The Manchester Airport destination that’s welcoming UK tourists with open arms
‘Tourism has allowed us to share our culture, sell our handmade products, and afford to send our children to school’
You can’t beat the excitement of going on holiday abroad and escaping the miserable UK weather. Yet recently British tourists have faced a backlash from traditional holiday destinations in Europe.
Last year demonstrations against mass tourism were held in Spanish holiday hotspots, like the Canary Islands and Majorca with locals raising concerns over the impact of visitors. In response governments have announced measures including raising tourist taxes and introducing accommodation restrictions.
But there is a county where tourists are welcomed with open arms. Morocco has established itself as one of the fastest growing holiday destinations in the world – and among Manchester Airport’s most popular.
With its rich cultural heritage, scenic landscapes and welcoming atmosphere, the country has attracted millions of visitors. In 2024 it welcomed 17.4 million international tourists in 2024, a 20 percent increase over 2023, according to the latest UN tourism data.
The country views tourism as an area for economic growth and rather than seeing it as something which is negatively-impacting traditional ways of life, it’s using it to preserve these traditions and rituals.
To understand the role of Moroccan communities, I spoke with Rachida, a 24-year-old woman from Tahanaout, a village near Marrakesh. Her family originally lived in Tachddirt, the highest village in North Africa, but moved to Tahanaout in 1900 due to its agricultural opportunities.
However, in recent years, climate change has made farming more difficult, leading many locals to seek livelihoods in the tourism industry.
“I started working in tourism when I was 18 because it’s the only available work in my region,” Rachida explains. “I had to learn some English and French to communicate with visitors. I first worked in a women’s cooperative, making argan oil and explaining the production process to tourists.”
Rachida and many others in her village have seen their lives change for the better due to tourism. With the rise of travel booking websites and social media, more people are discovering Morocco’s hidden areas.
In nearby Agafay, once a region now transformed into desert, locals have adapted by introducing camel riding experiences, attracting visitors from all over the world.
Rachida told me that they’ve had visitors from across the globe, although the majority are British, French and Spanish. She said: “I have met tourists from France, Spain, Britain, the U.S., South America, Africa, Arab countries, China, India, and Russia. I never imagined I would interact with so many different people without leaving my village.
A huge benefit of tourism is the money it brings, as Rachida explains: “Tourism has allowed us to share our culture, sell our handmade products, and afford to send our children to school. In the past, children often stayed home to help with farming and livestock.”
By embracing tourism in this way, Morocco is able to share its rich history, including Berber culture, the indigenous population. Also known as Amazigh people, they have lived there for thousands of years. They make up almost half of Morocco’s population with a population of 15 million.
Tourism has helped highlight Berber culture. Many Amazigh communities, particularly in the Atlas Mountains, have historically built homes with stone and clay to protect themselves against extreme temperatures. Visitors can travel to these regions and witness how these methods continue to shape daily life for Berbers.
Amazigh cuisine has also gained attention. One such dish is Turkoko, a sweet food made from roasted green wheat or barley, traditionally enjoyed during the harvest season and Ramadan.
“I think it’s good for tourists to visit villages to understand how we live and how we produce healthy food using natural methods,” adds Rachida.
By approaching tourism in this way, Morocco is able to stand out as a holiday destination. It has the glorious weather many Brits long for, and affordable prices, but it also offers the chance to connect with centuries-old traditions and meet locals like Rachida, who are eager to share their way of life and welcomes travellers with open arms.
