Fatim-Zahra Ammor, the country’s Minister of Tourism says Morocco is open to investors and visitors. Credit: ATTA News

Morocco is positioning itself as a leader in tourism innovation, with a clear and ambitious vision to become Africa’s technology hub for tourism.

Fatim-Zahra Ammor, the country’s Minister of Tourism, Handicrafts, and Social and Solidarity Economy, reaffirmed the nation’s commitment to transforming its tourism sector into a global leader.

Speaking at the International Conference on Technological Innovation and Tourism Investment in Marrakech, Ammor outlined Morocco’s achievements and bold plans for the future.

Moroccan tourism celebrated a landmark year in 2024, with the country welcoming 19.4 million tourists—an unprecedented milestone. This success has been widely attributed to strategic reforms implemented under the leadership of King Mohammed VI.

These reforms, which include advancements in social protection, healthcare, housing support, and the Family Code, have laid the foundation for Morocco’s sustainable economic growth and have made the country an increasingly attractive destination for travelers and investors.

In addition to these socio-economic advancements, Morocco has made significant strides in renewable energy, infrastructure development, and industrial growth, further boosting the country’s appeal. These efforts have collectively positioned Morocco as a leading force in Africa’s tourism landscape.

A key focus of Ammor’s speech was Morocco’s ongoing digital transformation in the tourism sector. As part of the 2023-2026 tourism roadmap, the government has created a competitive framework to encourage digital innovation within the tourism industry.

This initiative aligns with Morocco’s broader goals of driving economic and social development through technology.

“Our ambition is clear: to make Morocco Africa’s technology innovation hub in tourism,” said Ammor.

As part of this initiative, two national tourism startup competitions were launched in collaboration with UN Tourism and SMIT (Moroccan Agency for Tourism Development). These competitions focus on key areas such as gaming, Moroccan gastronomy, rural tourism, and digital service solutions.

The UN tourism arm, The United Nations World Tourism Organization (UNWTO) recently inaugurated its first thematic office in Africa, located in Rabat, Morocco. The office, established through an agreement signed by Morocco’s Tourism Minister Fatim-Zahra Ammor and UNWTO Secretary-General Zurab Pololikashvili, will focus on fostering innovation and investment in tourism across the continent. Key initiatives include capacity-building programmes, innovation forums, and continent-wide startup competitions aimed at driving sustainable growth and economic development within Africa’s tourism sector. This development aligns with UNWTO’s 2030 Agenda for Africa and Morocco’s broader vision to lead joint African tourism advancements.

The Moroccan government also celebrated the success of the first cohort of tourism startups, which it has described as “bold, creative, and emblematic of Morocco’s new generation.”

Moroccan Tourism Minister Fatim-Zahra Ammor and UN Tourism Secretary-General Zurab Pololikashvili signed an agreement in Marrakech to establish the organization’s first thematic office in Africa, to be located in Rabat. Credit: Morocco World News

These startups are working on a diverse range of projects, including eco-friendly accommodations, Moroccan street food experiences, cultural heritage promotion, and water sports. These innovations reflect the vast potential of Morocco’s tourism sector.

Morocco’s commitment to supporting tourism investment has never been in doubt as the Kingdom has always tried to showcase its culture and open its borders to the world. A clear signal to all and sundry that Morocco is a open for business.

Key initiatives that have been also launched to support tourism investment include the Mohammed VI Investment Fund, the Go Siyaha initiative, and the newly established Tourism Project Bank. The unveiling of a comprehensive tourism investment guide—developed in partnership with UN Tourism and SMIT—was another significant milestone.

The guide provides valuable resources for local and international investors looking to engage with Morocco’s thriving tourism sector.

Tourism investment support in Morocco is stronger than ever, and the government is actively urging global stakeholders to partner with Morocco to build a resilient and innovative tourism industry across Africa.

With a strong emphasis on innovation, sustainability, and investment, Morocco is poised to become the leading destination for technological advancements in tourism.

The country’s clear vision and forward-thinking approach are paving the way for a vibrant, sustainable tourism industry in Africa.