Tourism policy in Morocco is steered by the 2023-2026 Tourism Roadmap, a strategic plan designed to elevate the sector's contribution to the national economy and foster a resilient and integrated industry. The Roadmap reimagines the tourism offering, shifting towards a customer experience-oriented model. It is structured around nine thematic fields aligned with the most in-demand tourism products, as well as five cross-cutting fields designed to highlight Morocco’s intangible heritage. Morocco has already surpassed its initial target of 17.5 million international tourists by 2026, reaching 19.8 million in 2025, reflecting a faster than expected growth trajectory.
The Tourism Roadmap is complemented by regional implementation contracts that represent a territorial adaptation of the national plan, encompassing all its key components and aiming to foster tourism development across the regions. The implementation contracts mobilise a range of stakeholders, including the Wilayas, Regional Councils, the Moroccan National Tourism Office, and the Moroccan Agency for Tourism Development. They are grounded in the specific positioning of each region and focus on priority tourism fields, leading to concrete projects involving local stakeholders.
The Roadmap has led to the launch of several key initiatives to stimulate investment in both tourism entertainment and accommodation upgrades, with the aim of enhancing the sector’s attractiveness and competitiveness. To stimulate investment in entertainment, an integrated project bank was established to support investments in tourism animation and services by providing project profiles structured by region and thematic value chain, enabling investors to identify opportunities supported by detailed financial and technical data.
The “Go Siyaha” initiative aims to support more than 1 700 projects by 2026 to strengthen the entertainment offer, diversify the tourist experience, and boost the sector’s competitiveness. Capitalising on more than 1 000 projects already in progress, the Go Siyaha program is being strengthened to support more high-impact tourism initiatives. From July 22, 2025, three major updates were introduced to make the programme more inclusive and tailored to the changing needs of entrepreneurs:
Removal of the minimum investment threshold, allowing projects under MAD 1 million eligible to benefit from Go Siyaha’s support.
Expanded support for existing companies looking to develop new entertainment offerings.
Technical assistance from the start-up phase, helping to structure projects and facilitate financing.
The “Moukawala Siyahia” initiative is led by the Regional Development Companies and seeks to boost the tourism entertainment sector by providing grants and tailored support to strengthen the tourism entertainment ecosystem.
An incubation programme has been launched to support the emergence of high-potential projects in digital tourism services, gastronomy, and leisure gaming. The program aims to support the development of 200 projects in Moroccan gastronomy, 100 projects in leisure gaming, and 60 projects dedicated to the digitalisation of tourism services and activities. Through financial support of up to MAD 400 000 per project and comprehensive mentoring, this initiative seeks to accelerate the emergence of innovative tourism products and enhance the overall visitor experience. These initiatives also help to strengthen the competitiveness of tourism actors through targeted technical assistance in digitalisation, market access, and yield management, complemented by dedicated support mechanisms. These efforts are crucial to delivering high-quality services and fostering sustainable growth and resilience within the sector.
In line with the Roadmap identifying enhancement of the hotel offer as a strategic driver of competitiveness, the “CapHospitality” support mechanism is designed to assist classified tourist accommodation establishments to carry out upgrade works. Furthermore, Morocco is introducing a new national classification system and introducing mixed-used projects to drive new investment (see box below).
Strengthening the tourism workforce focuses on upskilling and professionalising to meet the dynamic demand of the tourism sector. Efforts to professionalise informal and low-skilled operators focus on implementing a comprehensive Recognition of Prior Learning program and establishing new collegiate-level training pathways to improve formal education. The "Kafaa" programme also facilitates the recognition of professional skills acquired through accumulated experience in tourism. The sector is working to enhance training quality through specialised programmes targeted at middle managers, while repositioning the Higher International Institute of Tourism in Tangier as a centre of excellence.
A free continuous professional development system, including e-learning platforms and trainer capacity building, is also in place to maintain high standards across the tourism workforce. Professionals can access this system through ‘Tourisme Academy’, a digital platform dedicated to supporting, raising awareness, and sharing knowledge with tourism professionals in Morocco. In addition, the, “CAP Excellence Tourisme” aims to create a network of 12 centres of excellence dedicated to hotel and tourism training by 2026. It intends to update training programs and modernise tourism and hospitality institutes in close collaboration with industry professionals.
