UN Tourism Organization launches investment guide as Morocco claims Africa’s top tourism spot
Morocco has emerged as Africa’s leading tourist destination, welcoming 17.4 million visitors in 2024, surpassing traditional powerhouses like Egypt, South Africa, and Tunisia. This achievement coincides with the United Nations Tourism Agency ‘s launch of a strategic investment initiative titled “Tourism Doing Business – Investing in Morocco.”
According to official UN Tourism figures, tourism contributed 7.3% to Morocco’s GDP in 2023, with international arrivals increasing by 35% since 2019 and tourism revenues reaching $10.5 billion. “Tourism has become an essential economic driver in Morocco,” states Natalia Bayona, Executive Director of UN Tourism, attributing this success to “the country’s political stability and implemented economic strategies.”
Moroccan Minister of Tourism, Fatim-Zahra Ammor, emphasizes that “the country’s open economy, focus on innovation, and forward-thinking investment policies collectively make it a preferred destination for both domestic and international investors.”
The country’s commitment to innovation was recently showcased through a national tourism startup competition organized by the Moroccan Society for Tourism Engineering (SMIT). Among 137 applicants, five pioneering companies emerged as leaders in sustainable tourism solutions.
Ecodome secured first place with its innovative eco-friendly accommodation concept. Second place was shared between ATAR, specializing in customized travel itineraries, and Pikala, an online platform connecting tourists with local service providers. Wanaut claimed third position with its smart digital travel tools, while Mouja took fourth place for its tourism marketing solutions.
Secretary-General of the UN tourism agency Zurab Pololikashvili praised “the Kingdom’s achievements in tourism growth and its transformation of the sector into a pillar of economic diversification and sustainable development.”
The organization’s decision to establish its African Thematic Office in Rabat further solidifies Morocco’s position as a strategic hub for African tourism development. The newly launched investment guide highlights opportunities for international investors while showcasing Morocco’s growing innovation ecosystem.
This triple recognition from UNTO – acknowledging Morocco’s economic strength as Africa’s tourism leader, its dynamic innovation ecosystem, and its strategic role in developing the sector across Africa – demonstrates the Kingdom’s successful efforts to diversify its economy, encourage entrepreneurship, and promote sustainable growth in the vital tourism sector.
The investment guide, officially launched in Rabat, provides comprehensive insights into opportunities available to international investors of all sizes, with particular emphasis on Morocco’s flourishing innovation ecosystem. This initiative aligns with UN Tourism’s mission to develop innovation in Africa and stimulate investment in the region’s tourism sector, positioning Morocco as a key gateway for tourism development across the continent.
