Morocco aims to enhance tourism ties with China

Morocco’s Tourism Office (ONMT) is actively pursuing a stronger foothold in the Chinese market, which offers significant opportunities for the Moroccan tourism sector. The office recently announced its participation in the 2025 ITB China, taking place at the Shanghai World Exhibition from May 27 to 29.

The primary objective is to position Morocco as a premier destination for Chinese travelers, a focus that ONMT has identified as crucial within its international expansion strategy. “At ITB China, we are here to strengthen our relationships with Chinese tourism operators and co-create a new growth dynamic by capitalizing on Morocco’s unique appeal and the new air connectivity being developed,” stated ONMT General Director Achraf Fayda.

Morocco showcases its presence at the exhibition with a stand spanning over 300 square meters, joining more than 600 international exhibitors from 80 countries. The importance of the Chinese travel market is underscored by its remarkable recovery, which saw 130 million outbound travelers in 2024. This figure is projected to rise to 155 million in 2025, according to UN Tourism.

ONMT has highlighted its active presence at the event by announcing a Memorandum of Understanding with Trip.com, China’s largest online travel agency. This partnership, which spans three years starting in spring 2025, aims to achieve an ambitious target of 1.15 million overnight stays by Chinese tourists in Morocco by 2028. The agreement also seeks to enhance Morocco’s tourism appeal in related markets such as Japan and Korea.

Furthermore, ONMT is exploring partnerships with major players in the Chinese market, including Fliggy, CITS, UTS, and Shanghai Youpai International Travel. These agreements specifically target key source markets such as Beijing, Shanghai, and Guangzhou, with a global goal of generating an additional 100,000 overnight stays.

Morocco welcomed 17.4 million tourists last year and now aspires to attract over 26 million by 2030. To support this ambitious goal, ONMT has been launching various campaigns aimed at drawing tourists from diverse markets. The tourism sector remains a vital contributor to the country’s economy, with travel revenues reported at $11.1 billion in 2024, reflecting a 7.5% increase compared to the previous year.