Tourism has more than doubled since 2002, to nearly 10 million visitors in 2011. King Mohammed VI wants to increase the annual visitor numbers to 18 million by 2020.
The royal ruler's strategy is underpinned by infrastructure development, making traveling around the country even easier.
Add to this a program of ongoing social, political and economic reforms, and Morocco is one of the most moderate and peaceful countries in the region.
Here are 10 things you'll want to know before you arrive:
1. Cafes dominate life in Tangier.
Cafes are the key place to socialize, for Moroccan men at least. They gather to drink sweet mint tea and watch people as they go about their affairs.
The northern port city of Tangier has a history of literary bohemianism and illicit goings-on, thanks to its status as an International Zone from 1923 to 1956.
The Interzone years, and the heady decades that followed, saw writers, rock stars and eccentrics flock to the city's 800-plus cafés.
Two must-visit spots: Cafe Hafa (Ave Hadi Mohammed Tazi), overlooking the Strait of Gibraltar, was a favorite hangout of Tangier's most famous expat, writer and composer Paul Bowles.
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