Riviera Travel reveals Morocco is fastest-growing destination for trade

Riviera Travel has revealed Morocco as its fastest-growing destination for the trade, alongside strong demand for long-haul and extended itineraries.

The operator attributed the destination’s growing popularity to more customers looking for “an affordable, year-round cultural destination” that is an accessible alternative to traditional short-haul destinations.

The Marrakesh and The Atlas Mountains itinerary saw the highest growth in trade bookings with growth of 1,500% year on year.

Long-haul and extended “grand tour” itineraries are also seeing strong growth among agent partners, with the Grand Tour of New Zealand with Australia seeing passenger numbers up by 300%.

At the same time, the Grand Tour of Kenya and the Grand Tour of Portugal: Lisbon, Porto & The Douro Valley have experienced triple-digit growth in agent sales compared to last year.

The highest-performing river cruise itineraries are the Bruges, Medieval Flanders, Amsterdam & the Dutch Bulbfields and Gastronomy of the Seine, with passenger numbers rising by 400% and 354% respectively.

For 2027, the Highlights of the Douro Valley & Salamanca, The Best of Japan, Lake Garda, Venice & Verona, and Grand Journey on Canada’s Rocky Mountaineer & Alaskan Cruise have seen strong demand.

Vicky Billing, UK & Ireland director of trade, partnerships and loyalty, said: “These results are a true reflection of the strength of our partnerships across the trade, and we’re incredibly grateful for the ongoing support from our agent community.

“From the rapid growth we’re seeing in destinations such as Morocco, to the popularity of our European river cruises, these trends show that guests are continuing to value the culture, discovery and meaningful experiences that sit at the heart of every Riviera holiday.”

She added: “For our agent partners, these trends present a clear opportunity; Customers are actively planning ahead and looking for expert guidance.

“These insights help agents start more informed conversations, match customers with the right holiday, and make the most of demand across both touring and river cruising.”