Morocco is putting its famous hospitality at the centre of its tourism plans as the country looks to attract more visitors and train the people who work in the sector.
The third Hospitality Celebration Week opened in Rabat at Mohammed V University, bringing together government officials and industry leaders to professionalise the tradition known as Diyafa. The event runs under the theme “Moroccan Diyafa: From Heritage to Tourism Excellence” and aims to turn a cultural tradition into a competitive advantage for global tourism.
Tourism minister Fatim-Zahra Ammor said Morocco welcomed 20 million tourists in 2025 and created 92,000 tourism jobs over the past three years. She said the next step is to train and support the workers who represent the country’s hospitality culture. Hamid Bentahar, president of the National Tourism Confederation, said the programme aims to promote a Moroccan model focused on leadership and sustainability.
A key part of the week is the Diyafa Attractivity Challenge 2026, a student competition asking teams to imagine Moroccan hospitality in 2035. Participation rose to 32 schools this year, up from 20 in the previous edition. The Higher International Institute of Tourism of Tangier won the top prize.
The #DiyafaPassion storytelling competition reached nearly 10 million people on social media. The award for best story went to Chdid Badr Eddine from Casablanca. Organisers say the campaign shows the strong connection many Moroccans feel with the service industry.
Events will continue until 28 April and include masterclasses, workshops and regional webinars across all 12 regions. Activities also feature “Cuisine of Morocco” events in Marrakech and daily talks on tourism careers. The programme is a joint effort between the Ministry of Tourism and the National Tourism Confederation to strengthen links between students and employers.
Officials say the strategy reflects changes in global tourism as automation grows. Morocco is focusing on human interaction and cultural authenticity as a key advantage. The training effort is also linked to preparations for the 2030 FIFA World Cup, which Morocco will co-host and which is expected to increase demand for skilled tourism workers.
The programme has a strong regional focus aimed at spreading tourism benefits beyond major cities to rural destinations. Industry leaders say the approach supports sustainable tourism by raising service standards across the country.
Organisers also see digital storytelling as a form of soft power. By encouraging students and professionals to share their stories, they hope to build Morocco’s tourism image through authentic voices rather than traditional advertising.
