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The first IAAPA Summit in Morocco kicks off to boost the entertainment sector and tourism investments.
The “IAAPA Morocco Summit,” the first of its kind in the kingdom, commenced in Marrakech on Monday. The event is a joint organization of the International Association of Amusement Parks and Attractions (IAAPA) and the Moroccan Company for Tourism Engineering (SMIT). It aims to enhance tourism investment ahead of the 2030 FIFA World Cup and develop the entertainment industry in Morocco as an economic and tourism driver.
On the first day of the summit, Fatima Zahra Amour, the Minister Delegate for Tourism, praised Morocco’s success in organizing an exceptional edition of the Africa Cup of Nations, emphasizing that the tournament showcased the kingdom’s capability to host major events with international standards, reinforcing its status as a leading tourist destination. She noted that Morocco recorded a historic figure in 2025, welcoming around 20 million tourists, representing a 53% growth compared to 2019, far outpacing global tourism growth rates.
Emad Berqad, General Manager of SMIT, reaffirmed the company’s strategic role as a key partner for investors, explaining that SMIT surpasses its role as a public operator to become a facilitator of investments and an accelerator for the implementation of tourism projects across all regions of the kingdom. He added that the company adopts a field approach to support investors “project by project” and “region by region,” focusing on developing the entertainment sector and activation as a strategic priority, stressing that now is an ideal time for investment due to the availability of all necessary resources and guarantees.
Berqad pointed out that the lead-up to the 2030 World Cup will serve as a strong impetus to accelerate infrastructure projects and entertainment investments, adding that the anticipated impact of the event extends beyond sports to become a lever for developing a comprehensive tourism ecosystem.
In her opening speech, Minister Fatima Zahra Amour stated that Morocco represents a “land of experiences” due to its unique natural diversity, making it an ideal home for amusement parks and immersive projects. She highlighted incentive programs for investors such as the new investment charter, which offers incentives up to 30% of capital expenditures, and supportive programs like “Go Siyaha” and the “Tourism Project Bank” to support entertainment projects. She emphasized that the goal is not limited to organizing major events but extends to building a sustainable legacy for tourism and entertainment ecosystems that generate value for decades to come.
Berqad noted that the adopted strategy relies on two main axes: the first involves supporting small businesses and investors to enhance the tourist experience in major cities and remote areas, while the second centers on large investments, including the establishment of massive amusement parks valued between 5 million and 300 million euros. He affirmed that investment in entertainment and recreation is a fundamental driver for increasing tourist length of stay and ensuring repeat visits to the kingdom.
The summit’s activities will continue until Tuesday, focusing on European trends in the entertainment sector, accelerating the growth of the entertainment system, attractions, and family tourism, as well as monitoring the growth of hotels and resorts within what is known as “The Stay Economy.”
