Morocco is stepping up efforts to become a leading destination for international conferences, exhibitions and corporate events, with a target of attracting 2.3 million business travelers by 2030.
Speaking before the House of Councillors, Fatim-Zahra Ammor outlined the Kingdom’s strategy to strengthen its position in the rapidly growing MICE sector (Meetings, Incentives, Conferences and Exhibitions), which is increasingly viewed as a key driver of tourism revenues and year-round visitor activity.
Business tourism has become a central pillar of Morocco’s tourism roadmap due to its ability to generate high-value spending while reducing the seasonal fluctuations traditionally associated with the travel industry. Authorities believe the segment can play a significant role in boosting economic activity across several regions of the country.
To support this ambition, Morocco is investing heavily in conference and exhibition infrastructure. The country currently offers around 135,000 seats dedicated to business events across multiple cities, with several major projects now underway.
In Agadir, a new convention center with a capacity of 5,000 seats is expected to open before the end of 2026. Meanwhile, Marrakech is developing a world-class convention complex capable of hosting up to 20,000 participants, a project expected to strengthen the city’s position among the world’s leading destinations for business tourism.
The expansion plans also extend to Rabat, where a new exhibition center backed by an investment of MAD 700 million is set to be developed through a partnership between the government and regional authorities.
In Casablanca, discussions are ongoing regarding the construction of a future convention center as part of preparations for the country’s long-term tourism and economic development goals.
According to tourism officials, large-scale projects of this nature require substantial financing, extensive planning and long construction timelines. However, they are considered essential for increasing Morocco’s competitiveness in the global meetings and events industry.
