Moroccan Dirham sales surge amid tourism boom
22 May 2025
Travelex reports demand for Dirham with a spike in sales across the UK and Europe, up 67% and 33% respectively
Travelex has seen an increase in the sale of the Moroccan Dirham (MAD), reflecting the country’s new status as North Africa’s most popular tourist destination and its prevalence on cash transactions.
Between January and March of this year, Travelex reported Moroccan Dirham sales increasing by 67% in the UK and 33% in Europe compared to the same in 2024.
According to UN tourism data, last year Morocco emerged as Africa’s most-visited tourist destination, attracting 17.4 million international travellers in 2024 – a 20% year-on-year increase from 2023. In Q1 2025, Morocco attracted four million visitors, which is a 22% year-on-year increase on Q1 2024.
“Morocco has become an attractive destination for international visitors and we’re seeing this reflected in our sales of MAD,” said Simon Jackson, Chief Customer Officer at Travelex. “Travellers are looking for affordable destinations and given the cost-of-living challenges customers are facing it’s no surprise Morocco, filled with its rich culture and is becoming a tourist hot spot – heavy investment ahead of the 2023 World Cup and budget airlines increasing flight paths, it’s a great time to buy MAD and spend like a local.”
Morocco remains one of the world’s most cash-reliant nations, with cash still used in 90% of all purchases according to Western Union data. In particular, smaller vendors, taxis, bazaars and public transport are unlikely to accept card payments with a preference for cash.
“Travel money is especially important for cash-centric societies like Morocco and while digital payment will likely increase in the future, it’s our mission to ensure our customers have access to the currency - both cash and card - whenever and however,” Jackson added.