Marrakech Hosts a Groundbreaking Conference on Tourism Innovation
On April 23 and 24, 2026, Marrakech became the focal point for dialogue and collaboration in the tourism sector by hosting the second edition of the international conference titled "Technological Innovation and Tourism Investment." Organized by the Moroccan Society of Tourism Engineering (SMIT) in partnership with the Ministry of Tourism and UN Tourism, the event aimed at accelerating investments and establishing Morocco as a leading hub for tourism innovation in Africa.
From the onset, the conference set an ambitious tone. Notable officials, including the Minister of Tourism and the Director General of SMIT, emphasized the critical importance of integrating innovation into investment strategies to meet the evolving demands of the market. Morocco aims to leverage this transformation to strengthen its competitive position on both the regional and international tourism landscapes.
A highlight of the conference was the pitch session, which brought together 275 startups from across Morocco. These startups showcased a diverse range of projects covering areas such as service digitalization, leisure gaming, and gastronomy, reflecting a vibrant entrepreneurial ecosystem. Additionally, around ten emerging companies presented their innovative solutions during a dedicated exhibition, providing a tangible glimpse into the ongoing advancements within the sector.
The conference panels facilitated discussions on key financing mechanisms, with a particular focus on the roles of business angels, venture capital, and strategic partnerships. Speakers underscored the major trends shaping the future of tourism, characterized by the rise of digital technologies and immersive experiences. Furthermore, a prestigious award ceremony recognized the most innovative startups that emerged from a national competition initiated by SMIT and UN Tourism. Following this, an announcement was made regarding a new competition aimed at promoting rural tourism projects that can significantly impact local communities.
Beyond the immediate activities of the conference, SMIT provided an overview of a strategic initiative launched three years prior, which signifies a paradigm shift in Morocco's tourism model. This evolving approach is increasingly focused on the customer experience, integrating elements of entertainment, culture, digital innovation, and regional enhancement. So far, the initiative has led to the creation of over 45,000 new hotel beds, the renovation of 62,000 beds, and support for more than 1,500 businesses in the realms of entertainment and experiential tourism. Concurrently, a proactive policy to attract investment has resulted in over 600 meetings and nearly 160 qualified projects, positioning Morocco as one of the continent's most dynamic tourism markets and the second largest in Africa in terms of the tourism project pipeline.
Another crucial strategic focus is to democratize tourism investment. SMIT is now pursuing a more inclusive model that encourages the emergence of startups and small investors, seen as essential growth drivers for creating an agile ecosystem capable of generating value at the community level. Through this conference, Morocco reaffirms its commitment to advancing a new era of innovative, competitive tourism that aligns with modern economic dynamics, with the goal of establishing itself as a sustainable and attractive destination in the region.
As reported by fr.le360.ma.
