In an official visit to the Kingdom, UN Tourism Secretary-General Zurab Pololikashvili celebrated its achievements in growing tourism and making the sector a pillar of economic diversification and sustainable growth. According to the latest UN Tourism data, Morocco welcomed 17.4 million international tourists in 2024, a 20% increase on 2023, making it the most-visited country in all of Africa. Ms. Fatim-Zahra Ammor, Minister of Tourism Handicrafts and Social and Solidarity Economy for the Kingdom, shared the official data, and outlined the prospects for the years ahead, with Morocco set to co-host the 2030 FIFA World Cup and the 35th edition of the African Cup of Nations (AFCON-2025).

Over the last five years, Morocco has averaged USD 3.5 billion in FDI annually across all sectors. From 2014 to 2023, USD 2.2 billion was allocated to the tourism sector. Greenfield investments in tourism amounted to USD 2.6 billion between 2015 and 2024.

To support the further growth of tourism across the Kingdom, in Rabat, UN Tourism officially launched “Tourism Doing Business – Investing in Morocco”. The Guidelines – the latest in a growing portfolio of expert publications – outline the opportunities to be found in the tourism sector for international investors of all sizes. The Guidelines also set out investment trends and key areas of growth, including a focus on the Kingdom’s booming innovation ecosystem.

In Rabat, UN Tourism welcomed private sector leaders, including from SMIT Morocco, as well as leading entrepreneurs and small-business owners to celebrate innovation in the Kingdom’s tourism sector. In a keynote speech on Keynote Speech: “Global Trends on Tourism Tech and Innovation”, UN Tourism Executive Director Natalia Bayona highlighted the accelerating digital transformation of the sector.

Executive Director Bayona said: “Morocco's tourism sector has become a key economic driver, contributing 7.3% to GDP by 2023. With a remarkable 35% increase in international arrivals since 2019 and USD 10.5 billion in tourism revenue, Morocco is prepared to continue its growth. The country's stable political climate and strategic economic policies fortify this success."

Fatim-Zahra Ammor, Minister of Tourism Handicrafts and Social and Solidarity Economy, adds: "The Kingdom of Morocco's political stability, its competitive edge, the openness of its economy, the view on innovation and its forward thinking investment policies collectively positions the country as a privileged destination for both national and international investors. Our engagement persists in continuing the implementation of strategic reforms aimed at unlocking the full potential of private investment, thereby facilitating the business process in Morocco".

As part of the visit, an agreement was also signed to establish the UN Tourism Thematic Office for Africa, furthering Morocco’s role as a key partner in supporting tourism growth across the continent.

Source: UN Tourism

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UN Tourism in Morocco: Driving Investments and Celebrating Innovation in Africa’s Most-Visited Destination