ABSTRACT User-Generated Content (UGC) has significantly transformed the tourism industry, reshaping destination marketing strategies and influencing tourist decision-making processes. This study explores the perceptions of UGC among Moroccan travelers, gathering responses from 265 participants through a survey. The findings highlight the significant role that UGC plays in what travelers think and how they choose their next vacation destination. Furthermore, this study shows how content created by regular people play a huge part in how travelers behave. It also shows that the use of social media and engaging content is important in specific marketing strategies to attract travelers. KEYWORDS User-Generated Content, Content Marketing, Tourism Industry, Social Media, Moroccan Travelers.