In a groundbreaking move to position Africa at the forefront of global tourism innovation, Morocco and UN Tourism have signed an agreement to establish the first-ever UN Tourism Thematic Office on Innovation for Africa. The new office, to be based in Rabat, marks a major milestone in the continent’s efforts to unlock tourism-driven development through strategic innovation, investment, and collaboration.
The accord was signed during the 123rd session of the UN Tourism Executive Council in Madrid by Morocco’s Minister of Tourism, Fatim-Zahra Ammor, and UN Tourism Secretary-General Zurab Pololikashvili. This landmark partnership reflects the shared ambition to harness the power of tourism to drive sustainable economic growth across Africa.
A Vision for Innovation and Development
The Rabat-based Innovation Office will serve as a regional hub for entrepreneurial support, capacity-building, and cross-border collaboration. It will host forums, training initiatives, startup accelerators, and innovation challenges designed to empower youth, boost employment, and integrate digital transformation into tourism ecosystems across the continent.
The establishment of this office is more than symbolic—it is strategic,” said Secretary-General Pololikashvili. “Africa has vast tourism potential, and this new center in Rabat will empower nations to harness that potential through innovation and future-focused policy.”
Minister Fatim-Zahra Ammor echoed this sentiment, stating, “This partnership is a testament to Morocco’s unwavering commitment to African solidarity and sustainable development. It will help build resilient tourism economies rooted in knowledge, technology, and opportunity.”
Robust Tourism Revenues Strengthen Morocco’s Position
This strategic collaboration comes as Morocco records strong tourism revenues. According to the Office des Changes, Morocco’s travel receipts reached more than 34.4 billion dirhams (MMDH) during the first four months of 2025—a 7.5% increase (or 2.4 MMDH) compared to the same period in 2024. Meanwhile, travel expenditures rose modestly to 9.2 MMDH (+3.5% year-on-year), resulting in a positive travel balance of over 25.24 MMDH, an improvement of 9% year-on-year.
Furthermore, remittances from Moroccans residing abroad (MREs) totaled approximately 36 billion dirhams, compared to 37.27 MMDH during the same period in 2024. These figures reflect the growing economic impact of tourism and diaspora engagement on Morocco’s national economy.
Driving the UN Tourism 2030 Agenda for Africa
The office aligns with UN Tourism’s 2030 Agenda for Africa, which emphasizes inclusive growth, community empowerment, and sustainable practices as pillars of long-term progress. Through this new thematic hub, Morocco reinforces its position as a continental leader in tourism diplomacy and policy innovation.
By connecting African countries through shared platforms and best practices, the Innovation Office will foster stronger regional cooperation and amplify Africa’s voice in the global tourism dialogue.
A Continental Leap Forward
The launch of the Innovation Office in Rabat is part of a broader movement within UN Tourism to decentralize expertise and deliver on-the-ground support to Member States. It also signals growing international recognition of Africa’s dynamic and untapped tourism landscape.
As Africa prepares to meet the future with bold vision and regional unity, the Morocco-UN Tourism partnership represents a powerful commitment to turning potential into progress.
