Tourism policy in Morocco is steered by the Roadmap for the Tourism Sector 2023-26, a strategic plan designed to elevate the tourism sector's contribution to the national economy and foster a resilient and integrated industry. Launched in 2023, this ambitious policy is backed by a substantial financial envelope of MAD 6.1 billion and will be executed over the 2023-26 period. The Roadmap outlines three primary objectives to be achieved by the end of 2026:
Attracting 17.5 million tourists.
Generating MAD 120 billion in foreign currency.
Creating 200 000 new job opportunities.
This strategy marks a paradigm shift, transitioning from a destination-focused approach to a client experience-oriented model. The roadmap is structured around 9 thematic sectors and 5 cross-cutting sectors, and is supported by 6 strategic levers which are as follows:
Developing a plan to double air capacity
Strengthening promotion and marketing efforts with particular emphasis on digitalisation
Diversifying cultural and entertainment products
Rehabilitating hotels and expanding accommodation options and capacities
Strengthening human capital through an attractive training framework
Strengthening the Tourism Observatory of Morocco
In order to ensure the success of the Roadmap, a new governance system has been put in place through the creation of a National Interministerial Tourism Commission, chaired by the Head of Government and composed of the signatory parties, as well as two national commissions which are the Aviation Commission and the Supply/Demand Product Commission, and twelve commissions for the follow-up of regional plans, chaired by the Walis of each region.
A central structure of animation and regional structures of animation are also included in the new governance system, as well as local level impulse laboratories whose mission is providing an institutional framework for dialogue between the public and private sectors, each of them consisting of a multidisciplinary team (see box below).
To implement the priorities outlined in the 2023-26 Roadmap, Morocco introduced several initiatives, including the GO SIYAHA programme launched in February 2024. This programme, developed in collaboration with the National Agency for the Promotion of Small and Medium-sized Enterprises and industry professionals, aims to support 1 700 tourism enterprises with a total budget of MAD 720 million by 2026. GO SIYAHA encompasses three distinct sub-programmes: investment support, technical expertise, and green development. Each sub-programme is tailored to foster growth in specific areas, creating an ecosystem of innovative, dynamic, and eco-friendly tourism enterprises.
