MOROCCO – The Moroccan Agency for Tourism Development (SMIT) has announced that Morocco welcomed 17.4 million international visitors in 2024, marking a 20% increase from the previous year and solidifying its position as Africa’s top tourist destination.
In 2024, Morocco’s tourism revenue surged to US$10.5 billion, contributing a notable 7.3% to the country’s GDP.
Over the past decade, the nation has attracted an average of US$3.5 billion in foreign direct investment (FDI) annually, with the tourism sector alone accounting for US$2.2 billion between 2014 and 2023.
Greenfield investments further accelerated growth, injecting an additional US$2.6 billion from 2015 to 2024.
Innovation has played a central role in Morocco’s tourism success. UN Tourism Executive Director, Natalia Bayona, highlighted the critical importance of digital transformation in shaping the future of the sector.
She commended Morocco for its 35% increase in international arrivals since 2019, underscoring the country’s ability to adapt and flourish in a dynamic travel environment.
In 2024, the Moroccan Agency for Tourism Development (SMIT) wrapped up its National Tourism Startup Competition, featuring 137 aspiring startups.
Ecodome claimed first place for its sustainable tourism solutions, while other innovative companies such as ATAR, Pikala, Wanaut, and Mouja also stood out for their unique contributions to the industry.
These startups reflect Morocco’s commitment to fostering entrepreneurial talent and creativity within the tourism sector.
To further cement its position as a leader in African tourism, Morocco signed an agreement to host the UN Tourism Thematic Office for Africa.
This initiative underscores the nation’s commitment to supporting tourism growth across the continent, further solidifying its role as a key player in global travel.
With its record-breaking achievements in 2024, Morocco’s tourism industry is positioned for continued success.
Strategic investments, innovative solutions, and strong international partnerships ensure that the country remains a top destination for global travelers.
As Morocco continues to set benchmarks in travel and tourism innovation, it establishes a high standard for the sector both in Africa and internationally.
Morocco’s global influence is set to expand as it prepares to co-host the 2030 FIFA World Cup and the 35th edition of the Africa Cup of Nations (AFCON) in 2025.
Strategic partnerships with airlines such as Emirates and Saudi Airlines are enhancing connectivity, introducing new routes from the US, UK, Canada, and India.
These collaborations are expected to promote year-round tourism and generate socio-economic benefits for local communities, further solidifying Morocco’s status as a premier travel destination.
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