A groundbreaking milestone has just been achieved for the development of tourism in Africa. Morocco, true to its role as a continental leader, has opened the first UN Tourism Thematic Office on the African continent in Rabat. The agreement, signed on Tuesday in Marrakech by Fatim-Zahra Ammor, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, and Zurab Pololikashvili, Secretary General of the World Tourism Organization (UN Tourism), marks a strategic turning point for the industry.
This pioneering thematic office aims to boost the African tourism sector with innovative initiatives. Positioned as a key player in fostering innovation and investment—two critical drivers for overcoming the challenges of an evolving industry—the office will organize capacity-building workshops, conferences on tourism innovation, and continent-wide startup competitions. These efforts are designed to inspire creativity and entrepreneurship while providing a platform for member states to exchange ideas and collaborate.
The choice of Morocco to host this office is no coincidence. During the signing ceremony, Ammor highlighted that this decision firmly solidifies the Kingdom’s continental leadership in tourism development. This leadership is part of the Royal Vision of His Majesty King Mohammed VI, which promotes a unified African approach to transforming tourism into a sustainable development engine. This office aligns with UN Tourism’s 2030 Agenda for Africa, embodying the ambition to make tourism a powerful catalyst for economic and social progress across the continent.
For Pololikashvili, this thematic office is much more than just a new institution—it represents a strengthened strategic partnership between UN Tourism and Morocco, paving the way for enhanced coordination with African member states of the organization. “This office will ensure decentralized, robust, and efficient communication with partners, contributing to the socioeconomic development of Africa’s tourism destinations,” he stated, praising Morocco’s efforts in making this ambitious project a reality.
This office comes at a time when Moroccan tourism is thriving, having demonstrated remarkable resilience and dynamism, even during global crises. Morocco’s expertise in overcoming such challenges will now be shared with African countries, opening the door to unprecedented regional collaboration. With this initiative, Morocco is further affirming its role as both a leader and a catalyst for transformative actions across the continent.
The opening of the first UN Tourism thematic office in Rabat is more than just an institution—it symbolizes a continent that is innovating, evolving, and believing in its tourism potential to create a sustainable and inclusive future. Through its commitment and forward-thinking vision, Morocco remains at the forefront of this continental transformation.
