Rabat, 13th February 2025 – Harry Theoharis, candidate for the role of Secretary General of UN Tourism, met the Moroccan Minister of Tourism, Mrs. Fatim Zahra Ammor to discuss plans to strengthen collaboration between UN Tourism and Morocco.
During the meeting, both Theoharis and Minister Ammor emphasized the importance of strengthening the partnership between UN Tourism and the Moroccan government to drive the African continent’s tourism industry forward, in support of the country’s ambition to become one of the world’s top 10 destinations. They also discussed Theoharis’ plan to foster partnerships that prioritize sustainability and inclusivity in tourism development. As the first candidate for Secretary General of UN Tourism to present a dedicated strategy for the sustainable growth of tourism and the visitor economy in Africa, Theoharis reaffirmed his commitment to ensuring Africa’s tourism sector thrives:
“We must ensure that the tourism sector in Africa, and Morocco in particular, becomes a key pillar of sustainable development and economic growth,” said Harry Theoharis. “Morocco has long been a leader in the region’s tourism efforts, it has best practice and success to share with other UN Tourism members and I’m committed to supporting the country in achieving its goal of becoming one of the world’s top 15 destinations by 2030.”
The conversation also focused on Morocco’s ongoing efforts to transform its tourism industry. With 17.4 million international visitors in 2024, the country has significantly strengthened its global appeal. Looking ahead, Morocco’s tourism sector is expected to continue flourishing, targeting 26 million visitors annually by 2030. To support this, the Moroccan government is making large-scale investments in tourism infrastructure while expanding sustainable practices to further enhance its global position.
The opening of the first-ever UN Tourism office in Morocco also marks a major milestone in this strategy. This office will serve as a central hub for cooperation between UN Tourism and Morocco, facilitating the exchange of knowledge, best practices, and promoting sustainable tourism across the region.
Harry Theoharis brings extensive experience to his candidacy. As Greece’s Minister of Tourism, he played a pivotal role in revitalizing the country’s tourism sector following the pandemic. His tenure was marked by impactful reforms, including sustainability initiatives, digital transformation, and administrative modernization. He introduced innovative digital services, streamlined bureaucratic processes, and launched the platform www.publicrevenue.gr to enhance transparency. If elected, Theoharis aims to extend these successful reforms on a global scale within UN Tourism.
Further strengthening his candidacy, Theoharis recently received a key endorsement from the African Tourism Board, a strong signal of support for his vision of a more inclusive and sustainable tourism industry in Africa.
With his candidacy, Theoharis proposes to not only enhance global tourism but to specifically ensure that Africa’s growing tourism sector benefits local communities and contributes to the continent overall.
