In the annual report by the eDreams ODIGEO group published on Tuesday, 3 November, the Ochre City claimed top spot for bookings made by French travellers in 2026, dethroning Barcelona.
The international influence and appeal of the Moroccan destination reach a historic milestone across European source markets. According to the 2026 annual report published on Tuesday, 3 November, by online travel agency giant eDreams ODIGEO, Marrakech has risen to first place among the most booked destinations by French travellers. The Imperial City achieved the feat of dethroning Barcelona, which held the top spot the previous year, pushing the Catalan metropolis into second place ahead of Lisbon, Porto, and Palma de Mallorca. This performance confirms the exceptional momentum of the national tourism sector, driven by the expansion of direct air connections and the diversity of the Kingdom’s cultural and seaside offerings.
Sustained booking momentum across regions
This recognition follows a remarkable upward trend observed across specialized search engines in recent months. Already favored during autumn break, when it registered a spectacular surge at the top of flight searches, the Ochre City confirms its status as a reliable choice for the French market. While Barcelona retains top position overall across the group’s global international clientele, French travellers’ distinct preference for Marrakech demonstrates customer loyalty and the quality of the experience provided by local tourism stakeholders.
Economic benefits, local employment, and upskilling
Beyond statistical performance, this enthusiasm for tourism serves as a powerful engine for regional economic development across the Marrakech-Safi area. The continuous rise in arrivals directly benefits the entire local economic fabric, supporting craftsmanship, catering, tourist transport, and boutique hospitality. Growth in demand stimulates the creation of sustainable jobs for youth and encourages the establishment of small and medium-sized enterprises in innovative tourism services. The strategic priority now centers on accompanying this influx with continuous upskilling for hospitality professionals, while extending economic benefits into the region’s rural hinterlands.
