Morocco is set to host the third edition of Hospitality Celebration Week from April 21 to 28, with events taking place across the country to promote the tourism and hospitality sector.
The initiative is led by the National Confederation of Tourism in partnership with the Ministry of Tourism, Handicrafts and Social and Solidarity Economy, along with industry federations and regional partners.
This year’s theme, “Moroccan Diyafa: from heritage to tourism excellence,” highlights the country’s hospitality tradition and its growing role in the tourism economy.
Organizers say the event comes as Morocco’s tourism sector continues to expand, with nearly 20 million arrivals in 2025 and about MAD 138 billion in revenue, contributing more than 7% to GDP.
The program aims to position hospitality as both a cultural identity and a professional sector. It also seeks to involve a wider audience, including the public and digital communities, beyond industry professionals and students.
More than 30 training institutions are taking part this year, up from 20 in the previous edition. Activities include daily talks, masterclasses, workshops and regional webinars focused on hospitality careers and guest experience.
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