TL;DR
- Morocco bookings from the UK surged 81% year-on-year, with Egypt up 30% and Tunisia search activity up 68% for 2025 travel.
- Flight capacity from UK airports to North Africa has more than doubled since 2019 — making these destinations easier to reach than ever.
- All-inclusive resorts in Egypt and Morocco deliver four and five-star experiences at noticeably lower price points than many Western European alternatives.
- British visitors are leading Tunisia’s tourism comeback, with arrivals up 48% in the first half of 2025.
Something remarkable is happening across North Africa — and it’s creating genuine opportunities for UK travel agents.
From Morocco’s medinas to Egypt’s Red Sea shores and Tunisia’s Mediterranean coastline, UK holidaymakers are booking North African escapes in numbers not seen in over a decade. The data tells a compelling story, and it’s worth understanding what’s behind it.
The Numbers Worth Knowing
Morocco welcomed 8.9 million tourists in the first half of 2025 alone — a 19% increase compared to the same period in 2024. By the end of 2024, the country had already achieved 17.4 million visitors, exceeding its tourism targets two years ahead of schedule.
Tunisia’s recovery has been equally impressive. The country recorded 5.3 million arrivals by July 2025, representing a 9.8% increase year-on-year and a 16.2% jump over pre-pandemic 2019 levels.
Perhaps most striking is the UK-specific data. British tourists are leading Tunisia’s tourism comeback, with arrivals up 48% in the first half of 2025. The British Ambassador to Tunisia, Roddy Drummond, forecasts approximately 400,000 British visitors to Tunisia in 2025 — matching pre-2015 levels for the first time in a decade.
What’s Pulling UK Travellers There
Year-Round Sunshine Without the Premium
While European destinations offer reliable summer sun, North Africa delivers comfortable temperatures even outside peak season. Morocco, Egypt, and Tunisia boast mild winters and guaranteed sunshine, transforming them into year-round options for UK travellers seeking warmth.
For clients tired of paying premium prices for Mediterranean summer slots, North Africa offers an attractive alternative.
All-Inclusive Value That Works
Egypt’s all-inclusive resorts have become benchmarks for value, offering four and five-star experiences at noticeably lower price points than many Western European alternatives. Sharm El Sheikh, Hurghada, and Marsa Alam feature resort-style hotels with lagoon pools, swim-up bars, extensive water parks, and complimentary activities — all included in the upfront price.
Morocco’s Agadir and Marrakech regions have followed suit, with family-friendly all-inclusive properties featuring aqua parks, multiple pools, and diverse dining options.
Easier to Get There
Aviation analysts Cirium report that flights from UK airports to North Africa have more than doubled, from 8,653 in 2019 to 19,847 projected flights for 2025 — a 129% increase. This expanded capacity makes North Africa more accessible than ever for UK travellers, with competitive pricing and convenient departure times from regional airports.
Meanwhile, flights to Spain and Portugal are growing at a more modest 10% and 9% respectively.
Cultural Depth Beyond the Beach
Beyond sun and value, these destinations offer experiences that resonate with today’s experience-hungry travellers. Morocco’s souks, desert landscapes, and Atlas Mountain villages provide authentic cultural immersion. Egypt combines beach relaxation with bucket-list experiences like the Pyramids of Giza and Red Sea diving. Tunisia offers a blend of Mediterranean beaches, Roman ruins, and culinary heritage that appeals to culture-curious families.
Where the Booking Opportunities Are
Families Leading the Charge
Family bookings are driving much of the North Africa growth. Morocco’s family-friendly infrastructure includes hotels with dedicated kids’ clubs, aqua parks, and shallow pool areas perfect for younger children. Properties like the AQI Aqua Mirage Club near Marrakech blend Moroccan design with waterpark thrills, while Agadir’s beachfront resorts offer watersports and camel rides along the sand.
Egypt’s family appeal centres on its combination of educational value and entertainment. Red Sea resorts feature extensive kids’ clubs, child-friendly buffets, and age-appropriate activities, while day trips to historical sites add an educational dimension that parents value.
