{"id":115489,"date":"2026-06-03T00:00:00","date_gmt":"2026-06-03T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/menaplus\/?p=115489"},"modified":"2026-06-03T06:48:58","modified_gmt":"2026-06-03T06:48:58","slug":"the-war-in-the-gulf-has-brought-misery-to-gcc-and-levant-operators-and-made-winners-out-of-egypt-and-morocco","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/menaplus\/2026\/06\/03\/the-war-in-the-gulf-has-brought-misery-to-gcc-and-levant-operators-and-made-winners-out-of-egypt-and-morocco\/","title":{"rendered":"The war in the Gulf has brought misery to GCC and Levant operators \u2014 and made winners out of Egypt and Morocco"},"content":{"rendered":"

War rarely creates tourism winners in our region, but the Iran conflict may <\/strong>have done exactly that.<\/strong> While GCC and Levant tourism businesses grappled with flight disruptions, falling hotel occupancy, and USD bns in lost visitor spending, North Africa destinations quietly emerged as the region\u2019s biggest beneficiaries, industry experts tell us. <\/p>\n

\u201cWe saw demand shift toward Egypt and Morocco, almost immediately,\u201d<\/strong> travel search engine Wego\u2019s chief business officer, Mamoun Hmidan, tells EnterpriseAM, adding, \u201cMany travelers who had planned to visit elsewhere in the region redirected.\u201d Wego\u2019s main customer base is in Southeast Asia, India, the Middle East, and Egypt. <\/p>\n

This demand shift was particularly visible in Egypt<\/strong>, recording the strongest growth across flights, hotels, accommodations, and excursions on Wego's platform. \u201cThat translated into nearly 30% growth on Wego,\u201d Hmidan says. \u201cEgypt posted the strongest growth across every category we track. Morocco ranked second, but Egypt remained comfortably ahead,\u201d he adds.<\/p>\n

Gulf travelers were key in propping up demand on North African destinations<\/strong>, as many residents looked for a break from the war. Wego data shows Saudi Arabia and Kuwait emerged as Egypt\u2019s largest source markets during the conflict period. Cairo and Egypt\u2019s Mediterranean coast were thronged with Gulf visitors during last week\u2019s Eid Al Adha break. Record-high ticket prices made Egypt particularly attractive as Gulf travelers opted for shorter-haul destinations rather than long-distance trips that carried higher costs and greater uncertainty. <\/p>\n

Geographic proximity is key. <\/strong>Many travelers who were initially planning to go to the GCC looked for alternatives that are close to their initial destinations and are still offering sunshine, beaches, cultural attractions, and relatively short flight times. And North African destinations happened to tick most of those boxes. \u201cPeople also became more hesitant about long-haul travel because they wanted the reassurance that if something happened, they would be closer to home,\u201d Michael Melika, CEO of Dubai-based tourism and hospitality advisory Via Consultation, tells us. <\/p>\n

Cultural familiarity also helps: <\/strong>For many travelers, particularly families, Egypt, Morocco, and Tunisia offered something increasingly valuable for GCC travelers during a period of geopolitical uncertainty: familiarity. \u201cGulf travelers increasingly gravitate toward destinations where they find the same language, appealing food, and a familiar culture,\u201d Melika says. <\/p>\n

And the thing about Egypt and Morocco is that they also come at a much lower cost than <\/strong>Europe. <\/strong>\u201cAt a time when airfares are rising and travelers are becoming more cautious, nearby destinations become much more attractive,\u201d Melika tells EnterpriseAM. <\/p>\n

For Egypt, the 30% rise in demand after mid-March was driven by both regional and <\/strong>international travelers<\/strong>, per Wego data. Traveling families were a key demographic, accounting for 55% of bookings made, while average stays stretched to roughly 10 days. Egypt\u2019s standing as a core and timeless destination for GCC travelers also shone through. \u201cSome destinations go through cycles of popularity, but Egypt has remained a constant one,\u201d Melika says. <\/p>\n

Morocco\u2019s story looks slightly different. <\/strong>While the conflict provided an additional boost, Hmidan says Morocco\u2019s recent growth is increasingly being driven by business travel as much as leisure tourism. \u201cThe upcoming World Cup 2030 is adding another layer of momentum. Projects are moving ahead, construction activity is picking up, and more travel is being driven by businesses exploring opportunities on the ground,\u201d he adds.<\/p>\n

