Morocco is accelerating efforts to launch Africa’s first-ever UN Tourism Innovation Office, positioning itself as the leading innovation hub for African tourism.

The initiative, a collaboration between the Kingdom of Morocco and the UN World Tourism Organization (UNWTO), took a major step forward with the signing of a financial agreement in Madrid. The deal was inked on Thursday by Morocco’s Minister of Tourism, Fatim-Zahra Ammor, and UN Tourism Secretary-General Zurab Pololikashvili.

This financial accord follows a host country agreement signed earlier in January, officially confirming Rabat as the host city for this pioneering office. The selection of Morocco reflects its growing influence and leadership in driving tourism growth across the continent of Africa.

Set to open in Rabat, the office will serve as a dynamic hub for tourism innovation, capacity building, and entrepreneurship. Its mission is to catalyze sustainable development in the tourism sector by fostering collaboration, launching start-up competitions, and hosting regional workshops, conferences, and forums. These initiatives will be geared toward equipping African countries with the tools and knowledge to thrive in the global tourism economy.

Crucially, the office will align its efforts with the UN Tourism 2030 Agenda, ensuring that innovation in tourism directly supports sustainable and inclusive development across the continent.

Morocco’s growing stature in the global tourism landscape is further underscored by its record-breaking performance in 2024, when it attracted 17.4 million international visitors, a 20% surge from 2023. This achievement cements Morocco’s place as Africa’s most-visited destination and signals its readiness to lead regional tourism transformation.

With the establishment of the UN Tourism Innovation Office, Morocco is not only investing in its future but is also creating opportunities for the entire continent to innovate, grow, and shine on the world stage.