The vibrant city of Marrakech served as the backdrop for the second consecutive International Conference on Innovation and Investment in the Tourism Sector, held on Friday, April 24, 2026. This significant event underscores Morocco's ongoing ambition to solidify its status as a leading destination for sustainable and innovative tourism.
Organized by the Ministry of Tourism, Handicrafts, Social Economy, and Solidarity, in collaboration with the United Nations World Tourism Organization (UNWTO) and the Moroccan Tourism Engineering Company, the conference attracted approximately 150 participants, including stakeholders, experts, and investors from various countries around the globe.
The conference was presided over by Fatima Zahra Amour, the Minister of Tourism, Handicrafts, Social Economy, and Solidarity, alongside Sheikha Al Nuaimi, the Secretary-General of the UNWTO. The event was graced by numerous officials and relevant institutions in the sector, including Imad Barqad, the General Director of the Moroccan Tourism Engineering Company, and Hamid Ben Tahar, the President of the National Confederation of Tourism.
This event emerges within the context of a rapidly evolving Moroccan tourism sector, which reached a record high of 20 million tourists in 2025, reinforcing the kingdom's appeal as a prime tourist destination on both regional and international levels.
In her opening remarks, Fatima Zahra Amour emphasized the profound transformations occurring within global tourism, asserting that the destinations most capable of positioning themselves for the future are those that invest in innovation and anticipate travelers' expectations. She highlighted Morocco's commitment to enhancing its standing among these emerging destinations.
Sheikha Al Nuaimi noted that the conference reflects Morocco's growing role in integrating innovation and investment within the tourism sector. She pointed out that existing partnerships, along with initiatives such as the “Innovation Challenge,” present significant opportunities for entrepreneurs to turn their ideas into viable projects.
The event also featured a parallel initiative with the inauguration of the UNWTO's thematic office on innovation in Africa, marking the first of its kind on the continent. This development underscores Morocco's position as a regional hub for advancing innovative tourism policies.
The conference commenced with a session dedicated to the future of tourism in Africa, followed by two scientific panels that discussed funding for innovation and the major transformations within the tourism industry. These discussions included participation from experts, institutions, startups, and investors. The events concluded with direct meetings between startups and investors, aimed at exploring practical partnership opportunities.
In support of innovation and entrepreneurship, the conference highlighted startup projects participating in the national tourism competition organized in partnership with the UNWTO, which saw the involvement of 176 companies, with 10 selected for the final list.
Three startups were awarded in various categories, with “Misraj” winning in the Moroccan culinary arts category, “Mosika” recognized in the entertainment games category, and “Beyond the Map” receiving accolades in the digitization of tourism services category for its solutions based on augmented reality and artificial intelligence that promote cultural heritage.
This second edition of the conference reaffirms Morocco's commitment to fostering innovation as a critical lever for the development of the tourism sector and consolidating its role as a regional and international platform for hosting future projects and investments in this domain.
As reported by expresstv.ma.
