Morocco and China Eastern Airlines partner to boost tourism ties

The Moroccan National Tourist Office (ONMT) and China Eastern Airlines have signed a strategic agreement in Rabat to bolster Morocco’s appeal within the Chinese market. This partnership aims to attract one million Chinese tourists by 2030, reinforcing Morocco's position as a leading global destination.

Strengthening Morocco’s presence in the Chinese market

The memorandum of understanding, signed on Monday, was overseen by Morocco’s Minister of Tourism Fatim Zahra Ammor, ONMT Director General Achraf Fayda, and China Eastern Airlines President Wang Zhinqing. The agreement not only underscores the increasing importance of Chinese travelers but also highlights Morocco’s efforts to diversify its tourism markets.

The partnership includes joint marketing efforts, press trips, and initiatives to optimize air connectivity between the two nations. A key element of the agreement is the development of new air routes, further enhancing accessibility for Chinese tourists.

Expanding air connections

Following the launch of the Shanghai-Casablanca route via Marseille earlier this year, China Eastern Airlines plans to introduce a direct Shanghai-Casablanca route in October, operating three flights per week. This new connection will complement the existing Beijing-Casablanca route offered by Royal Air Maroc, connecting Morocco to China’s largest tourism hubs.

By improving accessibility and promoting Morocco as a premium travel destination, the ONMT aims to position the country as a top choice for Chinese tourists.

A vision for long-term growth

Tourism Minister Fatim Zahra Ammor emphasized the strategic value of the agreement, stating, “With China Eastern, we are strengthening our presence in Asia and reaffirming our diversification strategy.”

Achraf Fayda echoed this sentiment, describing the partnership as a reflection of Morocco’s ability to build strategic alliances with key players in global aviation. “This agreement is part of a long-term vision to develop tourism and open Morocco to dynamic and demanding markets,” Fayda said.

Aiming for one million Chinese tourists by 2030

The ONMT has set an ambitious goal to attract one million Chinese visitors by the end of the decade. With enhanced air connectivity and a focused marketing strategy, Morocco is positioning itself as a top destination for Chinese travelers, leveraging its rich cultural heritage, historical landmarks, and unique experiences.

The partnership reflects Morocco’s commitment to fostering closer ties with China, building on recent diplomatic and economic initiatives that highlight the growing significance of the Asian market for the North African nation.