African, and European cultures. When we describe it as exotic, we mean that it is somewhat different from what we are accustomed to, whether in terms of cultural richness, cuisine, history, scenery, or landscapes. Interest in that type of experience has also been growing significantly in Brazil.”
Five media outlets, including ANBA, took part in the trip to Morocco alongside the Brazilian tour operators. On Friday (19), the two organizations hosted a business matchmaking event in Marrakech, bringing together members of the delegation and potential Moroccan suppliers.
The business matchmaking sessions brought together tour operators from Brazil and 60 prospective Moroccan business partners. The event was organized by ONMT and Braztoa with support from the Marrakech Regional Tourism Council (CRT).
At the gathering, ONMT Chief Business Officer Hisham Bellaziz said the event was an opportunity to “build new perspectives.”
“We are convinced that Morocco has stories to tell Brazilians. We are confident about the future of this business,” he said.
Read more:
Royal Air Maroc bets on Brazilian travelers
Trip organized at the invitation of ONMT and Braztoa, with travel insurance provided by GTA
Translated by Guilherme Miranda
