Morocco is aiming to attract 2.3 million visitors in the meetings, incentives, conferences and exhibitions (MICE) segment by 2030, Minister of Tourism, Handicrafts and Social and Solidarity Economy Fatim-Zahra Ammor announced on Tuesday before the House of Councillors.
Responding to an oral question on the development of exhibition and conference infrastructure that meets international standards, Ammor said business tourism occupies a strategic position within Morocco’s tourism roadmap due to its ability to promote destinations, generate high added value and reduce the seasonal nature of tourism activity.
The minister noted that the sector has recorded significant growth in recent years, attracting substantial investments across several Moroccan cities.
According to Ammor, Morocco currently has a business and conference tourism capacity of approximately 135,000 seats distributed among various destinations throughout the Kingdom.
As part of efforts to strengthen the country's position in the sector, she announced that a new convention center with a capacity of 5,000 seats is scheduled to open in Agadir by the end of 2026.
She also revealed that a major convention center with a capacity of 20,000 seats is currently under development in Marrakech.
The project, she said, is designed to meet the highest international standards and is expected to help position Marrakech among the world's top ten destinations for business tourism and international events.
Regarding Casablanca, Ammor indicated that authorities are studying the feasibility of a convention center project in preparation for 2030, with discussions still underway concerning the location and partnership framework needed to bring the project to fruition.
The minister further announced the signing of an agreement for the construction of a new exhibition center in Rabat.
The project represents an investment of MAD 700 million and will be jointly financed by the ministry and regional local authorities.
Ammor stressed that developing infrastructure dedicated to business tourism requires significant preparation, including securing financing, mobilizing investors and completing lengthy construction processes.
She added that such projects are essential to strengthening Morocco’s competitiveness in the global meetings and events industry, particularly as the Kingdom seeks to diversify its tourism offerings.
The government has increasingly identified business tourism as a key growth driver capable of attracting higher-spending visitors while generating year-round economic activity for hotels, transport operators and service providers.
Ammor reaffirmed the ministry’s willingness to support initiatives aimed at developing the sector in regions that possess the necessary infrastructure, economic potential and attractiveness to host major international events.
