Casablanca – As part of its broader push to diversify its tourism base and strengthen its global presence, Morocco is intensifying efforts to attract visitors from emerging international markets, with a particular focus on China and other Asian countries.

Led by the Moroccan National Tourist Office (ONMT), this strategy aims to position Morocco as a top destination for culturally inclined and experience-seeking travelers. The plan emphasizes deeper market integration, tailored promotional efforts, and stronger connectivity.

Stronger engagement with China

One of the cornerstones of the renewed strategy is deepening engagement with the Chinese tourism market—among the world’s largest sources of outbound travelers. While over 140 million Chinese citizens travel abroad annually, Morocco currently hosts only around 100,000 Chinese tourists per year. Authorities view this as a significant opportunity for growth.

The ONMT has outlined a roadmap to welcome up to 1 million Chinese tourists by 2030. As part of this effort, Morocco is restoring and launching direct air routes with key Chinese cities, including Beijing and Shanghai. The initiative also includes expanded partnerships with major Chinese travel platforms such as Trip.com, Fliggy, CITS, and Youpai Travel.

During the 2025 ITB China tourism fair in Shanghai, Morocco’s pavilion stood out for its immersive presentation of the country’s cultural and artistic heritage. Visitors experienced Moroccan traditions firsthand, from Gnawa music and calligraphy to the ambiance of Chefchaouen’s blue alleyways. This cultural showcase forms part of a wider strategy to promote Morocco not just as a destination, but as a sensory and cultural journey.

A key milestone in these efforts was the signing of a memorandum of understanding with Trip.com to secure 1.15 million overnight stays by Chinese tourists by 2028. Additional agreements with other major Chinese operators target specific cities such as Beijing, Shanghai, and Guangzhou, with the aim of generating 100,000 additional overnight stays in the short term.

Diversified offerings and luxury experiences

Morocco’s tourism promotion is moving beyond traditional marketing, shifting toward storytelling and meaningful visitor engagement. Officials note a growing demand among Chinese tourists for authentic, culturally rich experiences. In response, Morocco is encouraging deeper interactions between visitors and local artisans, traders, and communities.

At the high-end segment, Morocco is targeting affluent travelers by offering premium services such as private aviation, luxury stays in restored palaces, and exclusive, personalized experiences. The country’s geographical proximity to Europe also positions it as a natural extension for Chinese tourists visiting Western Europe.

Infrastructure, certification, and visibility

To support these ambitions, Morocco is bolstering its infrastructure and marketing capabilities. More than 69,000 additional airline seats and 67,000 hotel beds have been added to meet rising demand. In addition, the country has begun the process of obtaining the “China Ready” certification, which ensures alignment with Chinese consumer expectations in terms of service, language, and cultural sensitivity.

Morocco’s tourism authority is also ramping up digital promotion through social media campaigns, video content tailored to Asian audiences, and partnerships with influencers who play a growing role in travel decision-making.

A strategic and sustainable vision

This shift in strategy reflects a broader transformation within Moroccan tourism policy—from offering fixed products to designing demand-driven experiences that match the interests and cultural preferences of specific traveler segments.

Experts in the field view this proactive, adaptive approach as essential to keeping pace with global trends. Morocco’s strategy, they say, is about more than short-term growth—it’s about securing long-term relevance as a destination that values quality, authenticity, and cultural connection.

By embedding these principles in its tourism roadmap, Morocco aims to solidify its position as a dynamic, stable, and attractive destination across both established and emerging markets.