IAAPA to host first summit in Morocco in partnership with local tourism development agency

Marrakesh, Morocco (Dec. 17, 2025) – IAAPA, the global association for the attractions industry, is proud to announce its first-ever summit in Morocco, organized in partnership with the Moroccan Agency for Tourism Development – SMIT. The two-day event, taking place in Marrakesh from 19-21 January 2026, will bring together industry leaders for in-depth discussions into the region’s attractions development goals, behind-the-scenes facility visits, and networking with key decision makers.

The IAAPA Morocco Summit will deliver an impactful education program led by keynote speakers, Ministers, and Moroccan government officials. Education sessions will explore growth opportunities in entertainment and leisure, best practices for business models in emerging markets, hotel and resort expansion, and how destinations can evolve into fully integrated attractions ecosystems. 

Complementing the education program, attendees will participate in exclusive tours to several of Morocco’s leisure destinations, including the country’s first water park, Oasiria Marrakech; Gravity Park, a standout leisure attraction in Marrakesh; and Palooza Park, Marrakesh’s popular attractions park.

This collaboration with SMIT strengthens IAAPA’s global presence and underscores a shared commitment to advancing tourism and attractions development throughout Morocco. Together, IAAPA and SMIT aim to elevate their visibility in a growing market with grand ambitions for the leisure sector, while creating meaningful value and new opportunities for IAAPA members worldwide. As a co-host of the 2030 FIFA World Cup, Morocco is determined to flourish in the tourism industry, making this partnership especially timely and impactful.

“Entertainment is no longer just a complement to hospitality — it has become an essential driver. 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,” said Imad BARRAKAD, Chairman & CEO, Moroccan Agency for Tourism Development – SMIT.

The IAAPA Morocco Summit will be hosted in both French and English.

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About SMIT

The Moroccan Agency for Tourism Development (SMIT) is a public institution established by the Moroccan Government to promote and facilitate investment in the tourism sector. 

Its mission is to enhance and diversify Morocco’s tourism offering by providing both local and international investors with tailored opportunities and comprehensive support throughout the investment process. SMIT acts as a strategic partner, guiding investors from project conception to implementation by offering market insights, facilitating land access, and fostering public-private partnerships. Dedicated to advancing Morocco’s tourism ecosystem, SMIT focuses on high-impact, sustainable projects aligned with the Kingdom’s tourism strategy. 

Among its top priorities are accelerating the development of structural tourism projects, promoting investment in emerging destinations, and contributing to major national milestones such as the preparation for the 2030 FIFA World Cup, which represents a transformative opportunity for tourism and infrastructure development. 

To support investor success, SMIT facilitates access to a wide range of incentives, including financial assistance, state subsidies, and customized investment agreements, making it a key enabler of Morocco’s tourism ambitions.

SMIT, Invest in Tourism

About IAAPA

IAAPA is a diverse and dynamic community of global attractions professionals. As the largest international trade association for permanently located attractions, IAAPA unifies the attractions community, connects people to learn and grow together, and promotes the highest professional standards for excellence and safety around the world.

Founded in 1918, IAAPA represents leading industry attractions and supplier companies, consultants, and individual members from more than 100 countries. Members include professionals from amusement parks, theme parks, attractions, water parks, resorts, family entertainment centers, zoos, aquariums, science centers, museums, cruise lines, manufacturers, and suppliers.

IAAPA’s global headquarters and North America office are in Orlando, Florida, U.S. IAAPA also maintains offices in Brussels, Belgium; Dubai, United Arab Emirates; Hong Kong SAR, China; Shanghai, China; and, Mexico City, Mexico. Visit IAAPA.org or follow us on social media @IAAPAHQ | #IAAPA

Media Contact:
IAAPA Global Communications
[email protected]