Geothermal gradients have been useful indicators of subsurface heat distribution. It is one of the most used parameters not only in understanding regional and sub-regional tectonics, but also to assess the potential of geothermal resources of different areas. The aim of this work is to contribute in the understanding of the geothermal potential in Northeast of Morocco, by evaluating the role of lithological variations over thermal properties and geothermal gradients. This paper presents the analysis of thermal properties (thermal conductivity [k] and heat production [A]) of different geological units of NE of Morocco, based on their lithological content, recorded in regional logs. Considering a steady-state heat flux and a heat flux at the surface equal to 100 mW m−2, we calculated temperatures using the weighted mean conductivity (%k) and the inverse of the weighted mean resistivity (1/%r). The results depict a geothermal gradient spanning from 34 to 60 °C km−1 in the different geological units making the eastern and central Rif. Induced errors are also evaluated for each calculation, such evaluation is especially important for lithospheric scale thermal modelling. Current state of knowledge involves favourable geothermal gradients in the first kilometres of the crust beneath the NE of Morocco and suggests a high geothermal potential. This method proves the possibility of minimizing exploration costs and avoiding failed geothermal wells.