Spanish hotel group Ona Hotels & Appartements has announced its entry into the Moroccan tourism market with the launch of three luxury hotels in the cities of Marrakech and Saïdia, through a deal with the Be Live Hotels chain — a move that strengthens the presence of global hotel brands in Morocco ahead of the 2030 FIFA World Cup.
According to Europa Press, this move is part of the Spanish group’s international growth plan to expand beyond its borders and position itself in promising markets. Morocco, the first African country the group enters, was chosen for its strong potential in the tourism and hospitality sectors.
The three hotels to be operated by the group include two in Marrakech — a 4-star hotel with 167 rooms (Be Live Experience Marrakech Palmeraie) and a 5-star hotel with 212 rooms (Be Live Collection Marrakech Adults Only) — as well as a 5-star beachfront resort in Saïdia offering 488 rooms (Be Live Collection Saïdia). Combined, these will add 867 new rooms to Morocco’s hospitality capacity.
According to a statement by the group, as reported by Europa Press, the newly acquired hotels will temporarily continue operating under the Be Live Hotels brand, before being fully integrated into Ona Hotels’ operational model and repositioned to align with the group’s vision and commercial strategy in Morocco.
Nacho Barrau, CEO of Ona Hotels, stated that this acquisition “reflects the company's desire to incorporate strategic assets into its portfolio, either individually or through entire hotel platforms,” noting that Morocco represents a promising market with strong growth prospects due to its dynamic tourism industry.
This investment further reinforces Marrakech’s status as a top global tourist destination, renowned for its mild climate, rich history, and advanced tourism infrastructure — including luxury hotels, traditional riads, cultural venues, and entertainment centers.
Marrakech is already home to some of the world’s most prestigious hotel brands and continues to attract global celebrities. The city has become a magnet for hospitality investments, especially as demand surges for high-end hotel services.
Meanwhile, Saïdia is also gaining prominence on Morocco’s tourism map. The city is known for its long sandy beaches, Mediterranean climate, and modern infrastructure, making it a preferred destination for both domestic and international travelers.
Ona Hotels is betting on these Moroccan destinations to expand its footprint in North Africa, at a time when Morocco is preparing to co-host the 2030 FIFA World Cup with Spain and Portugal. This major event is expected to draw millions of tourists and football fans from across the globe.
In anticipation, the Moroccan government has begun easing administrative procedures to encourage foreign investment in the tourism sector, particularly in host cities such as Marrakech, Casablanca, Tangier, Fez, and Agadir. The aim is to double the number of hotel rooms and equip them to international standards in time for the global event.
