Morocco has entrusted the tourism sector with a significant role in driving its economic growth, and the numbers are a testament to this commitment. Over the past five years, the country has received an average of $3.5 billion in foreign direct investment (FDI) annually, with a substantial portion of this investment focused on the tourism sector. Between 2014 and 2023, $2.2 billion was allocated to the sector, and investments in new facilities amounted to $2.6 billion between 2015 and 2024. These significant investments underscore Morocco’s dedication to developing its tourism industry, particularly in the lead-up to co-hosting the FIFA 2030 World Cup and the 35th edition of the African Cup of Nations (AFCON-2025).
A key development in this context is the signing of a Headquarters Agreement for the Creation of the First Themed Office of the UN Tourism in Africa, which will be established in Rabat. This office aims to promote innovation and investment in the tourism sector across the continent, organizing conferences, forums on tourist innovation, and startup competitions. The agreement was signed by Fatim-Zahra Ammor, Minister of Tourism, Crafts and Social Economy and Solidarity of Morocco, and Zurab Pololikashvili, UN Tourism Secretary, in the presence of hundreds of sector companies and institutional representatives.
According to Minister Ammor, the choice of Morocco to house this office solidifies the country’s leadership in tourism development on the continent. Morocco’s goal is to reach 25 million tourists by 2030, up from 17 million in the last year, making it the primary tourist destination in Africa. To achieve this, the country is investing heavily in infrastructure, including the construction of three new airports and the reinforcement of its road network. Minister Ammor emphasized that tourism will not only contribute to job creation but also boost local economies.
The commitment to tourism also presents an opportunity for young Moroccans to pursue careers and avoid immigration. With a significant portion of the youth population not in education or employment, tourism has become a vital economic engine, contributing 7.3% to GDP in 2023. For many young Moroccans, tourism offers a window of opportunities, as seen in the stories of Anas Zaki and Oumaima Ettargui.
Empowering Young People through Tourism
Anas Zaki, a young entrepreneur, has launched a project that connects local businesses, hotels, and travelers in the Dajla region, a popular surf destination in Morocco. Through his portal, Mouja, travelers can access information about the destination, and local communities benefit from their presence. Anas believes that the tourism sector is experiencing a great moment, but more needs to be done to reduce bureaucracy and facilitate business launches. On the other hand, Oumaima Ettargui, a 27-year-old Berber woman, represents a new generation of Moroccan women seeking empowerment through work. She works in a company that offers bicycle tours in Marrakech and sees tourism as a means to personal and professional growth.
In this context, the support of UN Tourism is a significant boost to Morocco’s strategy, which aims to not only drive economic growth but also address issues like irregular immigration and promote equality in a country marked by inequalities. As Morocco continues to invest in its tourism sector, it is likely to have a positive impact on the country’s economy and the lives of its young people.