Morocco has emerged as Africa’s second most attractive tourism destination, overtaking South Africa for the first time, according to the 2024 annual report from Bloom Consulting.
Morocco’s “consistent improvement” in social media and online performance, alongside its “stable performance” in other key areas are key factors driving its rising appeal, the report explains.
The report also spotlighted the resilience of Morocco’s tourism industry, particularly in the face of challenges such as the September 2023 earthquake. “The country’s resilience will be crucial in shaping its future tourism landscape and will provide insightful data for analysis in future rankings,” the report noted.
Globally, Morocco’s tourism ranking improved to 34th place, up one position from the previous year.
Meanwhile, Egypt maintained its lead as Africa’s top tourism destination for the third consecutive year. The report credited Egypt’s strengthened “online performance and social media presence” for its success, with the country climbing six positions in the global rankings to break into the Top 25.
The news marks a significant rebound for Egypt, signaling a return to tourism prosperity despite past geopolitical tensions and security concerns.
Bloom Consulting’s tourism ranking evaluates countries based on four key metrics. The first metric, economic performance, measures success through international tourism receipts. The metric offers insight into the tangible economic impact of a country’s tourism strategy.
The second metric, digital demand, analyzes online search volumes for tourism activities, offering a view into the digital appeal of a destination. The country brand strategy rating then assesses how well a country’s tourism strategies align with what tourists are searching for online.
The ranking also evaluates a country’s online performance by examining the effectiveness of its online presence through website analytics and social media data.