Business Tourism: Morocco Aims for 2.3 Million MICE Visitors by 2030
Morocco has set ambitious goals in the business tourism sector. The Kingdom aims to attract 2.3 million MICE tourists (Meetings, Incentives, Conferences, Exhibitions) by 2030, a strategic target announced in the House of Councillors by the Minister of Tourism, Fatim-Zahra Ammor.
This direction aligns with Morocco’s desire to establish itself as a significant destination for high-value international conferences and events.
MICE: A Strategic Lever for Moroccan Tourism
Business tourism plays a central role in the roadmap for the national tourism sector. A dedicated sector has been established to structure this segment, regarded as a driver of growth and diversification of tourism flows.
According to the minister, this type of tourism contributes to promoting Moroccan destinations, generating substantial economic benefits, and reducing the seasonality of tourism activities.
Growing National Capacity
Currently, Morocco boasts a capacity of 135,000 places dedicated to professional events and conferences, spread across several major cities in the Kingdom.
This infrastructure forms a crucial foundation to support the growth of the MICE segment, which has experienced steady growth in recent years.
New Congress Halls in Development
Several key projects are underway to enhance the national offering of conference infrastructure.
In Agadir, a new congress hall with a capacity of 5,000 seats is set to be launched by the end of 2026. In Marrakech, an international standard convention center is currently being developed, with an expected capacity of 20,000 seats, positioning the city among the leading global business tourism destinations.
In Casablanca, a similar project is also being considered with a view to 2030. Site selection and partnerships are still being defined.
Rabat Strengthens Its Event Positioning
Similarly, a convention has been signed for the establishment of an exhibition center in Rabat. This project, with an investment of 700 million dirhams, will be jointly financed by the Ministry of Tourism and local authorities in the region.
It aims to enhance the capital’s capacity to host large-scale national and international professional events.
Aiming for International Standards
Through these investments and structural projects, Morocco aims to position itself as a regional hub for business tourism, capable of hosting conferences and exhibitions that meet international standards.
This strategy is expected to enhance the Kingdom’s attractiveness and further diversify its tourism offerings.
