By Emmanuel Nduka
The United Nations World Tourism Organization (UNWTO) has recently ratified Morocco’s position as a leading tourism destination in Africa.
Morocco’s position was solidified with the ratification of its candidacy to host the first African office of the UNWTO at the 24th Session of the organization’s General Assembly.
The UNWTO recognized Morocco as the leading tourist destination in Africa, noting that the country welcomed a remarkable 17.4 million international visitors in 2024, a 20% increase compared to the previous year.
During an official visit to Morocco, UNWTO Secretary-General Zurab Pololikashvili commended the country’s successful positioning of tourism as a key pillar of economic diversification and sustainable growth.
In a statement, the Madrid-based organization highlighted Morocco’s status as the most visited destination in Africa and acknowledged its strategic partnership in promoting innovation and investment within the continent’s tourism sector.
“The Moroccan tourism sector has become a key economic driver, contributing 7.3 percent to GDP by 2023,” stated UNWTO Executive Director Natalia Bayona. “With a remarkable 35 percent increase in international arrivals since 2019 and $10.5 billion in tourism revenue, Morocco is poised for continued growth.”
To further support the sector’s growth, UNWTO launched the “Tourism: Doing Business – Investing in Morocco” initiative in Rabat. This program aims to attract international investors of all sizes by showcasing investment opportunities within the country’s tourism sector.
Morocco’s Minister of Tourism, Handicrafts and Social and Solidarity Economy, Fatim-Zahra Ammor, emphasized the country’s competitive advantages in attracting investment. “The Kingdom of Morocco’s political stability, competitive advantage, open economy, vision of innovation and forward-thinking investment policies collectively position the country as a preferred destination for national and international investors,” she said.
Furthermore, Morocco and the UNWTO signed an agreement to establish the United Nations Thematic Office for Tourism in Africa, solidifying the country’s leadership role in the continent’s tourism sector.
Morocco is actively promoting innovation within the tourism sector through initiatives like the National Tourism Startup Competition. Launched in 2022 and supported by the Moroccan Tourism Development Agency (SMIT), the competition attracted 137 startups in 2024. Five startups emerged as winners, with Ecodome taking first place for its innovative approach to sustainable tourism.
Heritage Times HT reports that these developments underscore Morocco’s commitment to sustainable tourism development and its growing influence as a leader in the African tourism space.
