A Private Holiday Homeowner’s Insight Guide ~ Marocco
by azulomo | 7 min read
Morocco’s moment is now. Host with soul.
Holiday Rental and Tourism Market in 2025 ~ Marocco
Morocco in 2025 is a place of opportunity for experience-driven travellers and thoughtful hosts alike. With beautiful medinas, sun-kissed beaches, desert landscapes, and mountain retreats, the country offers not just travel—but transformation. For owners of holiday rentals, the time is now: guest demand is high, regulations are supportive of professionalism, and market growth is turning into sustained opportunity. This report breaks down the key trends, numbers, and essentials you need to thrive—without jargon or guesswork.
This isn’t just another boom—it’s something deeper. Morocco speaks to the senses. The scent of mint tea in a tiled courtyard. The hush of the Sahara at dawn. The soft call to prayer drifting over blue-washed walls in Chefchaouen. Travellers aren’t rushing through—they’re staying longer, searching for meaning, memory, and connection. And they’re choosing homes that reflect that same spirit.
Hosting in Morocco isn’t just about capitalising on a market—it’s about joining a movement. One that values beauty, belonging, and meaningful travel. In 2025, the best-performing properties are the ones that feel real: design-led, well-run, and rich in story. And as the market matures, the question isn’t “can I list here?”—it’s “what am I offering that truly matters?”
At azulomo, we help holiday home owners navigate that journey with heart and clarity. Because soulful hosting doesn’t just feel good—it performs better too.
From Marrakech medinas to surf-side rooftops, Morocco’s rental market is booming. But in a sea of listings, only soulful hosting truly stands out.
Ask anyone walking through the souks of Marrakech or sipping mint tea by the sea in Essaouira, Morocco feels different this year. There’s a quiet buzz in the air, a shift in who’s arriving, how long they’re staying, and what they’re seeking. Travellers are no longer ticking boxes. They’re slowing down, staying longer, and trading in the whirlwind tour for something more grounded, more real.
This isn’t just a rise in visitor numbers, it’s a rise in intention. Morocco is attracting a new wave of guests: couples seeking silence in the Sahara, digital nomads building routines in surf towns, families rediscovering tradition in a riad with a courtyard. The short-term rental market is reflecting that shift. Guests are choosing homes with soul, spaces that tell a story, and hosts who understand that hospitality is about presence—not perfection.
So what does all this mean for owners? Whether you’re already hosting or just dreaming of it, the Moroccan market in 2025 offers something rare: room to grow, room to create, and room to do it your way—so long as you do it with care.
Let’s look at what’s really happening on the ground—and what it means for your next chapter.
1. Tourism Demand: Record-Breaking Growth
Morocco’s tourism sector has exploded in 2025. Between January and May, the country welcomed 7.2 million visitors—a 22% rise on the previous year and a 68% increase compared to the same period in 2019 (Morocco World News, 2025; Forbes Middle East, 2025). That growth follows 4 million arrivals in the first quarter alone (+22% year-on-year) (EN 7 News, 2025; Barlaman Today, 2025), and even January by itself saw 1.2 million visitors, up 27% (Travel Daily Media, 2025).
→ What this means for hosts: These aren’t just statistics—they’re signs of a massive, ongoing shift in travel behaviour. More tourists mean more demand for accommodation, and as Morocco draws global attention, expectations rise. Travellers want better design, deeper connection, and memorable guest experiences.
2. Guest Preferences: Soul Over Commodity
Let’s take a moment to peek behind the booking curtain. In Marrakech alone, there are now over 9,442 active Airbnb listings (Airbtics, 2025). And they’re not sitting empty. The average home is booked for around 234 nights a year—that’s nearly two-thirds of the calendar (Airbtics, 2025). Most of those bookings come in at around MAD 789 per night, which is about €72 (Wikipedia Airbnb Cities Report, 2025). Put that together, and you’re looking at roughly MAD 178,000 a year, or just over €16,000 per property in annual income (APA News, 2025).
But these aren’t just anonymous hotel-style apartments or minimalist white boxes with a keycode and a checkout time. The properties doing well? They’re the ones that feel lived-in and loved. A restored riad with handmade tiles. A sunny rooftop terrace where mint tea tastes better at sunset. A welcome basket with dates from the market and the faint sound of the call to prayer drifting through the window.
→ Why that matters: Two-thirds of the year booked is not a fluke. Travellers are intentionally choosing places that feel personal, atmospheric, and grounded in place—like riads with authentic tilework, local breakfast, and attentive service. Hosts don’t need luxury—just personality and care.
