Morocco’s promising future
A country on the cusp
This post was originally published on 17 January 2025.
A bright outlook
I recently had the opportunity to spend time in Morocco. I’d traveled to every other corner of the African continent except North Africa, and didn’t know quite what to expect.
I came away impressed by the natural beauty, some of the best infrastructure I’ve experienced on the continent, and the government’s ambitious investment plans. Locals say the country has undergone an economic transformation, and there’s plenty of visible evidence.
It’s not all rose-infused argan oil and mint tea, however. The monarchy government can react harshly to criticism. Women’s rights—though improving—remain fragile. And a gap exists between religious freedom in law and in practice.
Yet it’s a fascinating place with a promising future.
— Joe Kraus, Aftershocks Editor
3 things to know
Morocco has become Africa’s most visited country.
With 17.4 million tourists in 2024—a 20% increase from 2023—the country surpassed Egypt as Africa’s top tourist destination. Key drivers include infrastructure improvements, 120 new airline routes, and new luxury hotel openings. The government has set an ambitious goal of 26 million visitors by 2030, when it co-hosts the men’s FIFA World Cup alongside Portugal and Spain.
Why it matters: Tourism translates into revenue: $11 billion in 2024. Tourism has helped Morocco diversify its economy, accounting for around 7% of GDP. More than 800,000 people are directly employed in the sector. That has helped offset job losses in the agriculture sector, which has been hit hard by droughts the past two years. Morocco’s unemployment rate is nearly 14%, with youth unemployment near a staggering 40%.
Morocco is now the largest supplier of cars to Europe.
Its auto industry has been growing by double digits, enabling it to surpass China, India, and Japan and corner the European market. And there’s no plan to slow down. Production could increase to 1 million cars this year, including more electric vehicles. Further boosting the economy: The percentage of car parts produced domestically has steadily risen to more than 65%.
Why it matters: Morocco’s automotive industry barely existed 20 years ago. That makes its arrival as one of the world’s major auto industry players all the more impressive. But Morocco’s electric vehicle plans may hit a snag: Some European countries and the US—which for decades pressured developing countries to embrace free markets (often to their detriment)—are now embracing protectionism, which could harm countries like Morocco.
Morocco is transforming into a global green energy leader.
Morocco is the fifth highest rated country in the 2025 Climate Change Performance Index. It’s ahead of all but Denmark, the Netherlands, the UK, and the Philippines. 20% of its energy consumption comes from green hydroelectric, wind, and solar power. The country aims to increase this to at least 52% by 2030.
Why it matters: North Africa has enormous solar and wind power: Its installable capacity is more than 2 1⁄2 times Europe’s electricity output in 2021. Morocco has been investing heavily to harness this potential. It already lays claim to the world’s largest concentrated solar plant, and a proposed undersea cable between Morocco and the UK could meet 8% of the UK’s energy needs beginning in the early 2030s. Concerns about the environmental and human rights impacts of Morocco’s green energy projects, however, could threaten progress.
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