ABURY Hospitality Academy

Problem

In Morocco, women’s labor force participation is only around 19.7%, compared to about 68.7% for men (OECD, 2024). Young women are particularly affected by unemployment: nearly 37% of those under 25 are without a job, and unfortunately, the trend is rising (Reuters, 2025).

At the same time, tourism is one of the most important and fastest-growing sectors of the Moroccan economy. It contributes over 7% to the country’s GDP and, in 2024, welcomed 17.4 million visitors – a 20% increase compared to the previous year (Reuters, 2025). Nevertheless, the sector is facing a severe shortage of skilled workers.

This gap presents a major opportunity: if young women gain access to education and vocational training in the hospitality sector, they can not only achieve economic independence but also create a positive impact on entire communities.

Our approach

The ABURY Hospitality Academy Marrakech (AHAM) is an innovative training program designed to empower young women in Morocco between the ages of 18 and 25. Combining hands-on vocational training with language and digital skills as well as personal development, the Academy prepares its participants specifically for entering the job market in the hospitality sector.

Over the course of nine months, the young women acquire not only solid knowledge in areas such as culinary arts, service, housekeeping, hygiene, and nutrition, but also essential future skills: English, digital literacy, teamwork, communication, and leadership. At the same time, the Academy opens concrete career opportunities through internships with renowned partner hotels and restaurants.

What makes AHAM truly special is its combination of professional excellence and empowerment. The young women are not only trained, but also encouraged to act confidently, contribute their own ideas, and actively shape their future. This holistic approach creates opportunities that go far beyond the first job – leading to genuine economic independence and full participation in society.

Post-program support: After the successful completion of our program we will assist the women in securing employment in the hospitality industry.

Why Marrakech? Known for its rich culture, historic sites and vibrant markets, Marrakech attracts visitors from all over the world and is a prime location for this initiative. The shortage of highly skilled personnel in hospitality presents significant opportunities for those with proper training.