Morocco’s Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatim-Zahra Ammor, has reaffirmed the country’s commitment to transforming its tourism sector into a global leader in innovation and investment. Speaking at the International Conference on Technological Innovation and Tourism Investment in Marrakech, Ammor outlined Morocco’s record-breaking achievements and ambitious plans to position the kingdom as Africa’s foremost technology hub for tourism.
Record-Breaking year for Moroccan tourism
Ammor celebrated Morocco’s exceptional success in 2024, attracting 17.4 million tourists—an unprecedented milestone. “This historic achievement is not by chance but the result of a clear and ambitious vision,” she declared. The Minister attributed the success to major reforms spearheaded under the leadership of His Majesty King Mohammed VI, which have laid the groundwork for sustainable economic growth.
Key reforms over the past three years, including social protection, healthcare access, housing support, and the revision of the Family Code, have strengthened Morocco’s socio-economic foundation. Coupled with advancements in renewable energy, infrastructure, and industry, the country has become an attractive destination for travelers and investors alike.
Pioneering digital transformation in tourism
Digital innovation emerged as a focal point of Ammor’s speech. Highlighting the 2023-2026 tourism roadmap, she emphasized the government’s competitive framework for encouraging digital transformation among tourism businesses. This effort aligns with Morocco’s broader ambitions to foster economic and social development through technology.
“Our ambition is clear: to make Morocco Africa’s technology innovation hub in tourism,” Ammor stated. Initiatives such as two national tourism startup competitions—organized in collaboration with UN Tourism and SMIT (Moroccan Agency for Tourism Development)—are driving this transformation. These competitions focus on key areas such as gaming, Moroccan gastronomy, rural tourism, and service digitalization.
The Minister applauded the first cohort of tourism startups, which she described as “bold, creative, and emblematic of Morocco’s new generation.” The projects, ranging from eco-friendly accommodations and Moroccan street food experiences to cultural heritage promotion and water sports, exemplify the diversity and potential of Moroccan innovation.
Boosting investment & collaboration
Ammor underscored Morocco’s robust support system for tourism investment, including the Mohammed VI Investment Fund, the Go Siyaha initiative, and the newly developed Tourism Project Bank. The unveiling of a comprehensive tourism investment guide, created in partnership with UN Tourism and SMIT, was another highlight of the conference. This guide offers vital resources and opportunities for both local and international investors.
“Tourism investment support in Morocco is stronger than ever,” she affirmed, urging global stakeholders to join the kingdom in its mission to build a resilient and innovative tourism sector across Africa.
The conference, which brought together leading experts, investors and entrepreneurs, showcased Morocco’s growing reputation as a hub for technological innovation in tourism. The Minister reaffirmed the call to action for investors to partner with Morocco in shaping the future of tourism through innovation and sustainability.
“Today, we celebrate the innovative choices and investment decisions that will define the future of tourism. Morocco is ready to be your partner in this exciting adventure,” Ammor concluded.
