Morocco is aiming to attract 2.3 million business tourists by 2030 as part of a strategy to strengthen its position as a leading destination for conferences, exhibitions and corporate events, Tourism Minister Fatim-Zahra Ammor said.
Speaking before the House of Councillors on Tuesday, Ammor said business tourism, commonly known as the Meetings, Incentives, Conferences and Exhibitions (MICE) segment, occupies a central place in Morocco’s national tourism roadmap.
She described the sector as a strategic driver of economic growth, noting that business travellers typically generate higher spending than leisure tourists and help reduce the seasonal fluctuations that often affect tourism activity.
“Business tourism holds a central position in the Kingdom’s tourism roadmap,” Ammor told lawmakers, highlighting its role in promoting Moroccan destinations and creating year-round economic opportunities.
The minister said the segment has experienced steady growth in recent years, attracting substantial investment across several Moroccan cities.
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Morocco currently has infrastructure capable of accommodating around 135,000 participants in conferences, exhibitions and business events across various destinations nationwide.
To support future growth, the government is investing in new convention and exhibition facilities aimed at increasing the country’s capacity to host major international events.
Ammor announced that a new convention centre with a capacity of 5,000 seats is expected to open in the southern city of Agadir by the end of 2026.
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She also revealed that construction plans are progressing for what she described as a world-class convention centre in Marrakech.
The project, designed to accommodate up to 20,000 participants, is expected to strengthen Marrakech’s status as a major international conference destination and place the city among the world’s top ten business tourism locations.
Marrakech has long been one of Morocco’s most visited destinations, attracting both leisure and corporate travellers through its combination of tourism infrastructure, cultural attractions and international air connectivity.
In Casablanca, Morocco’s economic hub, authorities are studying plans for another convention centre project ahead of 2030.
The minister said discussions were continuing regarding the location and partnership arrangements needed to move the project forward.
Meanwhile, Rabat is set to receive a new exhibition centre following the signing of an agreement for its construction.
The facility will be developed through an investment of 700 million Moroccan dirhams (approximately $76 million), jointly financed by the tourism ministry and regional authorities.
Ammor noted that business tourism infrastructure projects typically require significant preparation due to the scale of investment involved and the time needed to secure funding and complete construction.
She said the ministry remained ready to support regions with strong potential to develop conference and exhibition tourism.
Alongside business tourism, domestic tourism continues to play a major role in Morocco’s tourism sector.
The minister said domestic tourism generated more than four million overnight stays during the first five months of 2026, representing a 2 percent increase compared with the same period a year earlier.
Moroccan residents accounted for 28 percent of all overnight stays recorded in 2025, making domestic travellers the largest customer segment for the country’s tourism industry.
Ammor added that domestic tourism is supported through initiatives focused on gastronomy and local products, cultural festivals, sustainable development, handicrafts and alternative accommodation offerings.
The government views both business and domestic tourism as key pillars of its broader strategy to strengthen Morocco’s tourism sector and increase its contribution to economic growth ahead of 2030.
