“While Marrakech continues to capture a major share of international tourist flows, a new generation of travelers seeking more authentic and tranquil experiences is turning toward more confidential destinations,” observes the economic and political newsletter of the French Provence-Alpes-Côte d’Azur (PACA) region.
In this context, the publication notes that Rabat and the Tetouan region are emerging as the epicenters of a more intimate Morocco focused on the art of living, driven in particular by the opening of new high-end hospitality establishments.
Drawing on the latest “Ticket to Travel 2026” study by Marriott Bonvoy, the article’s author indicates that “lux-scaping,” or the art of integrating tailor-made luxury moments into a journey, is becoming a fundamental trend in the international tourism sector.
Regarding Rabat, “PresseAgence.fr” highlights that the Kingdom’s capital, long preserved from mass tourism, attracts visitors through its subtle balance between a rich imperial heritage and a strong sense of modernity.
Listed as a UNESCO World Heritage Site, Rabat is rich in cultural treasures, from the iconic Hassan Tower to the Mausoleum of Mohammed V, and the picturesque Kasbah of the Oudayas, not to mention a rapidly growing contemporary art scene, the same source adds.
The capital also stands out for its rapidly developing luxury hospitality offering, featuring high-end establishments integrated into natural environments and exceptional settings, it is noted.
In the north, the Tetouan region reveals a more artistic side of the Kingdom, deeply influenced by Andalusian and Mediterranean heritage, the media observes, adding that the medina of Tetouan, also listed as a UNESCO World Heritage Site, offers an authentic cultural immersion.
Along the shores of Tamuda Bay, the region also distinguishes itself through a developing luxury hospitality offering, combining contemporary architecture with traditional inspiration and high-end services, the article’s author notes.
The publication also highlights the proximity of Chefchaouen, nestled in the foothills of the Rif Mountains, whose quiet alleys and blue façades offer visitors a timeless escape.
Furthermore, the media emphasizes that the development of these destinations is strongly supported by rapidly expanding air connectivity, making them increasingly accessible, particularly to European travelers.