The World Tourism Organization (UN Tourism), in partnership with the Moroccan Society of Tourism Engineering (SMIT), has launched a national start-up competition aimed at identifying Morocco’s most innovative tourism-focused entrepreneurs. The initiative seeks fresh, impactful business models in three key areas, digitalization of the tourism services, leisure gaming, and Moroccan gastronomy, while empowering the communities and strengthening the sustainable tourism development.
Building New Tourism Experiences for a Dynamic Morocco
With its diverse landscapes, the vibrant cities and a rich cultural heritage, Morocco continues to rise as a global tourism leader. As visitor expectations evolve, cities and regions across the country face increasing pressure to offer new, a meaningful experiences to the both residents and international travelers.
To support this transformation, the competition will recognize start-ups capable of proposing creative, sustainable and the tech-driven solutions, whether through digital platforms, immersive gaming experiences, or the preservation and the promotion of Moroccan culinary traditions.
Tourism: A Pillar of Morocco’s Economic Growth
The tourism sector remains a cornerstone of the national economy, contributing nearly 7% to GDP in 2024. Morocco welcomed a record 17.4 million international tourists in the same year, 20% higher than 2023 and 35% above the pre-pandemic levels, cementing its position as the most visited country in Africa.
Revenues also climbed, reaching 112 billion dirhams (USD 11 billion) in 2024, a 7% year-on-year increase. UN Tourism notes that fostering the innovation and an entrepreneurship will be crucial in sustaining this momentum, generating new jobs and enhancing Morocco’s global competitiveness.
Three Innovation Categories for 2026
1. Digitalization of Tourism Services
This category seeks solutions that improve how travelers discover, book and experience Morocco. The digitalization is rapidly transforming every part of the tourism value chain, from online bookings to the local business operations, and the competition welcomes start-ups that bring an efficiency, an accessibility and the sustainability to tourism services.
2. Leisure Gaming and Immersive Experiences
Morocco’s cultural richness and diverse landscapes make it an ideal setting for interactive and storytelling-based tourism experiences. Start-ups harnessing gamification, AR/VR, mobile-based experiences and interactive storytelling are encouraged to apply. Ideas such as virtual treasure hunts in historic medinas, AR guides at heritage sites, or educational video-game experiences are especially promising for engaging younger travelers.
3. Moroccan Gastronomy
As a central pillar of Morocco’s identity, gastronomy attracts millions and supports rural livelihoods, including women-led cooperatives producing traditional ingredients like argan oil and saffron. The competition aims to support innovations that preserve culinary heritage, promote local produce, develop gastronomic tourism platforms, or use technology to enhance authentic culinary experiences.
Competition Timeline
- Launch: End of November 2025
- Application Deadline: January 31, 2026
- Preselected Candidates Announced: February 2026
- Acceleration & Mentorship: February–March 2026
- Tourism Tech Adventures Morocco (Final): March–April 2026 (TBC)
Eligibility and Requirements
To participate, applicants must:
- Be legally established in Morocco
- Present an innovative or disruptive solution
- Align with one of the three competition categories
- Integrate sustainability and leverage new technologies
- Have a tested pilot or minimum viable product
- Demonstrate scalability and international potential
- Show strong team capacity and commitment
- Promote gender equality, community empowerment, digitalization and environmental preservation
- Align with UN Sustainable Development Goals (SDGs)
Benefits for Selected Start-Ups
Participants will gain:
- Global visibility and access to investors
- A chance to present at the UN Tourism Tourism Tech Adventures final
- Membership in the UN Tourism Innovation Network
- Scholarships from the UN Tourism Online Academy
- Mentorship and technical support from UN Tourism and partner organizations
The competition marks an important step toward fostering innovation, job creation and sustainable tourism development in Morocco, empowering the next generation of entrepreneurs to shape a more inclusive, modern and globally competitive tourism industry.
