UN Tourism has strengthened its partnership with the Kingdom of Morocco to drive innovation and boost investments in the region’s tourism sector. Morocco has positioned itself as a leading destination in Africa, demonstrating significant growth in international arrivals and economic contributions from tourism.
During an official visit, achievements in expanding tourism were celebrated, recognizing its role as a key pillar for economic diversification and sustainable development. Morocco welcomed 17.4 million international tourists in 2024, marking a 20% increase from the previous year. With the country set to co-host the 2030 FIFA World Cup and the 35th edition of the African Cup of Nations (AFCON-2025), the future of Moroccan tourism looks promising.
Investment in Morocco’s tourism sector has seen substantial growth. Over the past five years, foreign direct investment (FDI) in the country averaged USD 3.5 billion annually across all sectors, with USD 2.2 billion allocated to tourism between 2014 and 2023. Greenfield investments in tourism amounted to USD 2.6 billion between 2015 and 2024. To further encourage investment, guidelines titled “Tourism Doing Business – Investing in Morocco” were launched in Rabat. These guidelines provide insights into investment opportunities, trends, and key areas of growth, with a particular emphasis on the country’s thriving innovation ecosystem.
The visit also included discussions with private sector leaders, entrepreneurs, and small-business owners to celebrate innovation in Moroccan tourism. A keynote speech on global trends in tourism technology and innovation emphasized the rapid digital transformation of the sector. The tourism industry has become a crucial economic driver, contributing 7.3% to GDP in 2023. International arrivals have surged by 35% since 2019, generating USD 10.5 billion in tourism revenue. Morocco’s stable political climate and strategic economic policies have been instrumental in this success.
The country’s competitive edge, openness to innovation, and forward-thinking investment policies make it an attractive destination for both national and international investors. Ongoing strategic reforms aim to unlock the full potential of private investment and streamline business processes in the tourism sector.
An agreement was signed to establish a UN Tourism Thematic Office for Africa, reinforcing Morocco’s role as a central player in advancing tourism across the continent. This initiative aligns with broader efforts to promote sustainable growth and innovation in the industry.
The National Tourism Startup Competition, aimed at fostering innovation in the sector, concluded successfully with 137 participating startups. Five standout enterprises were recognized for their contributions. Ecodome secured first place for its innovative approach to sustainable tourism. ATAR and Pikala tied for second place, demonstrating unique offerings that set them apart. Wanaut took third place for its creative solutions in enhancing travel experiences, while Mouja claimed fourth place with forward-thinking strategies.
This competition underscores Morocco’s commitment to nurturing entrepreneurial talent and advancing its tourism industry through strategic investments and support. By fostering innovation and strengthening partnerships, Morocco continues to position itself as a premier destination for tourism and investment in Africa.
