Morocco’s National Tourism Office (ONMT) on Friday stepped up its campaign to attract more Chinese tourists, bringing together about 30 Hong Kong tour operators and travel agencies in this Special Administrative Region to promote the North African country as a premium travel destination.
The event, organized by the ONMT’s Beijing office in coordination with the Moroccan Embassy in China and Morocco’s Honorary Consulate in Hong Kong, featured a business luncheon and B2B meetings with travel companies already marketing Morocco as well as operators considering adding the destination to their portfolios.
The ONMT highlighted Morocco’s historical and cultural heritage, diverse tourism offering and expanding air connectivity with China, describing improved flight links as a key factor in driving future visitor growth.
Moroccan Ambassador to China Abdelkader El Ansari said the number of Chinese tourists visiting Morocco had risen from about 107,000 in 2023 to around 200,000 in 2025.
Morocco aims to attract 500,000 Chinese visitors in the coming years and one million by the beginning of the next decade, he said, citing the country’s stability and security, expanding direct air links, diversified tourism products and intensified promotional campaigns in the Chinese market.
ONMT representative Otman Mazouz said the initiative forms part of a broader strategy to raise Morocco’s profile among Chinese travel professionals and build long-term partnerships with leading tour operators.
He said Morocco offers a combination of authenticity, cultural heritage and premium experiences that aligns with growing demand among Asian travellers for distinctive destinations and niche tourism products.
Participants also pointed to the strong potential of the Hong Kong market, where affluent travellers are increasingly seeking cultural, luxury and experiential holidays, including golf and desert tourism. Morocco is positioning itself as a destination that can be combined with multi-country itineraries covering Europe and the Middle East.
The Hong Kong event forms part of an ONMT roadshow across China’s leading outbound tourism markets, including Beijing, Shanghai, Chengdu and Guangzhou, as Morocco seeks to strengthen its presence in the Chinese market and sustain growth in visitor arrivals.
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