The aims of this research is to identify, analyze and evaluate the salient features, perceptions, prejudices, perceived country personality, media conveyed images and assessments of Moroccos current destination image. Data was collected using an intercept approach. International tourists were randomly intercepted in the main parking area for tourist buses, at local hotels and local tourist cafés in the Moroccan cities of Fez, Rabat, Agadir, Marrakech, Azrou and Ifrane. 344 surveys were collected. Three groups of characteristics were identified as to being either less than positive, or actual deterrent characteristics that could contribute to tourists changing their mind about choosing, not revisiting, or recommending Morocco. Response strategies are offered for the identified problematic areas some of which, it is argued, could form the basis for a national tourism marketing strategy which is appropriate, pragmatic, viable, unique and competitive reflecting market and indigenous realities.