(NEWS) MARRAKESH, Morocco, 2026-Apr-30 — /Travel PR News/ — Marrakech served as the meeting point for tourism leaders, investors, and technology innovators this week, as the International Conference on Technological Innovation and Tourism Investments focused on how digital tools and entrepreneurship are reshaping the sector.
The event highlighted a growing emphasis on innovation as a driver of competitiveness and sustainability in tourism, with particular attention on startups developing new ways to enhance visitor experiences and support local economies. A key moment of the conference was the announcement of winners from Morocco’s national startup competition, led by UN Tourism in collaboration with the Moroccan Agency for Tourism Development (SMIT). According to a press release published on UN Tourism, the initiative targeted solutions across digital tourism services, gaming and leisure, and gastronomy.
In the Digitalization of Tourism Services category, Beyond the Map from the Souss-Massa region was named the overall winner. The project combines augmented reality, AI-powered agents, and text-to-speech technology to provide interactive guidance at historical and cultural sites. Its approach reflects a broader shift toward digital tools that improve accessibility, navigation, and interpretation for visitors.
Mossika, based in Fès-Meknès, won in the Gaming-Leisure category. The platform focuses on online music education, connecting users with musicians and cultural traditions. It represents a growing trend toward interactive and educational travel experiences, particularly for younger and digitally engaged audiences.
In the Moroccan Gastronomy category, Medina Mirage – Misrâj from the Marrakech-Safi region was selected as the winner. The concept integrates technology into dining experiences, aiming to create more immersive ways for tourists to engage with Moroccan cuisine and culinary heritage.
The competition also featured a number of finalists from across the country. In digital tourism, shortlisted projects included traveleasy (Béni Mellal-Khénifra), TravelSportTech (Fès-Meknès), Xperience (Casablanca-Settat), Kolliks (Marrakech-Safi), and MVR World (Rabat-Salé-Kénitra). In gaming and leisure, VR Appraiser: Moroccan Treasures (Tanger-Tétouan-Al Hoceïma) was recognized, while McDar represented innovation in gastronomy from the same region.
Beyond recognition, the program is structured to support long-term development. Finalists participated in masterclasses and mentoring sessions with Bridge for Billions ahead of the conference. They will continue to receive support from institutions such as Les Roches and Spark, and will join the UN Tourism Innovation Network, which provides access to expertise, partnerships, and potential investors.
The initiative comes at a time of strong growth for Morocco’s tourism sector. In 2024, the country recorded 17.4 million international arrivals, marking a 20 percent increase compared to the previous year and surpassing pre-2019 levels. Tourism contributed around 7 percent of GDP and generated approximately 112 billion dirhams in revenue, underlining its importance to the national economy.
Alongside the startup competition, UN Tourism introduced a new Rural and Community Tourism Innovation Challenge. The program is designed to support projects that promote sustainable tourism development in rural areas, with a focus on economic inclusion, environmental resilience, and community participation.
The challenge is organized around three main areas: Planet, which focuses on environmentally sustainable solutions such as renewable energy, water management, and biodiversity protection; People, which emphasizes community-based tourism models, cultural preservation, and local economic participation; and Prosperity, which targets scalable business models, digital tools, and investment readiness for rural tourism projects.
Eligible participants include startups, small businesses, cooperatives, and social enterprises operating in Morocco, particularly those working in underserved or rural regions. The initiative aims to address structural challenges such as limited infrastructure, access to financing, and digital gaps, while encouraging innovation that can be scaled nationally and internationally.
Applications for the Rural and Community Tourism Innovation Challenge opened on 24 April 2026, with a deadline set for 31 July 2026. Selected participants will gain access to mentorship, training, global exposure, and opportunities to present their solutions at international tourism events.
Overall, the discussions and announcements in Marrakech reflect a broader industry shift toward integrating technology, sustainability, and entrepreneurship into tourism development. The focus is increasingly on practical solutions that enhance visitor experiences while supporting local communities and preserving cultural and natural assets.
