Yesterday, Tuesday, January 14, 2025, the Farah Tangier hotel hosted an interesting meeting-debate organized by the Moroccan Association of Tourism Experts and Scientists (AMEST). This strategic meeting, focused on the theme “Crossed perspectives on the Human Capital axis of the CAP 2026 Tourism Roadmap, for better convergence”, was part of a dynamic of constructive exchange and prospective reflection. . For more than three hours, experts, researchers and professionals from the sector explored the levers necessary to reconfigure human capital as a central pillar of Moroccan tourism development. Result: A structuring diagnosis for a changing sector.
Indeed, within the framework of the CAP 2026 roadmap, human capital occupies a primordial place as a driver of competitiveness and innovation in the tourism sector. During this meeting, the participants drew up a rigorous diagnosis, highlighting several challenges:
-Inadequacy of current skills with the evolving needs of the market, particularly in strategic areas such as digital, customer service and sustainability.
-Weak convergence between the different stakeholders (public, private and academic sectors) to coordinate training and professional integration efforts.
-Lack of integration of innovation and emerging technologies, such as artificial intelligence (AI), in the training and management of tourism human resources.
These findings, although worrying, made it possible to structure a rich debate, oriented towards the identification of disruptive solutions adapted to the Moroccan context.
Under the moderation, therefore, of our nationally and internationally renowned experts, the discussion led to concrete and innovative avenues of action. Among the key recommendations:
-Strengthening specialized professional training: Design programs aligned with new tourism trends (ecotourism, cultural tourism, smart tourism) and integrating a strong digital dimension.
--Creation of a collaborative ecosystem: Promote synergies between educational institutions, tourism businesses and public stakeholders to better meet market needs.
-Adoption of artificial intelligence and advanced technologies: AI is seen as an essential lever for improving talent management, personalizing customer experiences and anticipating developments in the sector.
-Establishment of an inclusive governance framework to ensure the coordination and evaluation of initiatives related to the development of tourism human capital.
This meeting-debate is also the starting point of an ambitious process. Because it is planned for June 2025, during the 1st AMEST International Congress in Casablanca, the presentation of a disruptive and detailed report. This document, the result of collective and in-depth reflections, will propose concrete solutions to meet the identified challenges.
By the way, a bold theme was suggested to mobilize stakeholders in the sector: “AI and Human Capital CAP SYAHA 2030”. This strategic framework aims to fully integrate artificial intelligence into the development of Moroccan tourism, while promoting human potential.
The success of this project will depend on the involvement of all stakeholders: experts, operators, political decision-makers and citizens. AMEST calls for general mobilization to make this roadmap a real lever of transformation for the Moroccan tourism sector.
More generally, this meeting in Tangier opened the way to a deep and collective reflection on the role of human capital in the future of tourism in Morocco. As we enter 2026 and beyond, the challenge is great, but the opportunities are immense. Morocco, with its potential and its strategic vision, can aspire to become a model of convergence between innovation, competence and sustainability in the global tourism sector.
