IAAPA, the global association for the attractions industry, announced 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 January 19-21, 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 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 waterpark, Oasiria Marrakech; Gravity Park, a leisure attraction in Marrakesh; and Palooza Park, Marrakesh’s attractions park.
“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.
