Tourism investment growth across Africa highlighted at Morocco showcase summit

The second Morocco Showcase Summit convened November 19-20 in Casablanca with renewed ambitions positioning tourism investment as a rapidly growing sector across Morocco and Africa.

Jointly organized by the Moroccan Society of Tourism Engineering (SMIT) and API Events, the gathering attracted over 300 participants including experts, investors, operators, and national and international tourism decision-makers from fifteen countries exploring opportunities for agreements and project development.

SMIT General Director Imad Barrakad, speaking at the opening session, emphasized that the 2023-2026 tourism roadmap establishes tourism investment as a priority axis. The strategic framework guides sector development through focused initiatives targeting sustainable growth and responsible resource management.

Barrakad articulated clear commitment to sustainable and responsible investment practices. Development efforts prioritize alleviating pressure on water resources and promoting sustainable valorization of tourism assets, with innovation playing a central role in achieving these objectives. This approach balances economic growth with environmental stewardship considerations increasingly important to international investors.

“This annual summit is designed to promote tourism investment in Morocco,” said Murray Anderson, managing director of API Events. “We bring industry stakeholders together to highlight the country’s investment potential and encourage the launch of innovative and sustainable projects.”

Anderson noted that Morocco’s major structural reforms, large-scale infrastructure projects and commitment to sustainability make it a strategic destination for international tourism investors—especially considering the momentum generated by the 2030 World Cup.

He emphasized the importance of strengthening public-private partnerships through shared insights, sector updates and successful case studies. “This is the moment to create new investment opportunities,” he said.

Anderson also praised SMIT as a “key partner” in promoting investment, citing its role in designing tourism projects, structuring investment opportunities and enhancing sector competitiveness.

The summit’s program featured panels on global tourism trends, sustainable investment and innovative tourism products, as well as sessions focused on destination-development strategies. It also includes sector-specific workshops on investment opportunities, financing mechanisms and market developments.

Attendees took part in B2B and B2G meetings aimed at advancing concrete projects. Case studies highlighting both local and international success stories were also presented, reflecting ongoing transformations in the tourism landscape.