UN Tourism has strengthened its partnership with Morocco, reinforcing the country’s position as a leader in Africa’s travel industry.
In 2024, Morocco welcomed 17.4 million international tourists, marking a 20% increase from the previous year and securing its place as the most-visited country in Africa. This success highlights Morocco’s role as a key player in tourism development, economic diversification, and innovation.
A Blueprint for Tourism Investment
To support the sector’s continued expansion, UN Tourism launched “Tourism Doing Business – Investing in Morocco”, a comprehensive guide outlining investment opportunities and trends. The Kingdom has seen $2.2 billion in tourism-related foreign direct investment (FDI) between 2014 and 2023, with an additional $2.6 billion in Greenfield investments over the past decade. This initiative is designed to attract global investors of all sizes, further enhancing Morocco’s competitive edge.
Morocco’s growing role in international tourism is set to strengthen even further as the country prepares to co-host the 2030 FIFA World Cup and the 2025 African Cup of Nations (AFCON-2025). These high-profile events are expected to drive significant infrastructure development and increase global interest in Morocco as a prime tourism destination.
Innovation Fuels Growth
UN Tourism’s visit to Rabat also emphasized the role of innovation in Morocco’s tourism sector. In a keynote speech on global trends in tourism tech, UN Tourism Executive Director Natalia Bayona highlighted how digital transformation is reshaping the industry. Morocco’s commitment to technology, sustainability, and entrepreneurship is fueling new opportunities for startups and investors alike.
The National Tourism Startup Competition, supported by the Moroccan Agency for Tourism Development (SMIT), showcased the country’s rising talent in travel tech and sustainability. Out of 137 participating startups, five were awarded for their groundbreaking contributions:
• Ecodome (1st place) – Recognized for its sustainable tourism solutions
• ATAR & Pikala (2nd place, tie) – Offering innovative travel experiences
• Wanaut (3rd place) – Developing creative digital travel solutions
• Mouja (4th place) – Revolutionizing travel engagement strategies
These startups represent Morocco’s growing tourism ecosystem, where technology and sustainability drive the industry forward.
Morocco Strengthens Its Continental Leadership
Further solidifying Morocco’s leadership in African tourism, UN Tourism signed an agreement to establish a UN Tourism Thematic Office for Africa in the country. This initiative aims to support sustainable tourism development across the continent and boost Morocco’s role as a strategic partner in regional growth.
With a stable political climate, forward-thinking investment policies, and a booming tourism industry, Morocco is positioning itself as a prime destination for both travelers and investors. As the country gears up for major global events and continued digital transformation, its tourism sector is set to reach new heights in the coming years.
