In the Souss Massa region, strategic spin-offs and immersive experiences are emerging as key drivers of innovation in the tourism sector. This qualitative study, based on 28 semi-structured interviews with key stakeholders, explores how these levers can enhance the local economy, diversify tourism offerings, and strengthen the region’s attractiveness. Findings reveal that spin-offs are perceived as entrepreneurial entities and innovation catalysts, though challenges like limited financing (89%) and skills gaps (68%) persist. Immersive technologies, such as 360° videos and interactive applications, are increasingly adopted for promoting heritage, while advanced tools like AR and VR remain underdeveloped due to technical and financial constraints. Participants emphasized the potential of spin-offs to create new market opportunities and the role of immersive technologies in offering unique, personalized experiences. However, achieving these goals requires addressing structural barriers, such as inadequate infrastructure and weak research-industry linkages. By strengthening financing mechanisms, developing specialized skills, and integrating local communities into decision-making processes, Souss Massa can position itself as a model of sustainable and innovative tourism.