The Kingdom of Morocco aims to attract 2.3 million tourists within the business and conference tourism segment, commonly referred to as MICE for Meetings, Incentives, Conferences, and Exhibitions, by 2030, according to the Moroccan government.
Speaking Tuesday before the House of Councillors, the Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, affirmed that business tourism holds a central position in the Kingdom’s tourism roadmap, with an entire thematic sector dedicated to it. The minister highlighted the strategic role of this segment in promoting Moroccan destinations, emphasizing its high economic value-add and its major contribution to reducing the seasonal nature of tourism activities.
According to the minister, business tourism has experienced sustained growth in recent years, drawing substantial investments across several cities in the Kingdom. The national capacity dedicated to this sector currently stands at 135,000 seats, distributed among various destinations. As part of ongoing efforts to upgrade infrastructure, Ms. Ammor announced the opening of a new convention center in Agadir with a 5,000-seat capacity by the end of 2026. She also indicated that a “world-class” convention center project is currently underway in Marrakech. With an expansive capacity of 20,000 seats, this infrastructure is expected to position the “Ochre City” among the top ten global destinations for business tourism.
Regarding Casablanca, the Kingdom’s economic capital, the minister disclosed that a convention center project is under review for 2030, with discussions still ongoing concerning site selection and the partnership frameworks required for its execution. Furthermore, she announced the signing of an agreement to construct an exhibition center in Rabat, representing an investment of 700 million dirhams co-funded by the ministry and local authorities within the region. According to Ms. Ammor, infrastructure dedicated to business tourism requires significant lead times for mobilizing funds, securing investments, and executing construction works, and she reaffirmed her department’s readiness to support regions that possess the necessary potential to develop this segment.
Turning to domestic tourism, the minister reported that the sector recorded over 4 million overnight stays during the first five months of 2026, marking a 2% increase compared to the same period last year. She specified that domestic tourism accounted for 28% of all overnight stays recorded in 2025, emphasizing that Moroccan tourists remain the primary clients of national tourism. Finally, Ms. Ammor reiterated that domestic tourism is actively supported by five cross-cutting sectors, which include gastronomy and local products, festivals and moussems, sustainable development, handicrafts and local expertise, and alternative accommodation.
AK/te/Sf/lb/abj/APA