The partnership between the United Nations (UN) and Morocco in the tourism sector has become a beacon of hope for innovation, economic diversification, and sustainable growth across Africa. In a significant show of support for Morocco’s tourism industry, UN Tourism Secretary-General Zurab Pololikashvili recently visited the Kingdom, recognizing the country’s impressive strides in the sector.
In 2024, Morocco saw a remarkable 17.4 million international visitors, marking a 20% increase from the previous year. This surge has not only solidified Morocco’s position as Africa’s most-visited destination but also made tourism a cornerstone of its economic strategy. Tourism Minister Fatim-Zahra Ammor shared these impressive figures during a press briefing and revealed that Morocco will be co-hosting the 2030 FIFA World Cup and the 35th African Cup of Nations (AFCON) in 2025, offering even more reasons for international tourists to flock to the country in the coming years.
Morocco’s tourism sector has become a magnet for investment, drawing in substantial foreign direct investment (FDI) over the past decade. On average, the Kingdom has attracted USD 3.5 billion in FDI annually, with USD 2.2 billion channeled into the tourism industry alone between 2014 and 2023. Greenfield investments in tourism have been especially strong, totaling USD 2.6 billion from 2015 to 2024. These numbers reflect the country’s growing appeal to international investors eager to tap into the dynamic tourism sector.
To support this influx of investments, UN Tourism has officially launched the “Tourism Doing Business Investing in Morocco” guidelines. This publication outlines the opportunities available for investors of all sizes and highlights the key growth areas in the Kingdom’s tourism industry. The guidelines also emphasize Morocco’s burgeoning innovation ecosystem, which continues to drive sectoral advancements.
At the heart of Morocco’s tourism success is its ability to innovate and adapt to new trends. In Rabat, UN Tourism hosted an event celebrating these innovations, bringing together private sector leaders, entrepreneurs, and small-business owners from across the Kingdom. One of the highlights was the keynote speech delivered by UN Tourism Executive Director Natalia Bayona, who discussed the growing role of technology in reshaping global tourism.
“Morocco’s tourism sector has become a significant economic driver, contributing 7.3% to GDP by 2023,” Bayona said. “With a 35% increase in international arrivals since 2019 and USD 10.5 billion in tourism revenue, the country is well-positioned for sustained growth.” Bayona also highlighted Morocco’s political stability and sound economic policies, which provide a solid foundation for the sector’s continued expansion.
Minister Fatim-Zahra Ammor echoed Bayona’s sentiments, stressing that Morocco’s strategic reforms, coupled with its commitment to innovation, have made the Kingdom an attractive destination for both national and international investors. “Our focus is on unlocking the full potential of private investment while ensuring that Morocco remains a hub for innovation and sustainable development in tourism,” she said.
Morocco’s tourism sector is also witnessing a surge in entrepreneurial activity, with the National Tourism Startup Competition serving as a platform for innovation. This initiative, supported by the Moroccan Agency for Tourism Development (SMIT), saw 137 startups compete to showcase their pioneering contributions to the tourism industry.
Among the standout winners was Ecodome, which took first place for its sustainable tourism solutions. In second place, ATAR and Pikala shared recognition for their unique contributions to tourism, while Wanaut secured third place with its innovative approach to enhancing the travel experience. Mouja rounded out the top five with its forward-thinking strategies, cementing Morocco’s position as a hub for tourism innovation.
Through initiatives like these, Morocco continues to foster a thriving ecosystem for start-ups and entrepreneurs, further solidifying its leadership role in Africa’s tourism sector.
As part of their ongoing collaboration, UN Tourism and the Moroccan government signed an agreement to establish the UN Tourism Thematic Office for Africa. This office will serve as a focal point for efforts aimed at promoting sustainable tourism across the continent, with Morocco playing a pivotal role in advancing this mission.
In conclusion, Morocco’s unwavering commitment to innovation, investment, and sustainability has positioned it as a key player in the global tourism arena. With continued support from the UN and a growing ecosystem of entrepreneurs and investors, the Kingdom is well on its way to becoming the tourism hub of Africa, setting the stage for a bright future for both the industry and the region.