3. Let’s talk numbers—but in plain language.
In the wider Marrakech Prefecture, short-term rental hosts on platforms like Airbnb and Vrbo are seeing some strong performance. On average, listings are hitting around 43% occupancy—so just under half the nights of the year—and bringing in about US $315 per night booked. That adds up to an average monthly gross income of approximately US $21,100 for active, established hosts (AirDNA, 2025; Atlas Villas Marrakech, 2025).
Now, that might sound surprising—especially when you hear that less than half of the calendar is booked. But here’s the thing: with the right kind of property and approach, you don’t need to be full every night to earn well. Moroccan stays tend to have higher per-night value during peak seasons—think springtime in the medina, festive holidays, or the cooler winter months when the city is buzzing but not sweltering.
This isn’t about constant turnover or exhausting yourself trying to fill every slot. It’s about creating a home that stands out, feels special, and attracts the kind of guests who stay longer and spend more. A beautifully run riad or guesthouse with thoughtful touches, great photography, and solid reviews can bring in healthy income without chasing volume.
→ So, yes—hosting can be profitable. But not because you're overbooked and overwhelmed. It's profitable when you design with purpose, deliver a strong experience, and align with what guests genuinely want. It’s about consistency, quality, and heart—not just high occupancy.
4. Property Prices: Affordable Now, Appreciating Soon
Morocco still offers accessible price points for overseas buyers:
Restored medina riads in Marrakech: €100,000–€250,000 (Local real estate agency listings, 2025)
Modern central apartments in Casablanca: €150,000–€300,000
Coastal homes in Essaouira or Agadir: up to €280,000
Emerging destinations like Taghazout, Oualidia, and Imlil are drawing interest for their lifestyle appeal and development potential (Idealista Morocco Listings, 2025).
What this means: You can still enter the market affordably—but these windows are narrowing. Buyers are snapping up properties not just for holidays, but for long-term rentals, retreats, and remote work stays.
5. Regulations: Professionalism Rewarded
In 2025, Moroccan authorities require all short-term rentals to be registered locally and hold a tourism licence, with growing enforcement of zoning and quality standards. Non-compliance can lead to fines of up to €10,000 and removal from platforms like Airbnb (Moroccan Ministry of Tourism, 2025; Le Matin, 2025).
→ What it means for you: It’s no longer possible to run informal, under-the-radar STRs. But for serious, thoughtful hosts, this regulation clears the field. A clean licence gives credibility and ensures smoother operations—and reassures guests that you run a safe, trusted property.
6. Guest Types & Destinations: Diversity Drives Demand
One of Morocco’s greatest strengths? It speaks to so many different kinds of travellers—and each one is looking for something a little different from their stay. That’s good news for hosts. Because whether your place is a surf shack, a mountain hideaway, or a tiled riad tucked behind a wooden door, there’s likely someone dreaming of exactly that.
Take the culture connoisseurs. They come for the centuries-old medinas of Marrakech, Fez, and Chefchaouen. They want colour, calligraphy, and that feeling of getting slightly lost on purpose. They’re drawn to homes that echo history—arched doorways, lantern-lit courtyards, handwoven textiles. If your place feels like a storybook, they’re in.
Then there are the adventurers. You’ll find them hiking in the Atlas Mountains, camping in the Sahara, or arriving dusty and starry-eyed from camel treks. They love places that feel close to nature but offer a soft landing—eco-lodges, rustic retreats, riads with strong showers and stronger coffee.
Coastal travellers come for a different pace entirely. Think surfers, sun-lovers, and digital detoxers heading to Essaouira, Agadir, or Taghazout. They want sea breezes, sandy feet, fresh seafood—and a laid-back home base that’s as relaxed as they are. A terrace helps. So does a hammock.
Digital nomads are quietly reshaping the STR landscape. They stay longer, need good Wi‑Fi, a comfortable workspace, and maybe a great café nearby. You’ll spot them in Essaouira, Taghazout, and urban spots like Casablanca, where they can balance work and wander.
Then come the families and groups. They’re looking for space, safety, and a little structure—ideally with a pool or outdoor dining space. Agadir and Marrakech are popular choices for school holidays, milestone trips, and those unforgettable three-generation stays.
And let’s not forget the experience seekers. They’re less about location and more about how a place feels. They’ll travel for a hammam under the stars, a home-cooked Berber dinner, or a riad filled with soft light and quiet beauty. Design matters to them. So does energy.
→ Why does all this matter? Because when you know who you're hosting for, everything becomes easier—your listing, your decor, your welcome experience. Not every home is for every guest. And that’s a good thing. The most successful hosts don’t try to please everyone. They create something meaningful for someone.
7. Coastal vs Inland Demand: Timing & Lifestyle
Not all parts of Morocco move at the same pace—and neither do the bookings. If your place is by the coast, say in Agadir, Essaouira, or Taghazout, you’re likely to see a steadier flow of guests all year round. Why? Because the ocean doesn’t go out of season. Surfers keep chasing waves, digital nomads keep setting up with sea views and laptops, and wellness travellers are happy to unwind by the beach whether it’s January or July (Airbnb UK Market Report, 2025).
