Morocco is strengthening its position as a rising destination in the Chinese tourism market, after Chinese media reports revealed a sharp increase in arrivals from China during what has been described as an “exceptional” year for the Moroccan tourism sector.
According to reports by Chinese press outlets, nearly 200,000 Chinese tourists visited Morocco during the first eight months of the current year, almost double the number recorded during the same period in 2024. The growth reflects accelerating interest from Chinese travelers and reinforces Morocco’s ambitions to secure a stronger foothold in one of the world’s fastest-growing outbound tourism markets.
China’s Sina newspaper reported that Morocco has emerged as one of the new preferred destinations for Chinese tourists, alongside traditional European, American, and Asian destinations. The country is increasingly portrayed as the “Pearl of North Africa,” combining sunshine, cultural richness, and diverse natural landscapes.
The report quoted the CEO of the Moroccan National Tourist Office (ONMT), Achraf Faida, as saying that Morocco’s strategic objective is to attract one million Chinese tourists by 2030. Fayda stressed that current indicators point to rapid growth in the Chinese market, which has become one of the fastest-expanding tourism sources for the Kingdom.
According to the same source, Morocco aims to welcome more than 300,000 Chinese tourists in 2025, increase the figure to 500,000 in 2026, and reach the one-million mark by 2030, in parallel with preparations linked to hosting the FIFA World Cup.
The Chinese report attributed the growing influx to Morocco’s diversified tourism offer, which includes historic medinas, traditional markets, long coastlines, vast desert landscapes, and a unique model of cultural coexistence blending Arab, Amazigh, African, and Mediterranean influences.
It also highlighted that cities such as Marrakech, Rabat, Casablanca, and Chefchaouen, in addition to Morocco’s southern desert regions, have become key stops in Chinese travel itineraries, offering experiences that differ significantly from conventional European destinations.
The report further underlined Morocco’s strategic geographic location at the northern tip of Africa, its proximity to Europe, and its moderate climate, making it an attractive year-round destination, particularly for tourists seeking sunshine without extreme tropical heat.
Chinese media also emphasized Morocco’s open policy toward the Chinese market, notably the visa waiver for Chinese citizens introduced in 2016, describing it as a decisive factor in boosting tourist flows.
In addition, the report pointed to the strengthening of direct air connectivity between Morocco and China, particularly through the resumption of direct flights between Casablanca and Beijing and the launch of new routes to Shanghai, which have significantly reduced travel time and enhanced Morocco’s appeal.
To improve the experience of Chinese visitors, Morocco has launched tailored initiatives such as the “China Ready” program, aimed at adapting tourism infrastructure and services to Chinese travelers’ needs, including language services, digital payment solutions, and upgraded hospitality offerings.
The report also highlighted the role of cultural and media promotion, especially Chinese television programs filmed in Morocco, which have helped introduce Moroccan cities and landmarks to a broad audience in China.
According to the data cited, tourism remains a key pillar of the Moroccan economy. In 2024, the Kingdom recorded a record 17.4 million foreign tourists, generating revenues exceeding $12 billion, positioning Morocco as the leading tourist destination in Africa.
In this context, Faida reaffirmed that Morocco aims to surpass 26 million tourists by 2030, capitalizing on the sector’s current momentum and the global exposure linked to hosting major international sporting events.
