As Africa’s fastest-growing hospitality market, Morocco is gearing up to co-host the FIFA 2030 World Cup alongside Portugal and Spain, highlighting its thriving tourism and hospitality sector. To attract further investment and showcase its potential, the country will host the inaugural “Morocco Showcase Summit: Tourism, Hospitality, Invest” at the Marriott Hotel in Casablanca from November 19 to 20.
The summit aims to bring together international investors, developers, financiers, and hospitality leaders to explore the abundant opportunities within Morocco’s dynamic market. Organized by the Société Marocaine d’Ingénierie Touristique (SMIT) in collaboration with API Events, this bilingual event will focus on innovative funding programs and strategic infrastructure investments designed to double tourism arrivals to 26 million by 2030.
Morocco’s hotel sector is modernizing and expanding, propelled by the country’s rich cultural heritage, breathtaking landscapes, and its strategic location as a bridge between Europe, Africa, and the Americas. With major tourism events on the horizon, the demand for world-class accommodations is surging, providing a prime opportunity for investors to tap into this burgeoning market.
SMIT has launched various initiatives to attract investment in the hotel sector. These include attractive incentives like the CAP Hospitality Fund and partnerships with investment promotion agencies and global hotel brands to support hospitality development. These efforts aim to enhance Morocco’s tourism strategy and drive economic growth.
“Now is the ideal time to invest in Morocco’s hospitality market,” says Mr. Imad Barrakad, chairman and CEO of SMIT. “The country is experiencing a surge in tourism, and SMIT is committed to supporting hotel and leisure developments. Investors who enter the market now can benefit from this trend and establish a strong foothold before one of the world’s biggest events further boosts Morocco’s tourism.”
The Morocco Showcase Summit is poised to be a catalyst for deal-making and learning about available opportunities and incentives. The event will host over 300 international investors, hoteliers, and tourism leaders from 15 countries, providing a platform for networking with government officials, industry experts, and potential partners. Prominent players such as Accor, Westmont, Radisson Hotel Group, Barcelo Hotel Group, Wyndham Hotels & Resorts, Atlas Hospitality, Minor Hotels, Tui Blu, Risma, Kasada Capital Management, and Kenzi Hotels will be in attendance.
Philippe Bijaoui, Chief Development Officer of Accor for Europe & North Africa, stated, “We’ve long believed that Morocco is a land of hospitality, open to foreign investors and offering exceptional opportunities. We are delighted to partner with The Morocco Showcase Summit to support this vision. We are determined to accelerate our development in the country and leverage the opportunities offered by its leisure destinations.”
Murray Anderson-Ogle, Managing Director for API Events, emphasized the potential of Morocco’s hospitality market: “We invite investors and stakeholders from around the world to explore the vast potential of Morocco’s hospitality market. The Morocco Showcase Summit will highlight the country’s investment-ready projects, introduce investors to key local and private sector stakeholders, and focus on the advantages of investing in this dynamic market. With Morocco already surpassing South Africa in visitor numbers in 2024 and confirmed as Africa’s second most popular tourist destination, the opportunity for strategic investors is now as the hospitality and tourism sector expands, with the support of SMIT, to achieve its target of 26 million visitors by 2030.”
