Morocco has solidified its position as Africa’s top tourism destination with a surge in international arrivals, welcoming 17.4 million visitors in 2024, a remarkable 20% increase from the previous year.
To support its ambitious tourism goals, Morocco has deepened its partnership with UN Tourism through the launch of the “Tourism Doing Business – Investing in Morocco” guide. This initiative aims to attract foreign direct investment (FDI) into the country’s tourism sector by highlighting opportunities across hospitality, infrastructure, and technology.
With $2.2 billion in tourism-related FDI and $2.6 billion in Greenfield investments between 2014 and 2023, Morocco is positioning itself as a competitive and forward-thinking destination for international investors seeking long-term opportunities in Africa.
The country’s tourism future looks even brighter as Morocco continues to embrace digital transformation and innovation. During a recent visit by UN Tourism executives, the National Tourism Startup Competition showcased 137 startups, with winners focusing on sustainable tourism, cultural travel experiences, and digital solutions.
Furthermore, Morocco has been selected to host the UN Tourism Thematic Office for Africa, a move that will further strengthen its role as a hub for sustainable tourism growth and collaboration across the continent. With a commitment to eco-tourism, smart technologies, and a diversified visitor experience, Morocco is not just a destination but a beacon for the future of global travel.
With global events such as the 2030 FIFA World Cup and AFCON 2025 on the horizon, the nation’s tourism industry is poised for further expansion, making it a key player in the global travel market.