Amid sharp price increases when travelling to , more and more are turning away from the European country in favour of Morocco as they seek more affordable and diverse travel options. Compared to pre-pandemic prices, flights from the UK to Spain have more than doubled in some cases, no longer making it an option for budget-conscious travellers.

In contrast, flights to have remained affordable, with recent data from travel agencies and booking platforms showing the scales have tipped in the African country's favour. Now, Morocco has become a for Brits looking for an affordable while still enriching holiday experience. TUI UK has reported a 30% increase in summer bookings to Egypt compared to 2024, along with double-digit growth for Tunisia and strong demand for Morocco, all citing better value for money.

Meanwhile, Booking.com recorded a 68% increase in searches for summer breaks in , with rises in and Morocco of 64% and 39%, respectively.

Morocco has become increasingly popular thanks to its high-quality hotels, which are being offered at significantly lower prices than similar options in Spain, France and Italy. For example, a week's holiday in Agadir averages around £889 per person, while popular destinations like and Mykonos in Greece and Marbella in Spain now require travellers to fork out prices ranging from £1,000 up to £2,700 per person, according to .

While Spain remains a favourite destination for many, the cost of flights and accommodation has sharply increased, especially in hotspots like the Canary Islands and on the southern coast. These price hikes are a result of both increased demand and new tourist taxes introduced by local governments to fund sustainability projects and improve the lives of locals. However, these additional fees are starting to drive budget-conscious tourists away.

Morocco's tourism sector has expanded rapidly, and millions of visitors arrive annually. The country has made considerable investments in , safety, and marketing, and it has now become a top holiday destination for British tourists seeking sunny getaways that combine both adventure and relaxation.

Tourists can explore vibrant medinas in , Fez, and Rabat, discover stunning mosques like the Hassan II Mosque in Casablanca, trek through the Atlas Mountains, relax on beautiful beaches, and experience the Sahara Desert while hitching a ride on a camel.

Meanwhile, Spain continues to tackle overcrowding in its most popular areas and ongoing protests by locals who share concerns about the cost of living, housing and the environmental impact of mass tourism. On Sunday (June 15), through the capital, Palma, telling tourists to "go home".

Morocco's unmatched affordable prices, rich culture, and expanding tourism infrastructure are quickly making it a preferred destination for British holidaymakers, meaning Spain will need to devise a plan to respond.