Morocco is moving to secure the prestigious “China Ready” certification, making it the first North African destination to formally align with the standards demanded by China’s massive outbound travel market.
The Moroccan National Tourist Office announced this week that it has begun the certification process, which it hopes will unlock a surge in Chinese visitor numbers in the coming years.
Granted by Beijing-based CBISN, a partner of ONMT, the “China Ready” label signals that a destination meets the hospitality, communication, and service expectations of Chinese travelers.
“This label is more than a certification; it’s a passport to a market of over 150 million outbound tourists a year, known for their high spending and growing curiosity for cultural destinations,” said ONMT director Achraf Fayda.
While the certification aims to attract new visitors, it builds on a steadily growing trend of Chinese interest in Morocco which has been climbing since 2016, when Morocco dropped visa requirements for Chinese nationals.
The country saw arrivals jump to 170,000 in 2018 and peak at 180,000 in 2019. However, the COVID-19 pandemic triggered a sharp decline, cutting Chinese arrivals to just 28,000 in 2022.
A promising recovery followed, with 60,000 visitors in 2023 and a surge of 78% in 2024 to reach 106,000. ONMT now aims to triple that figure by 2027.
To achieve certification, Morocco’s tourism infrastructure will undergo a thorough audit covering everything from Mandarin-language services and signage to the integration of Chinese payment platforms and digital tools.
The goal is to offer a seamless experience that meets the expectations of Chinese travelers, especially as iconic destinations like Marrakech, Fès, and Chefchaouen increasingly cater to this market with customized menus, guides, and hospitality services.
On May 7, Rabat hosted a “China Ready” workshop to prepare local operators for these adjustments. The next phase will feature a major B2B event in Morocco, gathering around 60 top Chinese travel agencies to forge direct commercial partnerships with Moroccan tourism players.
Improved air connectivity is also central to this strategy, with new direct routes planned between China and Morocco by Royal Air Maroc and other carriers.
The ONMT’s broader goal is to attract 2.5 million additional tourists across all markets by 2025, reinforcing Morocco’s status as Africa’s top tourist destination, with a record-breaking 15.9 million arrivals logged by late 2024, already outpacing Egypt.
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