A pioneering event in Marrakech
Marrakech is preparing to host the second edition of the Africa Wellness Congress the 12 and 13 2026 Octoberthus consolidating its position as the African capital of well-being. After the resounding success of the first edition in October 2024, this major event returns to the prestigious Es Saadi Marrakech Resort for two days dedicated to the wellness industry in Africa.
A secteur en pleine croissance
The global wellness economy has surpassed 5 trillion dollars in 600with impressive annual growth of nearly 8%. Africa, while still representing a modest share of this market, is showing promising signs with:
- 23,6 billion in South Africa (2023)
- 9,1 billion in Morocco (2023)
- 7,9 billion in Kenya (2023)
Wellness tourism alone has reached 830 billion in 2023 with growth exceeding 9% per year, the MENA region leading the way in growth.
Morocco, a land of excellence for wellness
Hamid Bentahar, president of the National Tourism Confederation in Morocco, emphasized the kingdom's ambition during the first edition: to increase from 17 million to 30 million visitors by 2030Well-being being a key driver of this growth.
“We have all the ingredients for well-being: light, sun, mountains, desert, cultural heritage – both tangible and intangible. The future of well-being lies in our culture and our heritage.”
The Bahja spirit: the Moroccan trademark
The unique concept of “Bahja Spirit” (which means joy and happiness in Arabic) embodies the seven dimensions of well-being deeply rooted in Moroccan culture, particularly in the Marrakech-Safi region. This spirit of hospitality and cultural richness is reflected in:
- The local gastronomy
- Traditional hammam rituals
- Traditional Berber healing
- Community tourism initiatives
- Music and crafts
Program and theme
Theme 2026: "Pioneering investment and business in the African wellness industry"
The Africa Wellness Congress will bring together:
- Investors looking for opportunities in Africa
- Hospitality professionals and the spa
- Wellness experts Africans and international
- Architects specializing in wellness infrastructure
- Political decision-makers and stakeholders in tourism development
Event format
- Plenary conferences with international experts
- Thematic roundtables on market trends
- Networking sessions targeted
- B2B meeting pre-programmed
- Exhibition area leading brands in the sector
- Case Studies and feedback
