Morocco’s National Tourist Office (OMNT) is placing Marrakech, the capital of the Marrakech - Safi region, located west of the Atlas mountains, home to beautiful mosques, palaces and gardens, highlighted by its walled medieval city dating to the Berber Empire and a captivating medina densely packed at the centre of its promotion.
ONMT is highlighting Marrakech UNESCO - listed medina and its network of bustling souks at the heart of its destination marketing strategy, as the country recorded a record 17.4 million visitor arrivals in 2024, up 20%, on 2023, and welcoming 19.8 million tourists in 2025, representing a 14% increase from the previous year with Marrakech as a leading destination lined to these brilliant performances.
New and updated visitor guides are formalising routes through the medina key districts, from Souk Semmarine to the dyers’ and leatherworkers’ markets, with recommended itineraries linking the iconic Jemaa el – Fna square to the Mouassine and Ben Youssef neighbourhoods to better manage tourist flows and extend time spent in the old city.
The Marrakech Medina is a UNESCO Woirld Heritage walled fortified urban area founded in the 11th - century. Known as the “Red City” for its coral - coloured adobe walls, it features a labynthine maze of bustling artisan souks, historic palaces, hidden courtyard gardens, and the vibrant open - air theatre of Jamaa el Fna square transitions from a daytime market of snake charmers, performers and juice stalls into a massive open – air food market at night.
The emblematic souks are the largest traditional markets in Marrakech. Organized by trade, visitors can explore specific areas like Souk el - Attarine dedicated to spices, Souk Semmarine centred on textiles, Souk Hadddine, famous for blacksmiths and Souk Cherratine focused on leather goods.
These unique, vibrant markets are deeply embedded social and economic hubs, functioning not just as retail centres, but also as communities where interpersonal relationships, craftmanship and trade intersect, attracting a multitude of people for their incomparable atmosphere.
The medina’s role with its souks as a tourism engine is reinforced by data from Morocco’s Observatoire du Tourisme which ranks Marrakech among the country’s top destinations for hotel overnight stays.
The ONMT’s broader upmarket strategy combines the expansion of international air routes to Marrakech with experiential travel campaigns centred on the medina, its artisans and souk culture, targeting key European and M<idle Eastern source market.
Authorities continue to encourage visitors to use licensed guides, and highlight a dedicated tourist police presence supporting safety and visitor management across the historic centre.
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