Evaluating the determinants of tourism demand for policy implications: Insights from the Moroccan case
Author Identifier (ORCID)
Ghialy Yap: https://orcid.org/0000-0002-7996-8019
Abstract
Purpose – This study aims to assess the key determinants influencing Morocco’s international tourism demand to guide the development of an effective national tourism policy aligned with the country’s 2023–2026 tourism roadmap. By analyzing tourist arrivals (TA) from 45 source countries between 2000 and 2022, the research identifies economic and non-economic factors critical to achieving the target of 17.5 million tourists. Priority areas include pricing, infrastructure, security, governance and climate risk resilience. Design/methodology/approach – Using a hypothetico-deductive and quantitative approach, the study applies dynamic panel data models, including the generalized method of moments, to account for endogeneity and unobserved heterogeneity. Key variables include tourists’ income, relative prices, infrastructure, destination security, government integrity, investment freedom (IF), economic crises and climate-related disasters, enabling robust estimations of tourism demand drivers. Findings – Tourists’ income and relative prices influence TA. Improved infrastructure, governance, security and IF also encourage demand. Conversely, climate-related natural disasters and economic crises reduce inbound tourism to Morocco. These findings highlight the need for integrated policies to sustain growth and meet Morocco’s 2026 tourism goals. Research limitations/implications – Reliance on open-access databases limits detailed insights into tourists’ risk perceptions and the influence of social media on tourism in Morocco. Practical implications – Future research should integrate behavioral and perception indicators, using mixed methods to deepen understanding of sustainability and competitiveness. Policymakers can use current findings to tailor effective and resilient tourism strategies aligned with national goals. Originality/value – This study highlights the importance of integrating economic and non-economic factors in advancing tourism demand research. It provides actionable insights that support Morocco’s 2026 economic roadmap.
Keywords
Dynamic panel data, Morocco, policy implications, tourism demand
Document Type
Journal Article
Date of Publication
1-1-2026
Publication Title
Journal of Hospitality and Tourism Insights
Publisher
Emerald
School
School of Business and Law
RAS ID
91606
Copyright
subscription content
First Page
1
Last Page
21
Comments
Lakhlifi, H., & Yap, G. (2026). Evaluating the determinants of tourism demand for policy implications: Insights from the Moroccan case. Journal of Hospitality and Tourism Insights. Advance online publication. https://doi.org/10.1108/JHTI-05-2025-0626