Morocco's Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor, has outlined a strategic vision to position experiential tourism as a key driver of innovation and economic growth. Speaking at a recent industry event, Ammor emphasized the need to move beyond traditional tourism models and focus on creating unique, immersive experiences that leverage Morocco's rich cultural and natural heritage.
The initiative aims to attract high-value tourists seeking authentic encounters, from culinary tours in Marrakech to desert expeditions in the Sahara. According to official statements, the ministry plans to invest in digital tools and training programs to support local entrepreneurs in developing innovative tourism products.
Morocco's tourism sector has shown strong recovery post-pandemic, with visitor numbers approaching pre-2020 levels. The experiential tourism strategy is part of a broader roadmap to diversify the economy and create sustainable jobs, particularly in rural areas.
