Morocco is moving to anchor its booming tourism industry in sustainability, with officials highlighting a surge in visitors seeking “green” travel experiences.
Tourism Minister Fatim-Zahra Ammor said Wednesday that the share of tourists opting for sustainable packages rose from 5 percent in 2014 to 20 percent in 2024, underscoring shifting global demand for authenticity, cultural diversity and eco-friendly practices.
Speaking at an international conference on sustainable tourism in Ifrane, Ammor stressed that Morocco’s roadmap for the sector “must be rooted in responsible tourism, as a model of development that respects the environment.”
The event comes as the kingdom prepares to host up to 26 million visitors by 2030 and position itself for major global events, including the FIFA World Cup.
Officials pointed to a range of programs already underway: the “Go Tourism” initiative, which has financed more than 200 projects, 40 percent tied to sustainability; a 200 million dirham program to develop 16 rural destinations; and a new investment charter offering incentives for green projects.
In Ifrane itself, the national park is receiving over 720 million dirhams in public and private investment, with plans for eco-lodging and outdoor activities meant to turn the town into a model for sustainable tourism.
Ammor framed the push as part of Morocco’s broader green agenda under King Mohammed VI, which emphasizes renewable energy and balanced growth. “This evolution must be responsible,” she said, calling on small businesses, cooperatives and local communities to seize the opportunities created by sustainability.
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