Morocco Is Close to Overtaking Vietnam Among British Tourists
Morocco could overtake Vietnam and become as soon as this year the destination most sold by Intrepid Travel to its British and Irish clients. The tour operator has just organized its largest familiarization trip in its history there.
Morocco is closing in on the top spot in Intrepid Travel’s sales in the United Kingdom and Ireland. Carrie Grant, who oversees partnerships with travel agencies in these two markets, believes that the country could now “challenge for first place” as soon as this year, reports Travel Weekly this Monday, September 21.
Vietnam, Morocco, Japan and Peru are currently among the destinations most frequently booked by the tour operator’s clients. Morocco benefits from the diversity of its offering, a relatively short flight time from the United Kingdom and the significant operational capacity that Intrepid already has in place there.
This growth confirms the growing interest of British tourists in Morocco. In the spring, several travel professionals had already noted increased demand for Marrakech, Tangier, Tétouan and the north of the Kingdom.
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To support this momentum, Intrepid organized its largest familiarization trip in its history in Morocco at the beginning of September. No fewer than 60 British and Irish travel agents took part in the operation.
60 British and Irish agents sent to Morocco
The participants discovered Marrakech and its medina before being divided among several destinations: Ouirgane in the Atlas Mountains, the Agafay Desert, Casablanca and Essaouira. The group then reconvened in Marrakech for the first professional summit organized by the tour operator.
The aim is to enable agents to become more familiar with the tours on offer so that they can then recommend the destination to their clients. “When agents truly believe in what they are selling, clients feel it too,” explains Carrie Grant.
Morocco already occupies a central place in the group’s global strategy. In fact, across all markets combined, it was its leading destination by number of clients in 2024. Intrepid transported exactly 22 778 travelers there across 22 itineraries.
The tour operator also has more than 100 employees based in Marrakech, in addition to 148 guides and crew members. This presence enables it to rapidly expand its offering in response to demand.
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Intrepid has also renewed its partnership with the Moroccan National Tourist Office for the 2026–2031 period. The announced objective is particularly ambitious: to increase the number of its travelers welcomed in Morocco each year to 200 000 by 2031, compared with fewer than 23 000 in 2024, according to Intrepid Travel.