Since tourism is the only consumer product for which the customer/consumer has to travel to consume at the very place of production, the sudden interruption of national and international circulation due to the COVID-19 crisis resulted in a brutal halt of tourism activity. The shortfall in terms of balance of payments, jobs, and contribution to the economy in general is very important, especially for countries like Morocco where the activity has a considerable impact on the economy and society. The article argues that, in the case of Morocco, the crisis has not only put a stop to tourism since March 20, it has also revealed its structural weaknesses. It therefore offers a long-term reflection for a comprehensive review of the Moroccan tourism model. To do that, the article recalls the different crises that have regularly struck Morocco’s tourism industry, before turning to the main weaknesses that the crisis has revealed and emphasized. It then suggests some ways to revisit this tourism model, arguing that the domestic demand should be placed at the centre of the model instead of always being considered a simple palliative.