A Strategic Response to Global Tourism Shifts
Faced with rapid changes in global tourism dynamics and the approaching deadlines of major international sporting events, Morocco intends to accelerate the modernization of its tourism sector. This ambitious initiative, spearheaded by SMIT, seeks to identify, structure, and promote innovative tourism concepts that respond to the evolving needs of modern travelers while enhancing Morocco’s international competitiveness.
The initiative forms part of a broader vision to ensure that the Kingdom remains aligned with global tourism trends while capitalizing on its unique cultural, natural, and historical assets.
Aligned with the 2023–2026 Tourism Roadmap
The strategic study is fully aligned with Morocco’s 2023–2026 Tourism Roadmap, which aims to diversify and modernize the national tourism offering while preserving the country’s authenticity and identity. The core objective is to identify innovative and potentially disruptive tourism concepts that can deliver high added value and strengthen Morocco’s positioning as a flagship destination.
These concepts are expected to address current and future traveler expectations, including experiential tourism, sustainability, digital integration, and new destination formats.
From Concepts to Investment-Ready Projects
Beyond identifying innovative tourism concepts, the study will define appropriate support mechanisms and financing frameworks to ensure their successful implementation. The process will result in a practical and operational action plan designed to present these projects to investors and project developers.
This action plan will be supported by tailored assistance mechanisms, designed to complement existing tourism support programs and facilitate project execution across different regions of the Kingdom.
Creating a Favorable Ecosystem for Innovation
The overarching objective is to create a favorable environment for innovative tourism investment, ensuring both the realization and long-term sustainability of the identified projects. By doing so, Morocco aims not only to respond to immediate sector challenges but also to seize a strategic opportunity to anticipate future tourism trends.
This initiative positions the Kingdom to align with global standards and emerge as a regional — and potentially international — leader in tourism innovation.
A Sustainable and Forward-Looking Vision
By structuring a new generation of high-value tourism projects, Morocco seeks to consolidate its competitiveness while embedding its tourism development within a sustainable, inclusive, and future-oriented trajectory.
This forward-looking approach reinforces the Kingdom’s ambition to transform tourism into a powerful driver of economic growth, investment attraction, and international influence in the years to come.
