MEDITOUR 2026: A Platform for Mediterranean Tourism Innovation
Over 200 decision-makers and approximately 40 international experts have gathered in Agadir for the Mediterranean Tourism Forum, MEDITOUR 2026. This prestigious event, held under royal patronage, aims to foster discussions on the future of tourism in the Mediterranean region, particularly in light of current challenges such as climate change, sustainability, connectivity, and digital transformation. The forum commenced on Thursday, June 18, 2026, bringing together influential figures to address pivotal issues that will shape Mediterranean tourism leading up to 2030.
The event is spearheaded by the Association of Mediterranean Chambers of Commerce (ASCAME) and organized by the Souss-Massa Chamber of Commerce, Industry, and Services (CCIS-SM), with support from SMART Tourism SDR and various regional and national institutions. Notable attendees at the opening ceremony included Fatim-Zahra Ammor, the Minister of Tourism, Handicrafts, and Social Economy, alongside regional leaders such as Karim Achengli, President of the Souss-Massa Regional Council, and Lhoucine Alioua, President of the Federation of Chambers of Commerce, Industry, and Services of Morocco.
Agadir: A Showcase for Mediterranean Tourism
During the forum's opening, Saïd Dor, President of the CCIS-SM, emphasized that Agadir's selection as the host city for MEDITOUR was a strategic decision reflecting years of development that have established the Souss-Massa region, particularly Agadir, as a premier tourist destination. He highlighted the region's natural and environmental advantages, as well as significant investments in infrastructure, particularly in anticipation of the upcoming 2030 World Cup and the Kingdom's tourism development objectives.
According to Dor, the forum serves as a vital platform for collaborative reflection and joint action between the two shores of the Mediterranean, enabling the exchange of experiences among various Mediterranean nations concerning sustainability, investment, innovation, and competitiveness. Minister Fatim-Zahra Ammor reinforced the Mediterranean's significance in the global tourism economy, noting that it is the world's leading tourist region, attracting 460 million visitors annually, which accounts for 30% of global tourism.
Ammor underscored the importance of the Mediterranean basin to Morocco, revealing that nearly 60% of the country's tourist arrivals originate from Mediterranean countries. She also pointed out that a substantial portion of structured investments and partnerships within the sector comes from this region. Addressing challenges such as climate change and evolving traveler expectations, Ammor advocated for enhanced cooperation among Mediterranean countries, asserting that Morocco is prepared to actively participate in this collaborative effort, leveraging its geographic advantages to foster a more competitive, sustainable, and resilient Mediterranean.
Furthermore, she highlighted Morocco's recent tourism performance, noting a surge in tourist arrivals from 13 million in 2019 to nearly 20 million projected by 2025, alongside record tourism revenues reaching 138 billion dirhams in 2025, compared to less than 80 billion dirhams six years prior. The Minister also emphasized the significance of air and maritime connectivity in bridging both shores of the Mediterranean, citing the new cruise terminal in Agadir and recently launched maritime links at Tanger Med.
Karim Achengli remarked that hosting the forum in Agadir signifies the increasing prominence of the Souss-Massa region in both continental and regional tourism landscapes. He outlined the structural projects undertaken in recent years, focusing on infrastructure modernization and diversification of tourist offerings. Imad Barrakad, the Director General of the Moroccan Society of Tourism Engineering (SMIT), noted the dynamic development of tourism in the region, including enhancements in accommodation capacity at Founty, the development of Taghazout Bay, and the future Aghroud station project.
Lastly, Lhoucine Alioua announced the upcoming launch of a new regional tourism support program, developed in partnership between the Moroccan Chamber of Commerce and the Union of Egyptian Chambers, with a budget of 8 million euros set to be initiated within three months. The proceedings of MEDITOUR 2026 are expected to conclude with the adoption of the Agadir MEDITOUR Declaration, which aims to outline several key directions for the future development of Mediterranean tourism.
As reported by fr.hespress.com.
