Morocco Invests in Innovative Experiential Tourism
Morocco Aims to Transform Experiential Tourism into an Innovation Economy
Morocco ambitions to establish experiential tourism as a genuine innovation economy, open to investment and driven by innovative business models, stated Fatim-Zahra Ammor, the Minister of Tourism, Craftsmanship, and Social Economy and Solidarity, on Friday in Marrakech.
Speaking at the 2nd International Conference on Technological Innovation and Tourism Investment, the minister emphasized that the Kingdom is committed to a profound transformation based on infrastructure development, economic openness, and enhancing human capital, positioning tourism as a strategic pillar of national growth.
Significant Advances in the Tourism Sector
Ms. Ammor highlighted several key achievements, including the creation of an additional 45,000 hotel beds, a 30% increase in air connectivity, and support for nearly 2,000 tourism and leisure projects through various national programs.
She also stressed the central role of innovation in this new phase of sector development, showcasing initiatives to support startups, facilitate access to funding, and establish incubation ecosystems.
Startups at the Heart of Transformation
The minister recalled initiatives already launched, including a national competition in 2024 that facilitated the emergence of operational projects, which will be followed by a second edition in 2025 focusing on digital services, entertainment, and Moroccan gastronomy.
She also announced the upcoming launch of a third edition dedicated to rural tourism, considered a crucial driver of territorial development.
A New Vision for Tourism Investment
Imad Barrakad, the Director-General of the Moroccan Company for Tourism Engineering (SMIT), emphasized the necessity of moving from isolated project logic to building true tourism champions capable of shining on an international stage.
He clarified that while Morocco possesses significant assets, its experiential offerings must be better structured and further financed to enhance competitiveness.
A Dynamic Driven by Innovation
SMIT, in partnership with the Ministry of Tourism and UN Tourism, is now deploying a comprehensive strategy aimed at democratizing tourism investment, particularly leveraging startups as a catalyst for small and medium investment.
This approach relies on an integrated ecosystem combining project engineering, financing, incubation, and connections with national and international investors.
Held in Marrakech, this conference aims to stimulate a new investment dynamic through pitch sessions, panels on the future of tourism, and an exhibition showcasing innovative projects in digital technology, gaming, and gastronomy.
The event also features awards for the most innovative startups from a competition that attracted 275 participants, along with the launch of a new competition dedicated to rural tourism, reaffirming Morocco’s commitment to diversify its tourism offerings and enhance its international appeal.