On the other hand, inland gems like Marrakech and Fez often work on more of a rhythm. These places shine in spring and autumn when the weather is just right, and bookings spike around festivals, holidays, and cultural events. Summer can get a bit too warm for some, but the cooler months bring back travellers in droves—especially those looking to soak up history, markets, and medina magic.
→ For hosts, it’s a matter of timing and tailoring. A coastal home can offer more reliable bookings throughout the year, while a beautifully run riad in Marrakech might earn more per night—but requires thoughtful planning around seasons and special occasions. Both can work brilliantly—as long as you know your guest, your rhythm, and your moment.
8. A Moment of Opportunity—With Intention
In 2025, Morocco isn’t just trending, it’s transforming. Guests no longer want the cheapest deal or the fanciest room. They want meaning. They want homes with heart, hosted by people who care.
To stand out, your rental should:
Reflect Moroccan culture in design, materials, and sensory touches
Offer immersive extras like cooking classes, desert dinners, or medina walks
Meet all local licensing and safety requirements
Speak clearly to one type of guest, not everyone
Use seasonal pricing and creative offerings to keep bookings coming all year
→ Bottom line: Hosting here is no longer about volume, it’s about value, emotion, and intentionality.
9. The Instagram Effect: Chefchaouen & the Rise of Visual Travel
Morocco isn’t just attracting tourists—it’s captivating the digital gaze of millions. Social media, especially Instagram and TikTok, continues to shape travel decisions, with visual aesthetics playing a massive role in destination choice. One town stands out above the rest: Chefchaouen, Morocco’s famously blue-painted mountain city.
With its cobbled alleys, indigo walls, and hillside vistas, Chefchaouen has become a global icon for Instagrammable travel, drawing influencers, photographers, and digital nomads seeking content with cultural depth and dreamy backdrops. Posts tagged #Chefchaouen surpassed 1.5 million on Instagram in early 2025 (Instagram data, 2025), and the town ranks among Morocco’s most geo-tagged locations.
Why this matters for STR owners:
Visual destinations create emotional pull. Guests book homes they can see themselves in.
Rentals that photograph well—and that offer shareable moments—get rebooked and re-shared.
Influencer partnerships (even micro or niche influencers) are increasingly shaping occupancy rates, especially in Chefchaouen, Essaouira, and Taghazout.
Actionable tip: If your property is in or near a highly visual town like Chefchaouen, lean into it. Curate spaces that are photo-ready. Think tiled nooks, rooftop breakfasts, mood lighting, and distinctive details. If you're coastal or desert-based, play up your views, materials, and natural light. Then make it easy for guests to tag, post, and share.
→ Influencer marketing in Morocco isn’t just about luxury—it’s about emotion, design, and storytelling. Give guests something to remember, and they’ll give your listing something priceless: visibility.
One Wave at a Time
Morocco is offering holiday home owners something rare: the chance to be part of a booming market and a meaningful movement. It’s one of the few places where culture, climate, affordability, and authenticity all meet—and where soulful hosting still feels possible. Guests are coming from all over the world, and they’re not just looking for a bed—they’re looking for beauty, belonging, and something to remember.
But this opportunity doesn’t reward shortcuts. The homes that rise above the rest aren’t always the biggest or the most expensive—they’re the ones with intention behind every detail. The ones with a story to tell. The ones that feel rooted in place, but open to the world. Properties that are well-run, well-styled, and well-aligned with what guests really want today: rest, resonance, and a sense of connection.
If you're the kind of owner who wants more than just bookings—who wants to create something beautiful, profitable, and personal—this is your moment. Whether you're dreaming of restoring a riad, welcoming guests to a surf shack, or crafting slow stays in the desert, the Moroccan market is ready for hosts who lead with heart and follow through with clarity.
At azulomo, we help you build that kind of business—the kind that feels as good as it performs. With guidance, design insight, strategy, and soulful support, we walk beside you as you turn your vision into a stay guests never forget.
“Morocco in is where culture meets opportunity. A country of contrasts—bustling souks and silent deserts, cliffside kasbahs and café-culture coastlines. It’s not just attracting tourists; it’s inspiring them to stay longer, go deeper, and seek homes that reflect the richness around them. From the medina rooftops of Marrakech to the Atlantic breezes in Essaouira, Morocco offers holiday home owners a chance to be part of something vibrant and lasting. And while the market is thriving, it’s the soulful, well-run stays that rise to the top. Hosting here isn’t about volume—it’s about vision. And there’s still time to create something truly unforgettable.”
