Morocco’s tourism office is setting its sights on welcoming one million Chinese tourists in the coming years, up from just over 100,000 in 2024, as part of a bold new strategy unveiled at ITB China 2025 in Shanghai.
Achraf Fayda, Director General of the Moroccan National Tourist Office, described the Chinese market as a “tremendous opportunity,” noting that only a fraction of China’s 150 million outbound tourists currently visit Morocco.
To attract this new wave of travelers, the ONMT is shifting its focus from promoting destinations to offering immersive, culturally authentic experiences.
Fayda emphasized that today’s Chinese tourists seek deep cultural connection, preferring to engage with local communities, artisans, and merchants over traditional sightseeing. Morocco’s strategy aims to meet this demand by showcasing its rich heritage, crafts, and culinary traditions in a more personalized and meaningful way.
Morocco has also begun the process of obtaining the prestigious “China Ready” certification, which would make it the first North African country to formally align with Chinese tourism standards.
Issued by Beijing-based CBISN, the label guarantees that destinations meet specific expectations in service, communication, and cultural adaptation.
The initiative builds on Morocco’s momentum since 2016, when it waived visa requirements for Chinese nationals. Tourist arrivals surged to 180,000 by 2019, before the COVID-19 pandemic caused a sharp drop. Numbers rebounded in 2023 and grew by 78% in 2024 to reach 106,000. The ONMT now aims to triple this figure by 2027.
Morocco’s strategy focuses on immersive, culturally rich experiences, encouraging Chinese tourists to engage with local artisans, communities, and heritage sites. At the same time, it targets high-end travelers through luxury offerings such as private jets, palace stays, and curated itineraries.
New direct air routes are also planned to bolster connectivity and help Morocco reach its broader goal of attracting 2.5 million additional tourists by 2025.
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