Tourism development in Morocco: investment, SMEs, and startups

During a debate held on Thursday, Fatim-Zahra Ammor, Morocco’s Minister of Tourism, Handicrafts, and Social and Solidarity Economy, provided insights into the government’s initiatives and ambitions regarding investment in small and medium-sized enterprises (SMEs) and support for startups in the tourism sector. She highlighted the role of new technologies and reaffirmed Morocco’s leadership in Africa’s tourism industry.

Addressing the impact of the investment charter on SMEs, Ammor emphasized the government’s commitment to strengthening SMEs and boosting employment. She referenced the employment roadmap presented on February 26, stressing that SME development is a key pillar in job creation. According to her, the investment charter provides essential tools and resources to accelerate the sector’s goals rather than altering pre-existing targets.

To support SMEs in tourism, the minister highlighted programs such as Al Moustatmir Assiyahi, which facilitates financing, and Go Siyaha, which enhances competitiveness. Additionally, regional initiatives like ONCRA and CIAIA offer financial aid and technical support to local SMEs.

Regarding startups, Ammor showcased the government’s initiatives, particularly those driven by the Moroccan Society of Tourism Engineering (SMIT). These programs focus on gaming, digital transformation, and gastronomy, reflecting the innovative spirit of young Moroccan entrepreneurs. She expressed enthusiasm about the potential of emerging talent and emphasized the necessity of integrating advanced technologies like artificial intelligence into tourism. The ministry has also launched digital incubators to nurture innovative projects.

On an international scale, Morocco aims to share its tourism expertise with other African nations. The upcoming opening of the World Tourism Organization’s (UNWTO) regional office in Rabat is a significant milestone, marking the first such office in Africa. According to Ammor, this initiative not only acknowledges Morocco’s efforts in tourism but also aims to transform the sector across 53 African countries.

Through innovation, SME support, and technological advancements, Morocco is strengthening its position as a leading tourism hub in Africa, paving the way for sustainable growth in this vital industry.