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Rabat – The International Finance Corporation (IFC) is in search of a qualified consulting firm to help develop a Tourism Investment Roadmap for Morocco.
IFC, a member of the World Bank Group, said in a statement that the initiative aims to identify high-potential investments.
The goal is to also identify constraints to private sector participation and practical pathways to mobilize private capital in support of Morocco’s tourism growth.
“The consulting firm will undertake a market and ecosystem diagnostic, including stakeholder mapping, tourism market analysis, competitive benchmarking, and review of Morocco’s tourism strategy and targets,’ IFC said in a statement.
The firm’s objective is to identify and prioritize tourism investment opportunities as well as conduct a deep-dive value chain and gap assessment for selected priority opportunities.
A strong emphasis will be on private sector participation, job creation, and climate resilience, alongside climate-smart investment opportunities, green finance mechanisms, and workforce training needs.
Small and medium enterprises’ (SMEs) participation is also required among the objectives, in addition to recommendations to enable environmental reforms, among others.
The closing date and time for the consulting firms to pitch their proposals is set for May 12.
The tourism sector in Morocco is among the top performers, contributing significantly to the country’s economy.
Travel revenue reached $3.1 billion in the first quarter of 2026. The number marks a 24% increase compared to the same period in 2025.
Morocco welcomed 4.3 million tourists between January and March. The figure represents a 7% rise year-on-year, the ministry said in a statement.
 Travel revenues reached MAD 138 billion ($13.8 billion) in 2025, exceeding the 2026 target by MAD 18 billion ($1.97 billion).
Direct employment in tourism reached 894,000 jobs in 2025, up from 802,000 in 2022. That represents an increase of 92,000 jobs over three years, surpassing the roadmap’s target of 80,000 additional positions by 2026.
