The Moroccan Tourism Engineering Company (SMIT) convened its Board of Directors on Wednesday, December 11, 2024, under the leadership of Fatim-Zahra Ammor, Minister of Tourism, Handicrafts, and the Social and Solidarity Economy. This gathering celebrated a historic year for Moroccan tourism, marked by a record-breaking 15.9 million visitors by the end of November. This milestone underscores the nation’s effective tourism strategy and positions it firmly on track to achieve its ambitious goal of 26 million visitors by 2030.
Minister Ammor opened the meeting by applauding the sector’s exceptional performance, which she described as a testament to the success of Morocco’s strategic roadmap. She stressed the need to sustain this momentum by enhancing both the quality and quantity of the nation’s tourism infrastructure while ensuring that service standards meet the highest international benchmarks.
Investment is key to sustaining growth, especially as Morocco prepares for major international events like the Africa Cup of Nations in 2025 and the FIFA World Cup in 2030. These global showcases provide a unique opportunity to elevate Morocco as a world-class tourist destination. Among the bold targets set to achieve this vision is the creation of 150,000 additional hotel beds by 2030, accompanied by initiatives to diversify entertainment options and attract a broader range of travelers.
Several innovative programs have been launched to support this vision. Cap Hospitality focuses on modernizing the country’s hotel offerings, while Go Siyaha is set to provide assistance to 1,700 tourism enterprises by 2026. The Moukawala Siyahia initiative aims to bolster regional tourism enterprises. Beyond these initiatives, Morocco is prioritizing the development of creative and high-demand sectors such as gastronomy, digital entertainment, and gaming. Infrastructure upgrades in regions like Ouarzazate and Zagora, along with the renovation of earthquake-affected establishments in Al Haouz, further highlight the government’s commitment to enhancing the appeal of its diverse destinations.
Minister Ammor also highlighted the growing confidence of international investors, as evidenced by strategic partnerships with leading global hotel chains. Since the launch of the 2023-2026 roadmap, Morocco has added over 36,000 new hotel beds, increasing its total operational capacity to 297,000 beds. The Minister urged industry stakeholders to maximize the opportunities presented by the nation’s highly attractive investment incentives, which are now more abundant than ever.
Closing the session, SMIT’s Director General, Imad Barrakad, reviewed the year’s accomplishments and presented the action plan for 2025. He reaffirmed SMIT’s unwavering commitment to fostering investment opportunities, which remain at the heart of Morocco’s tourism strategy. With a clear vision and a suite of innovative initiatives, Morocco is steadily strengthening its position as one of the world’s most sought-after travel destinations.
