Morocco sets target of 2.3 million business tourists by 2030

Morocco aims to attract 2.3 million business tourists by 2030 as part of a national strategy to strengthen its position in the global business tourism market. The initiative forms a key pillar of the country’s tourism roadmap and supports preparations for major international events, including the 2030 FIFA World Cup.

Speaking before the House of Councillors, Tourism Minister Fatim-Zahra Ammor highlighted the growing importance of business tourism, commonly known as the MICE sector, which includes meetings, incentives, conferences, and exhibitions. She said the segment helps promote destinations, generates significant economic value, and reduces the seasonal fluctuations that often affect tourism activity.

According to the minister, business tourism has recorded strong growth in recent years and attracted substantial investment across several Moroccan cities. Morocco currently offers a combined capacity of 135,000 seats dedicated to conferences, exhibitions, and corporate events.

To support future growth, new infrastructure projects are being developed across the country. In Agadir, a congress palace with a capacity of 5,000 seats is expected to open by the end of 2026.

Marrakech is also expanding its conference facilities through the construction of a major congress center capable of accommodating 20,000 participants. Authorities expect the project to reinforce the city’s standing in the international events industry and help position it among the world’s leading conference destinations.

In Casablanca, studies are underway for the development of a future congress center ahead of 2030. Discussions continue regarding the location of the project and possible partnership arrangements.

Rabat is also set to strengthen its exhibition infrastructure following the signing of an agreement for a new exhibition center. The project will require an investment of MAD 700 million and will be financed jointly by the Ministry of Tourism and local authorities in the Rabat-Salé-Kénitra region.

Ammor noted that major business tourism projects require lengthy preparation periods due to financing requirements, investment procedures, and construction timelines. Despite these challenges, the ministry remains committed to supporting similar initiatives in regions with strong potential for business tourism development.

The expansion of business tourism is part of a broader effort to diversify Morocco’s tourism offer. Alongside traditional leisure travel, the country is investing in sports tourism, cultural tourism, and eco-tourism to attract a wider range of visitors.

In recent years, Morocco has accelerated investments in airports, hotels, transport infrastructure, and cultural attractions. Authorities believe these efforts will help increase visitor numbers, boost tourism revenues, create employment opportunities, and reinforce Morocco’s position as one of Africa’s leading tourism destinations.