Morocco Modernises Tourism Data Systems to Boost Sector Competitiveness
Morocco has unveiled a sweeping upgrade to its tourism statistics model, setting a new standard for data-driven decision-making in North Africa’s tourism industry. This reform aligns Morocco’s data collection and analysis with international best practices, providing the sector with a robust foundation for future growth, innovation, and resilience. The announcement, co-chaired by Minister of Tourism, Handicrafts, and the Social and Solidarity Economy, Ms. Fatim-Zahra Ammor, and Mr. Hamid Bentahar, President of the National Tourism Confederation (CNT), marks a pivotal step in the country’s 2023–2026 Tourism Roadmap.
This new statistics model promises to deliver a level of insight and reliability that is increasingly essential for professionals, policymakers, and investors across Africa’s tourism landscape. By adopting methodologies that reflect a broad spectrum of accommodation categories, destination characteristics, and seasonality, Morocco’s model ensures that tourism data is not only comprehensive but also directly actionable. The system incorporates field validation, strengthening the credibility of sector measurements and making it possible to accurately track visitor flows, monitor trends, and identify growth opportunities in high-value, low-cost, and high-value luxury (HVL) establishments.
UN Tourism expert Mr. Michel Julian, who contributed global expertise and regulatory guidance to the initiative, underscored the significance of such reforms for Africa’s travel sector. His participation demonstrates the strong backing from international organizations for Morocco’s approach, and signals to other African destinations the growing importance of reliable data infrastructure in building world-class tourism offerings.
Minister Fatim-Zahra Ammor emphasized the transformational potential of the new statistics tool, noting, “The tourism sector in Morocco is undergoing significant development. To support this growth, it is essential to have decision-making tools to guide the sector and advise both professionals and investors. We have therefore developed a new model in collaboration with UN Tourism, in line with international best practices.”
Private sector leaders have echoed this sentiment, with Mr. Bentahar highlighting the model’s impact on sector-wide competitiveness and knowledge sharing. “This new dashboard model allows us to meet international standards and offer all professionals, investors, and data users an interactive tool—one that simplifies the understanding of the various indicators. Data is an exceptional opportunity to make informed decisions, develop skills, and contribute to sustainable development.”
This strategic overhaul is not just about collecting more data—it’s about transforming information into a competitive advantage for Morocco’s destinations. Improved access to reliable statistics empowers African travel operators to identify high-potential markets, optimize product offerings, and tailor marketing strategies with unprecedented accuracy. As a result, the entire tourism value chain stands to benefit, from hotels and DMCs to investors and policymakers seeking to align their strategies with emerging trends.
A cornerstone of the reform is the launch of a new interactive dashboard and website by the Tourism Observatory. Developed in partnership with UN Tourism and the European Bank for Reconstruction and Development (EBRD), this digital platform provides seamless, real-time access to a comprehensive set of tourism indicators. Stakeholders can analyze, compare, and interpret data using intuitive tools designed for a range of users—making it easier than ever for African tourism professionals to benchmark performance, identify opportunities, and track progress against key objectives.
UN Tourism’s Mr. Julian described the initiative as a model for the continent, stating, “It is a pleasure, as a representative of UN Tourism, to support Morocco and the tourism authorities of this wonderful country in launching a new project aimed at improving the measurement of tourist arrivals. This will have a direct impact on the country’s competitiveness and, of course, on the performance of the destination.”
The overarching ambition of Morocco’s updated system is to convert high-quality tourism data into long-term strategic advantage. With more precise, up-to-the-minute insights, the sector can drive innovation, strengthen business performance, and support sustainable, inclusive growth. For African travel industry professionals, Morocco’s move sets a benchmark, highlighting the value of investing in advanced data systems to inform everything from destination marketing to infrastructure development and investor relations.
As Africa’s tourism landscape becomes ever more competitive, the ability to leverage accurate, actionable data will be key to capturing new markets and responding to shifting traveler preferences. Morocco’s initiative is a call to action for tourism leaders across the continent: robust, decision-friendly data tools are no longer optional—they are the foundation for sustainable success and sector-wide transformation.
