UN Tourism: Morocco a Model of Business Environment and Tourism Success

Doha – A landmark UN Tourism report has positioned Morocco as Africa’s premier destination for tourism investment, following the country’s exceptional performance in visitor numbers and revenue for 2023.

The report, “Tourism Doing Business – Investing in Morocco,” highlights that Morocco welcomed 17.4 million international visitors in 2024, marking a 35% increase compared to 2019 levels.

The country’s tourism revenue reached $10.5 billion in 2023, representing a 28% increase from 2019.

“Positioned as an alluring prospect for investors, Morocco boasts a strategic location, modern infrastructure, and a government deeply committed to fostering foreign direct investment,” stated Zurab Pololikashvili, UN Tourism Secretary-General.

“This favourable business environment has played a pivotal role in propelling Morocco’s growth and development,” he added.

According to the report, Morocco has become “one of the best performing destinations worldwide” that has exceeded pre-pandemic levels in terms of international tourist arrivals in 2023.

The report emphasizes Morocco’s economic resilience, noting an average annual growth rate of 2.5% over the past decade.

“With a decade of 2.5% growth, Morocco has emerged as the fifth-largest country in Africa by GDP,” said Natalia Bayona, Executive Director at UN Tourism.

“This report emphasizes the role of tourism in Morocco’s economic performance, grounding it in resilient fiscal and monetary policies, a stable political and socio-economic environment, and deliberate efforts to boost the sector,” she further explained.

“Morocco epitomizes the interconnectedness of being an inviting business environment, a thriving tourism sector, and sustainable, growth-oriented development,” Pololikashvili added in the report.

Morocco’s continued expansion of its tourism sector

Key findings show that tourism contributes significantly to Morocco’s GDP, rising from 3.7% in 2020 to 7.3% in 2023.

The country has averaged $3.5 billion in FDI annually across all sectors, with $2.2 billion allocated to tourism between 2014 and 2023.

The report particularly notes Morocco’s position as “the leader in tourism greenfield FDI among the members of the UN Tourism Regional Commission for Africa.”

The report details Morocco’s extensive infrastructure capabilities, including 19 international airports, 43 ports, 2,110 kilometers of railroads, and approximately 1,800 kilometers of highways connecting 70% of the country’s population.

The country also boasts 119 Industrial Zones, 7 Special Economic Zones, and a robust telecommunications infrastructure with an 83% internet penetration rate per household and 29.8 million internet subscribers.

In the tourism sector specifically, Morocco has developed its accommodation capacity to 289,000 beds, representing more than 60% growth in a decade.

The country is also home to 11 National Parks, a 3,500-kilometer coastline, and 9 UNESCO Cultural World Heritage Sites.

“For European businesses, Morocco is one of the gateways to Africa – an excellent entry market to serve both North and West Africa, and even the entire continent,” stated Elcia Grandcourt, Director Regional Department for Africa at UN Tourism.

During yesterday’s meeting between Moroccan Foreign Minister Nasser Bourita and UN Tourism Secretary-General Zurab Pololikashvili, discussions focused on strengthening the partnership between Morocco and UN Tourism.

Bourita highlighted the significance of upcoming events, including the 2025 African Cup of Nations and 2030 World Cup, as opportunities to promote sustainable tourism.

The country surpassed Egypt as Africa’s leading tourist destination in 2024, which only received 15.7 million visitors compared to Morocco’s 17.4 million.

The report concludes that Morocco’s commitment to sustainable tourism development, alongside its new tourism roadmap 2023-2026 backed by $610 million in funding, puts the country on track for continued expansion in the tourism sector.