Morocco Ascends as a Top Business Tourism Destination in Africa

Morocco is rapidly emerging as a leading business tourism destination in Africa, according to the International Congress and Convention Association's (ICCA) latest report. The ICCA's “Country and City Rankings for 2023” placed Morocco fifth on the continent, marking a significant advancement in the business tourism sector.

South Africa (98 events), Rwanda (32 events), Kenya (29 events), and Egypt (28 events) currently top the African rankings. However, Morocco's hosting of 26 international events in 2023 underscores its growing prominence. Notably, Morocco achieved a global ranking of 62nd, showcasing its international appeal.

A key factor in this success is Marrakech, a renowned touristic hub, which hosted the prestigious World Bank and International Monetary Fund Annual Meetings in October 2023. This event attracted 14,000 participants and elevated Marrakech to a tie for sixth place among Africa’s best convention cities, alongside Accra, Ghana. Globally, Marrakech is ranked 143rd.

Read: Morocco's tourism sector

In 2023, the African continent hosted 3,535 international meetings, with Morocco, South Africa, and Rwanda receiving praise for their significant progress in this domain. The United States led the global rankings with 690 international events, followed by European nations: Italy (553 events), Spain (505 events), France (472 events), and Germany (463 events). Paris was the top convention city with 156 events, trailed by Singapore, Lisbon, Vienna, and Barcelona.

Morocco’s rise in business tourism highlights its potential as a prime destination for international conferences, meetings, and events. The kingdom continues to attract tourists globally, recording over 1.3 million visitors by April 2024, a 17 percent increase compared to the previous year. From January to April 2024, Morocco welcomed 4.6 million tourists, reflecting a 14 percent growth and an additional 567,000 arrivals compared to last year.