Grace Ashiru
Morocco strengthened its position as Africa’s leading tourism innovation hub on Friday by signing a financial agreement to establish the continent’s first UN Tourism thematic bureau in Rabat. This landmark move marks a pivotal step in the kingdom’s ongoing strategy to spearhead tourism development across Africa.
Tourism Minister Fatim-Zahra Ammor and UN Tourism Secretary-General Zurab Pololikashvili signed the agreement during the 123rd session of the UN Tourism Executive Council in Spain. Morocco’s Ambassador to Spain, Karima Benyaich, was present to witness the historic signing.
This agreement activates the first UN Tourism thematic bureau dedicated to innovation in Africa, outlining administrative structures and mutual obligations as defined in Article 5 of the headquarters agreement previously signed between the Moroccan government and UN Tourism in January 2025.
The bureau will play a central role in advancing UN Tourism’s 2030 agenda for Africa, positioning tourism as a key driver of development across the continent in line with King Mohammed VI’s vision for unified African cooperation. It signifies a major step forward in developing tourism across Africa, building on Morocco’s recognized leadership in tourism innovation.
By fostering stronger collaboration between African nations and UN Tourism, the bureau aims to promote the socioeconomic transformation of African tourism destinations through innovative initiatives. It will act as a hub for knowledge exchange, dissemination of best practices, and the coordination of policy frameworks across the region.
Morocco’s selection for this role highlights its solid tourism infrastructure, its strong post-pandemic recovery that saw record visitor arrivals, and its firm commitment to sustainable tourism. The bureau’s creation reinforces Morocco’s pivotal role in shaping the future of African tourism, offering technical expertise, encouraging innovation, and promoting partnerships that unlock the sector’s vast potential. Importantly, it also ensures that tourism development delivers real benefits to local communities through inclusive and equitable growth strategies.
