The Diplomat
UN Tourism Secretary-General Zurab Pololikashvili is committed to strengthening his partnership with the Kingdom of Morocco, a key ally in his mission to foster innovation in Africa and increase investment in the region’s tourism sector.
On an official visit to the North African country, UN Tourism Secretary-General Zurab Pololikashvili welcomed Morocco’s achievements in tourism growth, making the sector a pillar of economic diversification and sustainable growth. According to the latest data compiled by UN Tourism technicians, Morocco received 17.4 million international tourists in 2024, an increase of 20% compared to 2023, making it the most visited country in Africa. The Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatim-Zahra Ammor, shared the official data and highlighted the prospects for the coming years, with Morocco co-hosting the 2030 FIFA World Cup and the 35th edition of the African Cup of Nations (AFCON-2025).
Morocco investment guide launched
Over the past five years, Morocco has averaged $3.5 billion in foreign direct investment annually across all sectors. From 2014 to 2023, $2.2 billion was allocated to the tourism sector. Tourism investments amounted to $2.6 billion between 2015 and 2024.
To support tourism growth, UN Tourism officially launched its “Tourism Doing Business – Investing in Morocco” guide in Rabat. The guidelines highlight opportunities in the tourism sector for international investors of all sizes, as well as investment trends and key growth areas, including the innovation ecosystem in the North African country.
Supporting Tourism Innovation in Morocco
In Rabat, UN Tourism hosted public and private sector leaders linked to the sector, including the Moroccan Agency for Tourism Development (SMIT), entrepreneurs and small business owners, etc., with the aim of driving innovation in the country’s tourism sector. In her speech on “global trends in tourism technology and innovation,” UN Tourism Executive Director Natalia Bayona highlighted “the acceleration of the sector’s digital transformation.”
“Morocco’s tourism sector has become a key economic driver, contributing 7.3% to GDP by 2023,” Bayona commented. “With a remarkable 35% increase in international arrivals from 2019 and $10.5 billion in tourism revenues, Morocco is poised for continued growth. The country’s political stability and its strategic economic policies reinforce this success,” he added.
Fatim-Zahra Ammor, Minister of Tourism, Handicrafts and Social and Solidarity Economy, added that “the Kingdom of Morocco’s political stability, its a competitive advantage, the openness of its economy, the vision on innovation and its investment policies position the country as a privileged destination for national and international investors.” “Our commitment persists in continuing to implement strategic reforms to unlock the full potential of private investment, thus facilitating the business process in Morocco.” The Minister noted.
As part of the visit, an agreement was also signed to establish the UN Regional Tourism Office for Africa, strengthening Morocco’s role as a key partner in supporting tourism growth across the continent.
Recognizing the best startups
The National Tourism Startups Competition, an initiative focused on fostering innovation in the Moroccan tourism sector and supported by the Moroccan Agency for Tourism Development (SMIT), concluded with the participation of 137 aspiring startups.
Among them, five outstanding companies were recognized for their innovative contributions. Leading the list was Ecodome, which took first place for its innovative approach to sustainable tourism. In a tie for second place, ATAR and Pikala showed exceptional potential with their unique offerings. In third place was Wanaut, highlighted for its creative solutions to enhance travel experiences. Finally, Mouja came in fourth place, impressing the judges with its innovative strategies. This competition highlights Morocco’s commitment to fostering entrepreneurial talent and advancing its tourism industry through strategic investment and support.
