Morocco and UN Tourism on Wednesday inaugurated the UN Tourism Thematic Office on Innovation for Africa in Rabat, marking the first permanent office established by the organization on the African continent, as officials pledged to scale up investment, digitalization and skills development to unlock the continent’s tourism potential.
The office was officially opened by Morocco’s Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatim‑Zahra Ammor, and UN Tourism Secretary-General Shaikha Al Nowais, in the presence of ambassadors from African UN Tourism member states, representatives of the United Nations system in Morocco and institutional partners.
Speaking at the ceremony, Ammor said the new office reflects a shared conviction that Africa’s tourism transformation must be driven from within the continent, leveraging its cultural, natural and human capital.
“Africa holds extraordinary assets, but still captures less than 5% of global tourist arrivals and receipts,” Ammor said. “With this office, our ambition is to help close that gap by empowering African innovation and entrepreneurship.”
She said Morocco, drawing on what she described as strong experience in tourism development, was well placed to host the office and serve as a hub for South-South cooperation.
Morocco welcomed nearly 20 million tourists in 2025, generating about 138 billion dirhams ($13.8 billion) in tourism revenues, according to the ministry.
Ammor said Morocco expects the sector to continue its expansion, forecasting that tourism arrivals could exceed 26 million by 2030, with annual revenues rising to around 200 billion dirhams, supported by innovation, air connectivity and skills development.
The tourism sector currently employs around 2.5 million people directly and indirectly in Morocco, a figure she said could increase by 40% by the end of the decade if current strategies are sustained, she said.
Morocco, thanks to the enlightened vision of King Mohammed VI, places great importance on South-South cooperation, Ammor said, adding that “This office will be a platform for exchange and concrete action, supporting a more competitive and more sustainable African tourism sector that creates jobs for our youth.”
UN Tourism Secretary-General Al Nowais said the Rabat-based office would function as an operational center rather than a symbolic presence.
“Today, we are not simply inaugurating an office. We are launching a platform for action,” Shaikha Al Nowais said. “Our focus will be on supporting startups, accelerating digital transformation and building skills that will define tourism’s future across Africa.”
According to UN Tourism estimates cited at the event, international tourist arrivals to Africa could grow at an average annual rate of 6–7% through 2035 if investment in innovation, infrastructure and human capital accelerates, potentially doubling the sector’s economic contribution on the continent.
