Morocco, as the most visited destination in Africa, is a key partner of UN Tourism in its mission to promote innovation across the continent and encourage investments in the region’s tourism sector, noted the UN organization based in Madrid on its website.

UN Tourism noted that $2.2 billion was invested in the tourism sector in Morocco between 2014 and 2023, while investments in new projects in this field amounted to $2.6 billion between 2015 and 2024.

Over the past five years, Morocco has attracted an average of $3.5 billion in foreign direct investment annually across all sectors.

To support the continued growth of tourism in the Kingdom, UN Tourism launched the “Tourism Doing Business – Investing in Morocco” initiative this week in Rabat. The organization highlighted that this guide showcases the opportunities offered by the tourism sector to international investors of all sizes.

To support Moroccan tourism innovation, UN Tourism has brought together leaders from the private sector, including the SMIT (Moroccan Tourism Engineering Company), as well as entrepreneurs and small business owners to celebrate innovation in the Kingdom’s tourism sector, according to the same source.