Tunisia\u2019s tourism market is also growing \u2014 but remains a smaller story: <\/strong>Wego recorded booking growth of roughly 4% for Tunisia in the weeks that followed the beginning of the war; in March, hotel occupancy in Tunis nearly doubled y-o-y. But Tunisia continues to lag behind Egypt and Morocco in overall visibility and traveler awareness. \u201cEgypt has a clear historical identity, while Morocco has built a lifestyle and leisure identity\u2026 Tunisia still has not established a clear identity for either Europe or the GCC,\u201d Melika says. Tunisia is most popular among European travelers, rather than GCC-based ones.<\/p>\n

\n

The North Africa resilience isn\u2019t an accident<\/p>\n

Egypt, Morocco, and Tunisia weren\u2019t accidental beneficiaries. <\/strong>Egypt welcomed<\/a> nearly 19 mn tourists in 2025, a record year that saw arrivals rise 21% y-o-y. Morocco attracted<\/a> 19.8 mn visitors, becoming Africa's most visited destination for the first time. Tunisia\u2019s post-2015 tourism recovery has been slower, but tourism indicators have continued improving as European visitors returned, receiving<\/a> roughly 11 mn visitors in 2024. <\/p>\n

Covid\u2019s key lesson? Travel never ceases completely. <\/strong>\u201cCovid effectively gave tourism operators a free crash course in crisis management. One thing it proved is that the travel market across MENA and the GCC is incredibly resilient. People travel for all sorts of reasons \u2014 it's often a necessity, not a luxury. Tourism businesses are used to managing fluctuations in demand, which is why the sector remains so resilient,\u201d Hmidan adds. <\/p>\n

This has been the case in Lebanon<\/strong>, for example, which is among the hardest hit in the region. We previously reported<\/a> that Lebanese hotels were hanging by a thread during the war \u2014 and that thread is essentially Lebanese expats visiting, journalists covering the war from Beirut, NGOs workers, and displaced folks from the south of the country. <\/p>\n

The challenge isn\u2019t just accommodating a dip in demand, but managing its sudden <\/strong>redistribution. <\/strong>Even when demand surged beyond expectations, as in the cases of Egypt and Morocco, businesses largely absorbed the increase without major disruption. \u201cHotels in Egypt typically run at around 70% to 75% occupancy through the year. Even when that climbed above 90%, it was still manageable. There was enough capacity,\u201d Hmidan says.<\/p>\n

That flexibility may be one of North Africa\u2019s biggest competitive advantages.<\/strong> \u201cYou might feel some pressure at airports, passport control, or ground transportation. But those are operational issues. The infrastructure is there, the workforce is there, and operators know how to respond quickly. The more demand the region sees, the faster the sector adjusts,\u201d Hmidan explains. \u201cTourism here is far more flexible than many people assume,\u201d he adds. <\/p>\n

\n

What\u2019s next<\/p>\n

The big question now is whether North African destinations can turn this momentum into <\/strong>something that lasts. <\/strong>Melika argues that this will require active marketing and unlocking new markets and traveler segments. \u201cThe problem is that many countries still wait for tourists to come to them. They need to go to the tourists,\u201d he says. Governments and businesses need to understand which source markets are growing to capitalize on and where the shortage is to address,\u201d Melika adds. \u201c[Many] countries regularly attend travel exhibitions and tourism conferences but often fail to follow up with sustained marketing campaigns, partnerships with travel agencies, or incentives that can convert interest into bookings,\u201d Melika added.<\/p>\n

For now, the tailwinds for Morocco and Egypt will continue up to 1Q 2027<\/strong>, Melika tells us. What happens after that is still hard to crack with forecasts. \u201cNo tourism trend lasts forever.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

As tourism revenues plummeted in the GCC, Gulf travelers helped Egypt and Morocco pull off big surge of bookings<\/p>\n","protected":false},"author":1,"featured_media":115490,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2608],"tags":[2695,2613,2538,2605,2607,2700],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-115489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-lede","tag-economy","tag-egypt","tag-enterpriseam","tag-morocco","tag-the-lede","tag-tourism","wpautop","entry"],"acf":{"mongo_id":"a98da250-ee98-4819-8b5f-f6dd682680db","order":"2","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/5\/499.jpg","photo_position":"above","homepage_title":"","full_issue_title":"A 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