UN Tourism highlights innovation in Marrakesh with startup awards and new initiatives

International

At an international conference, the organisation reinforces its focus on innovation and investment as drivers of a more competitive and sustainable tourism sector

UN Tourism has underlined its commitment to innovation as a key pillar for the future of global tourism. This focus was showcased in Marrakesh, where the International Conference on Technological Innovation and Tourism Investments brought together leaders from tourism, technology and finance to discuss new approaches to growth and competitiveness.

Startups recognised across key sectors

The conference also hosted the announcement of the winners of the National Start-up Competition, highlighting innovation in digital tourism, leisure and gastronomy. Selected from a pool of emerging companies, the winners were recognised for their contribution to advancing these sectors and showcasing Moroccan creativity internationally.

The overall winner, Beyond the Map, was honoured for its use of augmented reality, artificial intelligence and text-to-speech technology to create immersive experiences at historical and cultural sites. In the “Gaming for Leisure” category, Mossika was recognised for its digital music education platform, which connects learners with musicians and their cultural backgrounds. In the “Moroccan Gastronomy” category, Medina Mirage received the award for its technology-driven approach to immersive dining experiences.

Support programmes for future growth

Ahead of the conference, finalists participated in masterclasses and one-to-one mentoring sessions organised by Bridge for Billions. Going forward, they will receive continued support through mentoring initiatives from Les Roches and Spark.

In addition, the startups will join the UN Tourism Innovation Network, gaining access to international expertise, strategic partnerships and opportunities to scale their business models.

New focus on rural and community tourism

Alongside the awards, UN Tourism introduced a new initiative aimed at strengthening rural development. The Morocco National UN Tourism Startup Competition: Rural & Community Tourism Innovation Challenge will support startups that promote community-based tourism models.

The programme is designed to encourage innovative solutions that contribute to sustainable tourism while delivering tangible benefits to local communities, further expanding the organisation’s focus on inclusive development within the sector.