SHERIDAN, WYOMING – Jan. 29, 2025 – UN Tourism has strengthened its partnership with the Kingdom of Morocco, a key ally in its mission to drive innovation and boost investments in Africa's tourism sector.
Morocco Leads Africa in Tourism Growth
Morocco welcomed 17.4 million international tourists in 2024, a 20% increase from 2023, solidifying its position as Africa's most-visited country. This achievement underscores the country's successful strategy of making tourism a pillar of economic diversification and sustainable growth.
Ms. Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and Social and Solidarity Economy for Morocco, shared these impressive figures and highlighted the country's ambitious plans for the future. Morocco is set to co-host the 2030 FIFA World Cup and the 35th edition of the African Cup of Nations (AFCON-2025), further boosting its tourism potential.
UN Tourism Launches Investment Guidelines for Morocco
To support Morocco's continued tourism growth, UN Tourism launched "Tourism Doing Business – Investing in Morocco" in Rabat. This comprehensive guide outlines the diverse opportunities available to international investors of all sizes. It also highlights key investment trends and growth areas, including Morocco's thriving innovation ecosystem.
Celebrating Moroccan Tourism Innovation
UN Tourism brought together private sector leaders, entrepreneurs, and small-business owners in Rabat to celebrate innovation in Morocco's tourism sector. In her keynote speech, "Global Trends on Tourism Tech and Innovation," UN Tourism Executive Director Natalia Bayona emphasized the accelerating digital transformation of the industry.
"Morocco's tourism sector has become a key economic driver, contributing 7.3% to GDP by 2023," said Executive Director Bayona. "With a remarkable 35% increase in international arrivals since 2019 and USD 10.5 billion in tourism revenue, Morocco is prepared to continue its growth. The country's stable political climate and strategic economic policies fortify this success."
Minister Fatim-Zahra Ammor added, "The Kingdom of Morocco's political stability, its competitive edge, the openness of its economy, the view on innovation and its forward-thinking investment policies collectively position the country as a privileged destination for both national and international investors. Our engagement persists in continuing the implementation of strategic reforms aimed at unlocking the full potential of private investment, thereby facilitating the business process in Morocco."
Strengthening Collaboration for Continental Tourism Growth
During the visit, an agreement was signed to establish the UN Tourism Thematic Office for Africa in Morocco. This further solidifies Morocco's role as a key partner in supporting tourism growth across the continent.
National Tourism Startup Competition Showcases Moroccan Innovation
The National Tourism Startup Competition, supported by the Moroccan Agency for Tourism Development (SMIT), concluded with the participation of 137 startups. Five winners were recognized for their innovative solutions:
- First Place: Ecodome, for its sustainable tourism approach.
- Second Place (Tie): ATAR and Pikala, for their unique offerings.
- Third Place: Wanaut, for its creative solutions in enhancing travel experiences.
- Fourth Place: Mouja, for its forward-thinking strategies.
This competition highlights Morocco's dedication to fostering entrepreneurial talent and driving innovation in its tourism industry.