Morocco’s secret plan to reinvent tourism after a record year

Morocco is launching a strategic study to structure a new generation of innovative tourism projects and strengthen its attractiveness in the run-up to major international sporting events. Piloted by the Moroccan Society of Tourism Engineering (SMIT), this initiative aims to modernize the national offering after a 2025 marked by a historic record of nearly 20 million visitors.

The Moroccan Society of Tourism Engineering (SMIT) is undertaking a strategic approach aimed at creating a portfolio of innovative tourism projects. This initiative is part of the 2023-2026 Tourism Roadmap, the objective of which is to diversify the national offering while integrating potentially disruptive concepts. Faced with changes in the global sector and the approach of the 2030 World Cup, the Kingdom intends to accelerate the transformation of its model to meet the new expectations of international travelers in terms of sustainability and technological innovation.

This dynamic follows a sector performance that has crossed the 20 million visitor mark over the past year. According to the general management of SMIT, this progress is based on a deep transformation focused on the quality of the experience and territorial diversification. The current consultation is not limited to the identification of new concepts, but also provides for the definition of appropriate financing mechanisms and support frameworks for investors. The development of an operational action plan should thus create a favorable environment for high value-added investment.

The initiative aims to align Moroccan tourism with the highest global standards and anticipate future market developments. By structuring these next-generation projects, Morocco aims to consolidate its regional competitiveness and establish itself as a leader in tourism innovation. This modernization strategy must ensure the sustainability of investments while guaranteeing an inclusive and sustainable economic impact for all the territories of the Kingdom.