Fez — Marrakech, Morocco, has been named the number one travel destination for 2026 by Rough Guides, based on data from more than 30 000 tailor-made trip enquiries and expert insights on travel trends.
Unlike lists driven by luxury or exclusivity alone, the 2026 rankings emphasize destinations that offer authentic culture, immersive heritage, and sensory experiences.
Marrakech takes the top spot ahead of Crete in Greece and Bali in Indonesia, showing how global travelers are prioritizing vibrant local life and deep cultural connection.
Morocco’s success in these rankings signals a broader shift in global tourism. Travelers are increasingly drawn to history, traditional markets, food culture, and living heritage rather than just beach resorts or modern attractions.
The Red City’s historic medina, bustling souks, and centuries-old rituals encapsulate this trend, making it a gateway for visitors who want not just to see a place but to feel it.
Beyond Marrakech, Morocco’s diverse landscapes — from the Atlas Mountains to desert valleys and coastal towns — add depth to its appeal.
The economic and cultural impact of the travel boom
This surge in global interest is translating into significant economic opportunities for Morocco, particularly for local artisans, traditional guesthouses (riads), and cultural guides.
Unlike mass tourism models, the focus on authenticity tends to distribute wealth more broadly across local communities that preserve and showcase heritage. The influx of culturally-minded tourists encourages the sustainability of traditional practices, from intricate zellige tile work and leather tanning to regional culinary techniques.
The recognition is also shaping Morocco’s global brand perception. Moving beyond its reputation as a niche adventure destination, Morocco is being redefined as a central hub for deep cultural exchange and intellectual curiosity.
This positive shift is likely to encourage further investment in infrastructure that supports sustainable, high-quality tourism, such as eco-lodges in the mountains and responsible tourism initiatives in the Sahara.
Ultimately, Morocco’s dominance in the 2026 rankings is more than just a temporary trend; it signals the successful alignment of its rich cultural offering with the evolving demands of the modern, conscious traveler.
This combination of authentic experiences and accessible adventure has helped Morocco stand out in a competitive global travel landscape as 2026 travel plans take shape.
