Officials inaugurated the first UN Tourism Thematic Office on Innovation for Africa in Rabat on Wednesday, marking a new step in efforts to support tourism development across the continent.
The office was launched by Fatim-Zahra Ammor, Morocco’s minister of tourism, handicrafts and social and solidarity economy, alongside UN Tourism SG Shaikha Al Nowais. The ceremony was attended by ambassadors from African member states, U.N. representatives and institutional partners.
The Rabat-based office is the first of its kind established by UN Tourism in Africa and is designed to promote innovation, entrepreneurship and digital transformation in the sector.
Speaking at the event, Ammor said the initiative reflects Morocco’s commitment to South-South cooperation under the leadership of Mohammed VI. She described the new office as a platform to support a more competitive and sustainable tourism industry across Africa, with a focus on job creation for young people.
Al Nowais said the office would serve as a “platform for action,” aimed at supporting startups, accelerating digitalization and strengthening skills development in the tourism sector.
Africa is home to significant cultural and natural assets, as well as a growing young population, but remains underrepresented in global tourism flows, officials said. The new office aims to address these gaps by fostering locally driven solutions and partnerships across the continent.
The initiative will roll out programs including capacity-building for public and private stakeholders, innovation-focused forums and continent-wide entrepreneurship support.
The office is backed by agreements signed in 2025 between Morocco and UN Tourism, including a headquarters agreement signed in Marrakech and a financial and administrative framework concluded in Segovia, Spain.
Officials said the new hub is expected to contribute to the implementation of UN Tourism’s Agenda 2030 for Africa, positioning tourism as a driver of economic growth and social development across the continent.
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