Fez Tourism Soars in 2025 with Record Growth and Major Events

The city of Fez has confirmed its status as a leading destination, recording a spectacular recovery in tourism since the beginning of 2025. After an already encouraging 2024, the first months of this new year are witnessing an acceleration in visitor flows, driven by major events and renewed attractiveness.

Optimistic local operators are predicting an exceptional spring with record occupancy rates, notably thanks to the International Agricultural Show (SIAM) in April, the Festival of Sacred Music in May, and the Fez-Meknes Economic Forum in June.

A thunderous start to 2025

In January 2025, Fez marked a turning point with a 35% increase in overnight stays in its classified tourist accommodation establishments (EHTC) compared to January 2024. Figures from the National Tourism Observatory (ONT) reveal 71,684 overnight stays compared to 53,160 a year earlier, representing an occupancy rate of 38%.

This performance places Fez in fifth place among national destinations, behind Marrakech, Agadir, Casablanca and Tangier, reinforcing its reputation as an unmissable imperial city.

This momentum is taking place within a favorable national context. In 2024, Morocco recorded 28.7 million overnight stays (+12% compared to 2023), and Fez-Meknes contributed to this growth with 1.5 million overnight stays. The year 2024 had already been positive for the region, with 972,173 overnight stays in Fez (+2% vs. 2023) and an annual occupancy rate of 43%.

Diversified international markets and enhanced connectivity

The Fez-Meknes region attracts both foreign and domestic tourists. In 2024, 53% of overnight stays were attributable to international visitors (804,143), while 47% came from the local market (705,447).

France dominates by a wide margin, accounting for 17% of overnight stays, followed by the United States (13%), Italy (9%), and Spain (8%). This diversification reduces the risk of dependency and opens up opportunities for targeted marketing. Fez-Saïss Airport plays a key role in this attractiveness.

In 2024, air capacity increased by 7%, with 1.18 million seats contracted, 100% of which were dedicated to international flights. Two new international and two domestic routes were launched, connecting the city to eight priority source markets.

Key events for a colorful spring in Fez

2025 promises to be an exceptional year with a busy event calendar. In April, the SIAM, held in Meknes, is expected to boost hotel occupancy rates to over 90% in Fez and 100% in the Ismaili city.

“Bookings are already almost full, with strong demand from professionals and international visitors,” says a local hotelier.

In May, the Sacred Music Festival will attract music lovers and the curious, while the Fez-Meknes Economic Forum in June will position the region as a hub for political and business meetings. These events, coupled with a digital promotional campaign targeting European and North American markets, are expected to consolidate tourism growth.

Challenges and Outlook: Towards Longer and More Diverse Stays

Despite these successes, challenges persist. The average length of stay (ALS) will remain stable at 1.9 days in 2024, a figure that local stakeholders are hoping to increase.

“We need to promote unique experiences, such as craft tours or spiritual retreats, to encourage tourists to stay longer,” says a tour guide.

Furthermore, the annual occupancy rate of 32% in 2023 (compared to 33% in 2019) shows room for improvement, particularly during the off-peak season. The ONMT is banking on the synergy between historical heritage and modernity. The Fez medina, a UNESCO World Heritage Site, remains a major asset, but the city is also investing in contemporary infrastructure.

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(Featured image by Jeslyn Xie via Unsplash)

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