Signed by Fatim-Zahra Ammor, Minister of Tourism, Handicraft and Social and Solidarity Economy, Imad Barrakad, Director General of SMIT and Zurab pololikashvili, Secretary General of the UNWTO on the sidelines of the thematic session of the 117th Executive Council of the World Tourism Organization on “SMEs and Talents to transform tourism”, this agreement is part of the continuous efforts made by the Ministry and the SMIT in order to reinforce the attractiveness of Morocco as a destination and to stimulate high value-added investments for the sector.
“This agreement focuses on three main areas, namely: the promotion of tourism investment, innovation and digitalization and finally the support of Moroccan tourism SMEs and will, moreover, strengthen the actions of the Ministry to improve the competitiveness of the destination,” stressed Ammor in a statement to MAP TV channel M24, on the sidelines of this signing ceremony.
In this regard, the Minister noted that SMEs weigh 95% of the Moroccan economy and are, therefore, of strategic importance, noting that the tourism SMEs “are a real spearhead for the resilience of our sector and are the subject of several initiatives launched by the Ministry and the SMIT, especially in terms of digitalization”.
“Our country is fully committed to accelerate the digital transformation of tourism SMEs. That is why we are extremely proud that our country has been selected to launch the +Marrakech Call to Action+ which will bring together all member states around the digital transformation of SMEs and the stimulation of entrepreneurship, innovation and sustainability of the sector,” she added.
For his part, Barrakad said that this agreement aims to promote an inclusive tourism investment of SMEs and start-ups that want to engage in innovation in the tourism product and services, recalling that several programs have been launched in the Kingdom to accompany SMEs throughout their digital transformation process.
Zurab stressed the importance of this agreement to promote investment in tourism and the digitalization of Moroccan tourism SMEs, welcoming the choice of Morocco to be the pilot country of the program “Digital Futures” which will accelerate the digitalization of SMEs in tourism and propel, therefore, the sector.