Casablanca – Morocco is intensifying efforts to strengthen both domestic tourism and the business events segment as part of a broader strategy aimed at diversifying tourism revenues, improving year-round activity, and positioning the Kingdom among the leading tourism destinations in the region ahead of 2030.

Recent figures presented by Tourism Minister Fatim-Zahra Ammor highlight the growing importance of local travelers and business visitors in Morocco’s tourism development plans. The government is seeking to build on the momentum generated by record international arrivals while expanding investment in infrastructure, connectivity, and tourism experiences designed to support sustainable long-term growth.

Domestic tourism continues to play a significant role in the sector’s performance. During the first five months of 2026, Morocco recorded more than 4 million overnight stays by domestic travelers, representing a 2% increase compared with the same period a year earlier. Local tourists accounted for 28% of total overnight stays in 2025, confirming their status as a major contributor to tourism activity across the country.

Authorities increasingly view domestic tourism as a strategic pillar capable of providing stability to the sector during periods of international market fluctuations. Moroccan travelers generate demand throughout the year and contribute to the performance of hotels, restaurants, transportation providers, and tourism-related businesses across multiple regions.

To capitalize on this potential, the government’s tourism roadmap for 2023-2026 includes dedicated thematic programs focused on seaside destinations and nature-based experiences. These initiatives are complemented by cross-cutting areas including gastronomy, local products, cultural festivals, traditional crafts, sustainable tourism, and alternative accommodation options.

The objective is to encourage travel beyond the peak summer season and to expand tourism activity into a wider range of destinations throughout the Kingdom. By diversifying tourism offerings, policymakers hope to distribute economic benefits more evenly among regions while creating new opportunities for local communities.

Alongside domestic tourism, Morocco is also placing significant emphasis on the Meetings, Incentives, Conferences and Exhibitions (MICE) segment. The government has set a target of attracting 2.3 million business tourism visitors by 2030, reflecting confidence in the country’s ability to become a major hub for international conferences, exhibitions, and corporate events.

Business tourism is considered one of the highest-value segments of the travel market due to the spending patterns of participants and its positive impact on accommodation, transportation, catering, and professional services. It also contributes to reducing seasonality by generating visitor flows throughout the year.

According to official figures, Morocco currently offers approximately 135,000 seats dedicated to conferences, exhibitions, and business events across various cities. This capacity has expanded steadily in recent years as private and public investors have increased their commitment to tourism infrastructure.

Several major projects are expected to strengthen Morocco’s competitiveness in this market over the coming years. In Agadir, a new convention center with a capacity of 5,000 seats is scheduled to open by the end of 2026, enhancing the city’s ability to host national and international events.

Meanwhile, Marrakech is developing a large-scale congress center with a planned capacity of 20,000 participants. Authorities believe the project could elevate the city into the ranks of the world’s leading destinations for business tourism and major conferences. Marrakech already benefits from a strong international profile, extensive hotel infrastructure, and direct air connections with numerous markets.

Additional projects are also moving forward in other cities. A new exhibition center is planned in Rabat through a public investment program worth approximately $72.2 million, while studies continue regarding the development of a future convention center in Casablanca as part of preparations for 2030.

The expansion of conference and exhibition infrastructure is expected to create new opportunities for investors and businesses operating in hospitality, event management, transport, audiovisual services, catering, and other related activities. The projects are also expected to strengthen Morocco’s attractiveness as a destination for international organizations, trade fairs, and corporate gatherings.

Beyond infrastructure, authorities are pursuing several complementary measures to support tourism growth. These include increasing accommodation capacity, encouraging private investment across the national territory, improving tourism entertainment offerings, strengthening air connectivity, and modernizing the regulatory framework governing tourism professions.

Human capital development remains another priority. Training initiatives aimed at improving service quality and professional skills are expected to play an important role in supporting the sector’s expansion and maintaining competitiveness as visitor numbers continue to rise.

The combined focus on domestic tourism and business travel reflects a broader strategy designed to create a more resilient tourism economy. While international visitors remain a key growth engine, authorities believe that a stronger domestic market and a larger business tourism segment can help reduce dependence on seasonal demand patterns and external market conditions.

With major infrastructure projects advancing and preparations underway for international events scheduled over the coming years, Morocco is positioning tourism as a central component of its economic development agenda. By expanding its appeal to both Moroccan travelers and international business visitors, the Kingdom aims to reinforce its status as one of the most dynamic tourism destinations in Africa and the Mediterranean region.