Since 1985, Morocco has recognized tourism as a key economic sector, fostering substantial social and economic gains. While annual tourist arrivals now exceed 10 million, growth has been concentrated in cities like Marrakech and Fes, leaving cities such as Safi, with its rich historical and natural assets, comparatively underdeveloped. Limited research and investment have hindered Safi’s tourism potential. This study examines Safi’s distinctive resources and analyzes the economic, structural, and environmental challenges constraining its tourism sector, aiming to propose a more inclusive approach that leverages Safi’s assets to enhance Morocco’s broader tourism strategy