The IAAPA Morocco Summit will be the association’s first-ever in that North African country. Organized in partnership with the Moroccan Agency for Tourism Development (SMIT), the two-day event will take place in Marrakesh from Jan. 19-21.
“Entertainment is no longer just a complement to hospitality – it has become an essential driver,” explained Imad Barrakad, chairman and CEO of SMIT. “Through entertainment, we aim to reveal the richness of our cultures, enhance the quality of the tourist experience, and strengthen the appeal of our destinations. By promoting this type of investment, we showcase our arts, talents and traditions, and we strive to create memorable emotions that offer visitors an authentic and lasting experience.”
The IAAPA Morocco Summit will “deliver an impactful education program led by keynote speakers, ministers and Moroccan government officials.”
The country is looking to build this sector further as it’ll be a co-host of the 2030 FIFA World Cup, which will be a major tourism boost.