Morocco’s tourism sector is growing fast, and Marrakech is hosting a major global summit as the country pushes to attract more visitors and investment. The second International Conference on Tourism Innovation and Investment brought together around 150 global tourism leaders. The event was co-organised by the Moroccan Ministry of Tourism, UN Tourism and the Moroccan Agency for Tourism Development (SMIT).
Tourism growth drives momentum
Morocco recorded nearly 20 million tourist arrivals in 2025, a 14% rise from the previous year. Tourism revenues reached MAD 124bn by November 2025, showing the sector’s growing role in the economy.
The summit followed the launch of the UN Tourism Thematic Office on Innovation for Africa in Rabat one day earlier. The office is the first of its kind in Africa and aims to support digital transformation and tourism startups across the continent.
Leaders outline strategy and investment focus
The conference was co-chaired by Tourism Minister Fatim-Zahra Ammor and UN Tourism Secretary General Sheikha Nasser Al Nuwais.
Ms Ammor said destinations that invest and innovate will lead the sector and confirmed Morocco’s ambition to stay competitive. Ms Al Nuwais said the conference connects innovation with investment and will help shape the future of tourism.
The programme included a keynote on African tourism’s long-term outlook, expert panels with venture capital and startup leaders, and business-to-business meetings to build partnerships.
Tourism startups recognised
A key moment was the Tourism Tech Adventures awards. Ten finalists were chosen from 176 applicants working on digitalisation and leisure innovation.
Winners included Misraj for Moroccan gastronomy experiences, Mosika for connecting tourists with traditional instrument professionals, and Beyond the Map for an augmented reality and AI platform showcasing cultural heritage.
World Cup 2030 preparations accelerate
The summit forms part of Morocco’s 2023 to 2026 Tourism Roadmap, which aims to position the country among the world’s top destinations by 2030.
A $4bn investment plan is under way to expand hotel capacity by 20%, adding about 25,000 rooms ahead of the 2030 World Cup. Officials expect the tournament and sports tourism to help Morocco reach a target of 26 million visitors by 2030.
