UK tourists ditch Europe for Morocco’s affordable getaways amid anti-tourism sentiment

More British tourists are choosing Morocco over traditional European destinations such as Spain, Italy, and Portugal. This shift is driven by Morocco’s affordability, proximity, and diverse landscapes, as well as growing anti-tourism sentiment in parts of Europe.

As summer holidays approach, more and more British tourists are ditching classic European hotspots like France, Spain, and Portugal in favor of North African destinations, especially Morocco. Aviation analysts have recently reported a significant surge in flights from the UK to the region, driven by the search for more affordable travel options such as Morocco, Tunisia, and Egypt.

Recent data from aviation analytics firm Cirium, widely cited in British media , shows that 19,847 flights are expected to depart UK airports for North Africa in 2025, more than double the 8,653 flights recorded in 2019.

These rising trends haven’t gone unnoticed by travel companies. Tui has reported strong demand for Morocco, attributing it to better value for money, while Booking.com noted a 39% increase in searches for summer holidays in Morocco.

Affordability and proximity

Travel experts say Morocco, along with other North African destinations, offers incredible value for money, drawing in budget-conscious British holidaymakers who might have otherwise chosen mainland Europe. One example of this affordability becomes clear when comparing a week-long stay in Agadir, renowned for its beaches, including the surf village of Taghazout, which costs around £889 per person, to European hotspots like Santorini, Mykonos, or Marbella, where prices can range from £1,000 to £2,700 per person, British media reports .

Proximity is another advantage. With round-trip fares as low as £30, many are opting for day trips or short stays, drawn by warm weather and accessible experiences—like one British tourist who spent just seven hours in Agadir with her son, enjoying the beach, cable car, and local food for a total of £120.

Rising anti-tourism sentiments in Europe

In addition to affordability and proximity, Morocco's appeal lies in its diverse landscapes, from the Sahara to the beach and the mountains, and its consistently beautiful weather, making it an ideal year-round destination.

Meanwhile, growing anti-tourism sentiment in parts of Europe may also be influencing this shift. In early June, residents in Spain and other European countries took to the streets to protest mass tourism, citing rising housing costs that are pricing locals out of their own cities.

The largest protests took place in Mallorca and Barcelona, with similar demonstrations in Lisbon, Venice, and elsewhere, where protestors marched, waved signs, and even sprayed tourists with water pistols.