Why Is Morocco’s Shisha Market Booming Right Now?

Cafés in Marrakech and Casablanca have always been busy. But the reason people are ordering shisha alongside their traditional mint tea has fundamentally changed. What used to be a habit tied strictly to local tradition is now one of the fastest-growing segments of Morocco’s hospitality business. A mix of record-breaking tourism, evolving city nightlife, and a new wave of experiential lounges built for a younger crowd are all pushing the Morocco’s shisha market forward this year.

Record tourism is a massive part of the story. In fact, Morocco welcomed a record 19.8 million international visitors in 2025, generating significant revenue for the sector. Naturally, raids, hotels, and rooftop restaurants are increasingly serving shisha as a core part of the guest experience, not just an afterthought. But the bigger driver? It’s local.

How City Cafés Are Redefining the Morocco’s Shisha Market

The most visible shift is happening in the country’s two biggest hubs. Old-school cafés, where shisha was just a side option, are now sharing the streets with dedicated shisha lounges in Marrakech and Casablanca. These new spots are built around live music, full food menus, and evening seating designed for groups.
It’s less about the smoke and more about the vibe. As one lounge owner in Casablanca’s trendy Gauthier district recently put it: “People aren’t just coming for the hookah anymore; they’re coming for the entire experience.” This shift is pulling in a younger, urban crowd that wants a proper night out, not just a quick cup of coffee.

The Most Popular Shisha Flavors Among Moroccan Consumers

Double apple (or the traditional, moist local Maâouna) is still the flavor most old-style Moroccan cafés fall back on. It’s what older generations grew up with, and it’s cheap enough for cafés to keep in stock year-round.

But newer lounges tell a different story. Mint remains the top add-on, either on its own or mixed into a fruit bowl. Meanwhile, grape, watermelon, and blueberry have become the top fruit picks for younger customers who want something lighter than plain tobacco. Lemon-mint and grape-mint mixes show up constantly on evening menus because they stay smooth over a long session without feeling too heavy.

A few higher-end venues have also started offering imported, premium shisha flavors—including ice cream and dessert-style blends—as a way to stand out from the traditional cafés that only serve double apple.

Shisha Regulations in Morocco: What You Need to Know

Shisha is legal in Morocco, but there is no single, unified national law governing it, unlike in some neighboring countries. Cafés usually need a local permit to serve it, and rules like age limits are enforced differently from city to city, depending on how strict local officials choose to be.

Every so often, unlicensed venues get shut down during a round of municipal checks, but things often return to the same loose, informal rules shortly after. As a result, Morocco’s shisha market continues to operate in a grey area, shaped more by local habits and café culture than by strict national legislation.

Who Is Actually Buying Shisha in Morocco?

Most customers are young adults, typically between 18 and 30. Importantly, shisha is almost always a group activity, never a solo one. It has become a normal, ingrained part of middle-class urban social life.

Lounge owners in both Marrakech and Casablanca report seeing significantly more women among their customers than they did even five years ago. This is a clear sign that the old, mostly-male image of the traditional shisha café is fading fast.

How Big Could This Market Get?

While solid, public financial data on Morocco’s specific shisha tobacco segment is still hard to pin down, industry analysts agree on one thing: the market is expanding rapidly. North African markets like Morocco are increasingly recognized as emerging players in the broader shisha tobacco industry growth.

The market might still be relatively small in total size compared to regional giants like Egypt, but the fast-paced growth shows exactly how much room is left to expand. As café culture evolves, tourism rebounds, and flavor choices diversify, the Morocco’s shisha market is shaping up to be one of the most interesting regions to watch in the coming years.