Morocco Tourism Transformation: Beyond Hotel Occupancy

Morocco’s tourism sector is undergoing a genuine transformation to offer services increasingly focused on entertainment, culture and digital innovation. This ambition is reflected in a massive transformation of accommodation infrastructure. Indeed, more than 45,000 new hotel rooms have been created, while 62,000 others have been completely renovated before being reintegrated into the market.

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To support this momentum and consolidate regional development, an aggressive strategy to attract capital has been deployed. The country now ranks second in Africa in terms of its portfolio of tourism projects, an appeal strengthened by the creation of digital tools such as the "Invest in Tourism" networking platform. Nearly 160 projects were thus able to be pre-selected following 600 business meetings.

This momentum was demonstrated in Marrakech during the second edition of the International Conference on Innovation and Tourism Investment, led by SMIT and its institutional partners. The event highlighted local dynamism by bringing together 275 startups from across the country to present their concepts, mainly around gastronomy, digital services and leisure activities.

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About a dozen of them were even able to concretely showcase their solutions at stands. In parallel with this major effort on accommodation capacity, the authorities are now supporting more than 1,500 companies specializing in entertainment and experiential stays, strengthening the overall competitiveness of the destination.