Rabat, the capital of Morocco, is strategically positioning itself as a prominent player in the Meetings, Incentives, Conferences, and Exhibitions (MICE) and cultural tourism sectors. This move follows an insightful webinar conducted by the Confédération Nationale du Tourisme, under the engaging theme of "Rabat: a new rising destination." During this event, industry leaders convened to evaluate the city’s growing allure, with Bouchaib Rzane, the Founder and CEO of Access Morocco, highlighting a recent large-scale luxury MICE event hosted in Rabat as a testament to the city’s readiness to cater to international events. This prominent gathering attracted 180 delegates from North America, Latin America, and Europe, many of whom were visiting the Moroccan capital for the very first time, thereby underscoring Rabat’s potential as a MICE destination.
Despite the city’s robust modern infrastructure, including new hotels and conference facilities, Rabat still faces challenges in capacity compared to well-established hubs like Marrakech, particularly when it comes to hosting large-scale dinners and simultaneous events. El Mehdi Hameda Benchekroun, President of the CRT Rabat-Salé-Kénitra, pointed out that enhancing hotel capacity and improving regional connectivity are immediate priorities for the city. He emphasized that linking Rabat to nearby regions such as Salé and Kénitra, as well as extending connections toward Fez, would significantly enrich the cultural, gastronomic, and adventure offerings available to both tourists and MICE clients.
On a broader scale, Africa's hotel development landscape is witnessing unprecedented growth, with a record 123,846 rooms planned across 675 hotels and resorts projected for completion by 2026. This represents an impressive year-on-year growth rate of 18.6%, according to the latest report by W Hospitality Group on Hotel Chain Development Pipelines in Africa. In addition, Discover Airlines is expanding its network in Morocco with the introduction of two new direct routes set to launch by the end of October 2026, further facilitating access to this emerging destination.
In a parallel development, Tunisia has announced plans to significantly expand the Tunis-Carthage International Airport, with an estimated investment of approximately 3 billion dinars (around $1 billion). This expansion aims to increase annual capacity from approximately 5 million to 18.5 million passengers by 2031, as stated by the Transport Ministry. Furthermore, Morocco’s Ministry of Tourism, in collaboration with Attijariwafa Bank and Visa, has signed a Memorandum of Understanding in Rabat to initiate the Stay Cashless program, a national initiative aimed at accelerating digital payments within the tourism sector.
Morocco has seen a notable influx of visitors, welcoming 53,697 tourists from India in 2025, marking a 31% increase from the previous year and a staggering 224% rise compared to 2019, as reported by the Moroccan National Tourism Office. Additionally, Mahlatini Luxury Travel has announced the launch of Morocco as the newest destination in its portfolio, showcasing a strategic expansion of its African offerings to meet the rising demand for culturally immersive journeys beyond the traditional safari experience.
As the African Travel & Tourism Association (ATTA®) continues to advocate for the interests of African tourism, it provides extensive networking, marketing, and educational opportunities for its members. The platform maintains a dialogue with various tourism ministries, authorities, and associations across the continent, fostering a collaborative approach to tourism development.
As reported by atta.travel.
