Imad Barrakad, Director General of the Moroccan Agency for Tourism Development (SMIT), has been honored as one of Forbes Middle East’s Top 100 Travel and Tourism Leaders, ranking 28th overall.
According to moroccoworldnews.com, his inclusion highlights Morocco’s growing influence in global tourism and underscores Barrakad’s pivotal role in driving the country’s tourism renaissance through strategic development and innovation.
His placement confirms Morocco’s growing prominence – welcoming 17.4 million visitors in 2024 and outpacing Egypt to become Africa’s top destination – and he was recognized alongside fellow Moroccans Fatim-Zahra Ammor, Adel El Fakir, and Abdelhamid Addou.
READ: Africa: Morocco Sees Record 8.9 Million Tourists in First Half of 2025, Up 19% from Last Year
This latest Forbes Middle East ranking evaluates leaders across airlines, airports, hospitality, destinations, and the public sector. Selection criteria include business size, sector impact, asset ownership, executive influence, notable achievements during 2024-2025, and professional experience.
Barrakad’s inclusion reflects his significant contributions to Morocco’s tourism investment landscape since taking SMIT’s helm in 2011. Established in 2007, the agency serves as the government’s dedicated entity for tourism investment and plays a critical role in developing investments and designing tourism products across the country.
In April, SMIT strengthened its position through strategic partnerships with Attijariwafa Bank and TAMWILCOM, focusing particularly on supporting the digital transformation of Morocco’s tourism sector. Under Barrakad’s leadership, SMIT has supported over 800 hotels to accelerate the industry’s post-pandemic recovery between 2023 and 2024.
