Morocco's tourism sector is experiencing a significant boost under the 'Go Siyaha' program, according to Minister of Tourism, Handicrafts, and Social and Solidarity Economy, Fatim-Zahra Ammor. Speaking during oral questions at the House of Representatives on April 27, 2026, Ammor reported that the program has created over 10,000 direct jobs and increased the country's tourism accommodation capacity by 15% since its launch in 2025.
The 'Go Siyaha' initiative, part of Morocco's 2023-2026 tourism roadmap, aims to attract 17.5 million tourists by 2026. As of early 2026, the country has seen a 20% increase in tourist arrivals compared to the same period in 2025, driven by new air routes and enhanced marketing efforts. The program also supports the development of rural and sustainable tourism, with 50 new eco-lodges opened in 2025 alone.
Minister Ammor emphasized that the sector's recovery is on track, with tourism revenues reaching $9.5 billion in 2025, up 12% from 2024. She highlighted that the program has particularly benefited regions like Marrakech-Safi and Souss-Massa, where job creation has been strongest. The government plans to expand the initiative to include more digital tools for travelers and training for local guides.
However, challenges remain, including the need for more skilled labor and infrastructure improvements in remote areas. The ministry is working with international partners to address these issues, aiming to sustain growth and meet the 2026 targets. The 'Go Siyaha' program is expected to continue its positive impact, with further investments in marketing and quality standards.
