The tourism sector in Africa is undergoing a true revolution thanks to technological innovation, a development enhanced by promising startups and the rise of artificial intelligence (AI). Morocco, in particular, is positioning itself as a leader in this dynamic with innovative projects and active support from institutions such as the UN Tourism.
Africa, with its immense tourism potential, is generating growing optimism among industry experts. Aradhana Khowala, an international consultant, expresses strong support for African tourism, emphasizing that Africa has the youngest population in the world and vast opportunities for investors. Tourism already represents a significant driver of the economy, with nearly 24 million jobs created and a direct impact on GDP. However, one of the major challenges remains the poor air connectivity, an obstacle to the sector’s rapid development. Better connectivity, she says, would change the game for Africa.
One of the most remarkable initiatives in this context is the creation of a thematic office by UN Tourism dedicated to innovation in Africa, with its budget expected to be approved in May. This office will aim to organize training workshops for public and private sector staff and promote sustainable practices. Morocco has been chosen as the headquarters for this hub, with the goal of attracting 26 million visitors by 2030. This ambitious project is accompanied by the publication of a guide titled Tourism Doing Business: Investing in Morocco, aimed at encouraging tourism investment in the country.
Among the key players in this revolution is Badr Lemkhente, a Moroccan entrepreneur who launched HostifAI, an AI-based startup designed to improve communication between clients, staff, and hotel managers via WhatsApp. His project has already attracted major chains like Accor and Sofitel. Lemkhente now seeks to expand his network to provide local services to travelers, thus helping to give visibility to local players often overlooked in mass tourism.
Another example of an innovative startup is Eco-Dôme, founded by Younnes Ouazri. This project focuses on constructing local earth-based accommodations that combine Moroccan heritage with modern technology to create environmentally friendly housing. The company plans to develop 20 new projects in preparation for the 2030 World Cup, aiming to generate more than 1,000 indirect jobs.
However, this transition toward a more technological and innovative tourism faces some traditional realities. In Marrakech, for example, some hotels still hand out paper maps to visitors to guide them through the labyrinths of the medina, while a modern Tesla gets lost in the narrow streets of the city. This coexistence of the old and the new is a striking symbol of the challenges and opportunities faced by the Moroccan tourism sector.
The 2030 FIFA World Cup edition represents a key event for Morocco and the African continent. This event could serve as a springboard for the development of the tourism sector, particularly through initiatives like those of Lemkhente and Ouazri. Africa and Morocco, in particular, see these competitions as an opportunity to modernize the sector while showcasing the richness of their heritage.