Tunisia’s Mediterranean beaches and family resorts in Sousse and Hammamet offer similar family-focused amenities with the added benefit of shorter flight times compared to long-haul alternatives.
Couples and Adults-Only Spaces
For couples seeking relaxation, Egypt’s adults-only properties like the Meraki Resort in Sharm El Sheikh and Sensimar Premier Le Reve in Hurghada deliver premium spa experiences, gourmet dining, and sophisticated atmospheres. Morocco’s boutique riads in Marrakech and coastal resorts in Essaouira cater to couples looking for romantic escapes with cultural depth.
Multi-Generational Groups
North Africa’s all-inclusive model works brilliantly for multi-generational travel. Resorts with varied dining options, diverse activity programmes, and both adult and children’s pools allow different age groups to enjoy their holiday preferences while staying together. The value proposition becomes even stronger for larger family bookings, where all-inclusive pricing provides budget certainty.
Client Conversations That Open Doors
“Have you considered Morocco for your next family holiday?”
This simple pivot question can open conversations about value, culture, and year-round sunshine. With Morocco bookings up 81%, clients are already seeing friends and family share experiences on social media, creating natural curiosity.
“Egypt offers five-star all-inclusive at genuinely accessible prices.”
When clients express sticker shock at Mediterranean resort pricing, Egypt provides a compelling alternative. The data backs this up — major booking platforms report Egypt bookings growing 30% year-on-year, driven primarily by value-conscious families.
“Tunisia is back — and British travellers are returning in record numbers.”
For clients with memories of Tunisia from years past, the destination’s comeback story is compelling. With 400,000 UK visitors expected in 2025 and security improvements well-established, Tunisia represents both nostalgia and renewed confidence.
The Practical Bits Worth Knowing
Seasonality and Timing
While North Africa offers year-round appeal, peak demand periods still command premium pricing. Morocco sees highest visitor numbers during spring (March to May) and autumn (September to November) when temperatures are most comfortable for sightseeing.
Egypt’s Red Sea coast maintains consistent appeal year-round, though European winter months (November to March) see peak family bookings as clients seek guaranteed sunshine.
Tunisia’s shoulder seasons (April to May and September to October) offer excellent value, with comfortable temperatures and fewer crowds than peak summer.
Client Education on Safety
Tunisia’s tourism recovery required addressing lingering safety perceptions from 2015. Travel agents play a crucial role in this conversation, referencing current Foreign Office guidance, security improvements, and the fact that millions of European tourists (including 400,000 Britons) are confidently visiting Tunisia in 2025.
All-Inclusive vs. Room-Only
For North Africa, all-inclusive packages typically offer superior value and client peace of mind compared to room-only bookings. The convenience factor resonates particularly strongly with families and first-time visitors to the region.
However, clients interested in exploring local restaurants and markets may prefer half-board or bed-and-breakfast options, particularly in culturally rich destinations like Marrakech and Fez.
Looking Forward
Industry forecasts suggest North Africa’s UK market growth will continue through 2026 and beyond. Morocco expects to maintain double-digit tourism growth as infrastructure investments in accommodation and air connectivity bear fruit. Tunisia targets 11 million total arrivals by year-end 2025, with UK visitors representing an increasingly important segment.
Egypt’s new Grand Egyptian Museum, set to become the world’s largest archaeological museum, will add another compelling draw for culturally curious travellers.
For UK travel agents, North Africa represents more than a trending destination — it’s a genuine solution to client challenges around value, quality, and year-round sunshine. The combination of expanded flight capacity, improved hotel infrastructure, and strong booking momentum creates favourable conditions for confident recommendations backed by solid data.
The shift toward North Africa isn’t about UK travellers abandoning traditional favourites like Spain and Greece. Rather, it reflects an expanding appetite for diverse experiences, driven by value considerations and a desire for cultural richness alongside beach relaxation.
Agent Advantage Insight
With Morocco bookings up 81% and Tunisia expecting 400,000 UK visitors in 2025, North Africa has moved from “nice alternative” to mainstream choice. Agents who position these destinations as year-round, value-driven options with genuine cultural depth will find themselves meeting client needs that Mediterranean summer slots simply can’t match at current price points.
