Morocco’s position as a global leader in tourism was celebrated today at the Technological Innovation and Tourism Investment Forum, where UN Tourism Secretary-General Zurab Pololikashvili in his opening remarks lauded the North African country’s effort in tourism innovation and investments.
The event, hosted in Marrakech, brought together industry leaders, innovators and policymakers to discuss the future of tourism investment and innovation.
“We were last in Morocco for our Executive Council at the end of 2022. All our Members left with great memories,” Pololikashvili remarked, paying tribute to His Majesty King Mohammed VI’s transformative leadership, which has positioned Morocco as a beacon of sustainable development.
The Secretary-General lauded Morocco’s tourism sector for its remarkable milestones, including becoming Africa’s most visited country, with over 17 million visitors in 2024. He also praised the fast e-visa system, which issued nearly 400,000 visas last year, as a prime example of how innovation can enhance travel experiences.
“Today, we focus on two areas that have guided our joint efforts in recent years—investment and innovation,” Pololikashvili noted. The event marked the official handover of the “Morocco Investment Guidelines in Tourism,” a strategic document outlining the Kingdom’s competitive advantages, from its strategic location to its robust infrastructure and public-private partnerships.
Morocco has attracted foreign direct investments (FDI) worth $60 billion between 2007 and 2023, and its GDP is forecast to grow by 4% in 2025, further solidifying its status as a top investment destination.
A key highlight of the forum was the celebration of Moroccan innovation in tourism. Pololikashvili applauded the success of the National Tourism Startup Competition, which has fostered a culture of innovation in the sector. He revealed that this year’s call for transformative ideas received an overwhelming 137 applications, with seven exceptional startups presenting their pitches yesterday.
“These innovators have challenged us to reimagine the tourism experience, from transportation and lodging to gastronomy and marine conservation,” he said, adding that the winners will be announced soon.
Building on this momentum, the UN Tourism, in collaboration with the Moroccan Ministry of Tourism, plans to launch two new startup competitions and introduce guidelines to support investments in tourism tech startups.
The forum also celebrated Morocco’s upcoming role as a co-host of the 2030 FIFA World Cup, alongside Spain and Portugal. Pololikashvili described the event as a “remarkable milestone” that will bring lasting benefits in infrastructure, job creation and cultural exchange.
A groundbreaking announcement was the opening of the first UN Tourism Thematic Office focused on Innovation for Africa, located in Rabat. This office will spearhead efforts to advance tourism innovation across the continent, aligning with the African Union’s Agenda 2063 and the UN Tourism Agenda for Africa.
“With 60% of its population under 25, Africa’s future in tourism lies in investing in education, skills and jobs,” Pololikashvili emphasised, describing the Thematic Office as a significant step toward inclusive growth and economic diversification.
The event featured a keynote address by Natalia Bayona, Executive Director of UN Tourism, on “Global Trends in Tourism Tech and Innovation.” Panel discussions explored themes such as “Sustainable Digital Growth – Empowering SMEs and the Startup Ecosystem” and “Investing in Startups for SMART and Innovative Solutions in Tourism Activities.”
Additionally, the UN Tourism Organisation and Morocco’s Ministry of Tourism, Handicrafts, and Social and Solidarity Economy signed a Memorandum of Understanding (MoU) to organise the 2nd Tourism Startup Competition and develop a Startup Landscape Investment Guidelines framework.
Pololikashvili reflecting on Morocco’s achievements and future potential, declared: “Under the wise leadership of His Majesty King Mohammed VI, Morocco has become a model for innovation, sustainability, and inclusive growth. Together, we are shaping a new phase for tourism in Africa and beyond.”
