A new trend is sweeping across Morocco’s tourism landscape, with visitors increasingly embracing the freedom of self-drive exploration. Car rental services are reporting a surge in “drive-yourself” tourism, whereby visitors shun traditional tours in favour of renting cars and setting out on their own. This is a particular oculus of change in Casablanca, where travelers are taking to the wheel and moving off the beaten path beyond the historic landmarks—lower-profile sites open to visitors that typical tours might bypass.
For visitors and locals alike, the rise in rent car in Morocco services open up new opportunities, firing a fresh wave of discovery across Morocco’s diverse landscapes.
Why More Travelers Are Opting for Self-Drive Adventures
No less than one might expect, considering the peculiar combination that is Morocco of vibrant cities, coastlines, mountain ranges, and expanses of deserts, who would not want to find the country out at their own pace? While traditional tour companies operating in Morocco have long catered to structured itineraries, whisking visitors around such major cities as Casablanca, Marrakech, and Fes, increasingly more visitors are looking to explore on their own terms.
In Casablanca and other urban centres, rental car companies report growing reservations among visitors who want the freedom to stop anywhere they wish—whether it’s at a roadside souk, a cliffside panorama, or an ancient kasbah. That freedom has created a new kind of Moroccan tourism, one that opens up villages and scenic byways off the main roads, along with authentic local experiences.
Recently, Sarah Thompson, of the United States, shared her experience: “We got ourselves a Casablanca rent a car and started to drive through the Atlas Mountains down to the coast. It was the highlight of our trip,” Ms. Thompson said. “We saw so much more than we could have on a structured tour.”
Curated Routes: Morocco’s Response to the Self-Drive Trend
The result has been a slew of curated routes promoted by Morocco’s Ministry of Tourism that help guide the self-drive tourist toward places of scenic and cultural importance. Routes X-Class range from coastal cliffs in Essaouira to cedar forests in Ifrane, finishing at desert dunes in Merzouga.
These routes are designed to be as accessible as possible for car renters, from clear signage on the roads to detailed maps and even some roadside facilities. Some rental agencies include GPS units with pre-loaded route maps covering both well-known areas and some that are off the beaten track.
“So much of Morocco is available outside of the major cities,” a spokesperson with the Ministry of Tourism said. “Our curated routes help ensure visitors have a safe and memorable supporting local economies in more rural areas.”
Self-Drive is a way to help the economy and the local communities as well.
This rise in self-drive tourism has welcomed a change for local businesses. Small-town shops, artisanal markets, and family-run cafes profit from visitors who might not have strayed off the beaten path. In the mountain town of Azilal, Amine Bouzid, a local craftsperson, argues that he noticed a marked increase in visitors buying traditional rugs and handicrafts, many on their way to Ouzoud Falls, one of Morocco’s largest waterfalls.
“We see more tourists stopping by because they have their own cars,” Bouzid explained. “It’s wonderful, because they spend time with us, learn about our culture, and buy local products directly from us.”
In Casablanca and across Morocco, rental car companies are meeting the demand by increasing their fleets and adding models to deal with everything from compact city cars to rugged SUVs capable of handling mountain and desert terrain. Many offer weekend and multi-day rental packages that make it easier for travelers to take off on their own Moroccan road trips.