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Every summer, thousands of Moroccans hit the roads or board flights to Spain and Portugal. While the beaches of Costa del Sol, the bustling shopping streets of Madrid, and the boutiques of Barcelona remain top destinations, major retailers are closely monitoring their spending habits. So much so that Spanish giant El Corte Inglés now considers the Moroccan market as a cornerstone of its international strategy.
Previously concentrated mainly in Andalusia, Moroccan visitors are now expanding their travels to Madrid, Barcelona, Valencia, Alicante, and even Lisbon. This shift reflects a growing upscale clientele seeking a blend of shopping, gastronomy, hotels, and leisure.
Tax-Free Shopping Drives the Trend
«We are now witnessing a genuine Moroccan phenomenon. This customer base represents a strategic growth driver for El Corte Inglés, with a rapidly increasing impact, particularly in the premium and Tax-Free segments» explains Gaël Vignon, International Customer Manager for Morocco at El Corte Inglés.
This upward trend is prompting the retailer to enhance its offerings for international visitors. A major selling point remains the VAT refund system. El Corte Inglés highlights a Tax-Free refund of up to 15.7%, among the highest in Europe according to the company. To streamline the process, the group utilizes Global Blue spaces, dedicated kiosks, and personalized support designed to expedite refund formalities.
«Our goal is clear: to make the Tax-Free experience simple, fast, and worthwhile. We've invested heavily in systems that enable our customers to save time and maximize their purchasing power», Gaël Vignon says.
Beyond saving money, the group aims to build customer loyalty through a comprehensive experience. Their international card offers an immediate 10% discount on a wide selection of products and brands.
Surges During Holidays and Summer
According to El Corte Inglés, Moroccan visitor habits have evolved significantly in recent years. «We are seeing a clear shift: our Moroccan customers no longer come solely to shop, but to enjoy a complete experience combining shopping, gastronomy, hotels, and leisure», the manager summarizes.
This growing importance is mirrored in the calendar. The weeks following Eid al-Fitr and Eid al-Adha now witness heavy foot traffic, alongside summer sales. Stores in Andalusia, particularly those in Marbella, Málaga, Granada, and the Mijas Outlet, experience especially strong visitor numbers during these times.
Along this shopping path, one hub stands out: the Bahía de Algeciras center. Located near the port linking Spain and Morocco, it serves as a preferred stopover for many travelers, especially during the busy summer period when both domestic and international Moroccans crisscross the area.
«Algeciras is both an entry and exit point. It’s a strategic contact point that allows us to support our customers at every stage of their journey», Gaël Vignon explains.
To retain this loyal clientele, the retailer is gradually adapting its services. Several stores now offer halal products, services designed specifically for international visitors, and personalized in-store assistance.
Not Just Spain, But Portugal Too
This strategy reflects a broader shift in Moroccan tourism toward Spain and Portugal. While Andalusia remains a favorite, travelers are increasingly diversifying their itineraries, creating new hubs of attraction across the peninsula.
«We are seeing growth across the entire peninsula. El Corte Inglés is now the benchmark for this clientele, regardless of their destination», Gaël Vignon says.
As summer sales approach, the group expects another rise in Moroccan footfall. At a time when European destinations are competing to attract high-spending visitors, the Moroccan market appears to be a sustainable growth driver.
Beyond the numbers, this trend illustrates a change in the profile of Moroccan travelers: more mobile, seeking personalized services and a premium experience, they have become a crucial force in shopping tourism in Spain and increasingly in Portugal.
