Morocco has cemented its status as Africa’s foremost tourism innovation hub by signing a financial agreement to establish the continent’s first UN Tourism thematic bureau in Rabat.
The landmark agreement was signed during the 123rd session of the UN Tourism Executive Council held in Spain.
Tourism Minister Fatim-Zahra Ammor and UN Tourism Secretary-General Zurab Pololikashvili formalised the pact, witnessed by Morocco’s Ambassador to Spain, Karima Benyaich. This new bureau marks a pivotal milestone in Morocco’s ongoing strategy to lead tourism development across Africa.
The bureau will focus exclusively on innovation in African tourism and will operate under administrative guidelines set out in the headquarters agreement between Morocco and UN Tourism signed in January 2025. It is designed to advance the UN Tourism 2030 agenda for Africa, aligning with King Mohammed VI’s vision for unified African cooperation.
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Serving as a central hub for knowledge exchange, best practice dissemination, and policy coordination, the bureau will promote socioeconomic transformation across African tourism destinations through innovative initiatives. It aims to foster stronger collaboration between African nations and UN Tourism to boost sustainable and inclusive growth in the sector.
Morocco’s selection underscores its robust tourism infrastructure, successful post-pandemic recovery with record visitor numbers, and commitment to sustainable tourism. The establishment of the bureau reinforces Morocco’s leadership role in shaping the future of tourism in Africa by providing technical expertise, encouraging innovation, and building partnerships that unlock the sector’s vast potential.
Through this initiative, Morocco seeks to ensure tourism development delivers tangible benefits to local communities, promoting equitable and inclusive economic growth across the continent.
