UN Tourism and Morocco to Boost Investments, Innovation

UN Tourism has strengthened its collaboration with Morocco, reinforcing the country’s role as a leader in African tourism development. In an official visit, Secretary-General Zurab Pololikashvili praised Morocco’s tourism achievements, highlighting its 17.4 million international arrivals in 2024—a 20% increase over 2023—cementing its position as Africa’s most-visited destination. With Morocco set to co-host the 2030 FIFA World Cup and AFCON 2025, the country is poised for continued growth.

To attract further investments, UN Tourism launched Tourism Doing Business – Investing in Morocco, a comprehensive guide outlining investment opportunities, key growth sectors, and the country’s expanding innovation ecosystem. Between 2015 and 2024, greenfield investments in Moroccan tourism reached $2.6 billion, demonstrating the sector’s strong appeal to international investors.

Innovation was a focal point during the visit, with UN Tourism Executive Director Natalia Bayona emphasizing Morocco’s digital transformation. She noted that tourism contributed 7.3% to the country’s GDP in 2023, with international arrivals up 35% since 2019, generating $10.5 billion in revenue. Minister of Tourism Fatim-Zahra Ammor reaffirmed Morocco’s commitment to investor-friendly policies, positioning the country as a prime destination for private-sector growth.

An agreement was also signed to establish the UN Tourism Thematic Office for Africa, solidifying Morocco’s role in driving tourism development across the continent. This initiative aligns with the country’s long-term strategy to attract investment and foster regional collaboration.

The visit concluded with the National Tourism Startup Competition, which recognized five standout ventures. Ecodome took first place for its innovative approach to sustainable tourism, followed by ATAR and Pikala in second place, Wanaut in third, and Mouja in fourth. Their success underscores Morocco’s commitment to fostering entrepreneurship in the tourism sector.

With a stable political climate, strategic economic policies, and a focus on innovation, Morocco is positioned to sustain its tourism growth, attract investment, and lead Africa’s tourism transformation in the years ahead.