The Moroccan National Tourism Office (ONMT) announces an ambitious strategy aimed at attracting 1.15 million Chinese overnight stays to Morocco by 2028.
Strategic Partnership with China
This plan, presented at the ITB China trade show in Shanghai in May 2025, is based on a three-year strategic partnership with TRIP.COM, China’s largest online travel agency, as well as several other agreements with major platforms such as FLIGGY, CITS, UTS, and Shanghai Youpai. These agreements specifically target the Beijing, Shanghai, and Guangzhou source areas, with an additional target of 100,000 overnight stays.
The ONMT is focusing on a tourism offering tailored to the specific expectations of Chinese tourists, particularly through the process of obtaining the “China Ready” label. Morocco is also targeting a high-end clientele, offering luxury services including private jets, accommodations in historic palaces, and personalized services. Morocco’s geographical location, close to Europe, is an asset for attracting Chinese travelers already frequenting Western Europe.
Reestablishment of direct air links
After welcoming 142,000 Chinese tourists in 2019, Morocco will have returned to approximately 75% of this level by 2024, with 107,000 visitors. This is particularly thanks to the restoration of direct air links between Beijing and Casablanca and Shanghai and Casablanca. With the expected growth of the Chinese market, which could reach 200 million international travelers by 2028, Morocco intends to strengthen its visibility and market share in Asia.
Chinese Tourists’ Main Expectations of Morocco
The main expectations of Chinese tourists from Morocco, according to the Moroccan National Tourism Office (ONMT).
Immersive and Authentic Cultural Experiences: Chinese tourists seek in-depth experiences that allow them to immerse themselves in Moroccan culture, thus promoting authenticity rather than simply visiting tourist attractions.
Luxury and High-End Tourism: A significant portion of Chinese customers seek luxury services, including private jet transportation, accommodation in renovated historic palaces, as well as personalized services and exclusive events.
Offers Adapted to Chinese Standards: Morocco is striving to obtain the international “China Ready” label, which guarantees that its hospitality, communication, and tourism offerings meet the specific expectations of Chinese tourists.
Cultural Diversity and Exotic Experiences: Chinese tourists particularly appreciate Morocco’s cultural offerings, rich in gastronomy, architecture, customs, and the unique combination of Arab, Muslim, and African influences.
