Casablanca – With Morocco gearing up to co-host the 2030 FIFA World Cup, the Spanish hotel group Barceló is making major moves to strengthen its presence in the country. The company has announced a series of large-scale investments aimed at expanding and upgrading its hotels, particularly in Casablanca, a key tourism and business hub.
Barceló’s regional director, Enrique Acrich Ecker, confirmed that Morocco has now become the group’s top international investment destination, surpassing even Mexico, which historically held that position. This shift highlights Morocco’s growing importance in the global hospitality market, particularly as it prepares to welcome millions of visitors for the World Cup.
Massive expansion plans in Casablanca
One of the group’s main projects is in Casablanca, where Barceló plans to increase its hotel capacity to 600 rooms across three establishments. A major part of this expansion includes a complete renovation of the iconic Farah Hotel, which is set to be modernized over the course of a year.
Casablanca is a crucial location for the group’s expansion strategy, thanks to its strategic position as Morocco’s economic capital and a gateway for international tourism. The city benefits from a modern international airport, world-class business infrastructure, and the Al Boraq high-speed train, which connects it to Marrakech and Agadir. These advantages make Casablanca an attractive destination for business travelers, tourists, and football fans arriving for the 2030 World Cup.
Morocco’s growing tourism sector
Barceló’s investments align with Morocco’s broader tourism development strategy, which has been accelerating in the lead-up to the 2025 Africa Cup of Nations (AFCON) and the 2030 FIFA World Cup. The country is heavily investing in stadiums, hotels, and transport infrastructure to ensure a world-class experience for visitors.
A major highlight of Morocco’s long-term tourism vision is the construction of a new state-of-the-art stadium in Benslimane, located near Casablanca. This project, along with other infrastructure improvements, is expected to enhance the city’s appeal as a global destination and provide Barceló with even more opportunities for growth.
A long-standing commitment to Morocco
Barceló has been operating in Morocco since 2006, gradually increasing its investments in hotel acquisitions, renovations, and repositioning. Over the years, the company has spent more than $163 million in partnership with local stakeholders to modernize its properties and adapt to the evolving needs of Morocco’s tourism sector.
Currently, Barceló operates six hotels across Morocco, offering a diverse range of services that cater to different types of travelers—including business professionals, cultural tourists, and leisure visitors. The company’s future plans involve further diversification, ensuring that its hotels meet international standards and can accommodate the increasing number of visitors expected for the World Cup.
Preparing for the 2030 FIFA World Cup
The 2030 World Cup is set to be one of the biggest events Morocco has ever hosted. As part of the tournament’s preparations, the government is working closely with private investors like Barceló to enhance hotel capacity, improve transportation networks, and elevate overall hospitality standards.
With its latest expansion efforts, Barceló is positioning itself as a key player in Morocco’s World Cup preparations. The company’s investments are not only aimed at short-term growth but also at establishing a stronger presence in Morocco’s tourism industry for years to come.
As the countdown to 2030 begins, Morocco’s hospitality sector is undergoing a transformation, and Barceló’s commitment to the country is a clear sign of the growing international confidence in Morocco’s tourism potential.
