Morocco Expands Tourism Horizons: Strengthening Ties with China and Elevating Imperial Cities
Morocco Captivates at Shanghai Expo: A Gateway to Chinese Tourism Growth
As Morocco accelerates its strategy to diversify tourist source markets and build cultural bridges beyond traditional regions, the Kingdom, through the Moroccan National Tourist Office (ONMT), made a strong impression at the China International Tourism Expo 2025 in Shanghai. The event served as a major platform to promote Morocco’s rich historical legacy, immersive cultural experiences, and its ambition to attract a new wave of Chinese travelers.
At the heart of the exhibition, the Moroccan pavilion captivated thousands of visitors with a multisensory display that embodied the Kingdom’s unique identity. Visitors were welcomed by the soothing rhythms of Andalusian and Gnawa music, the aroma of freshly brewed Moroccan mint tea, and the intricate elegance of Moroccan zellige mosaics and calligraphy art. A special corner recreated the magical ambiance of Chefchaouen, echoing the vibrant colors and alleyways that have long fascinated travelers.
Yet, Morocco’s presence at the Expo was not limited to cultural showcasing. It marked a significant step in operationalizing its tourism diplomacy toward China, especially with the launch of new direct air routes expected to strengthen connectivity between major Chinese cities and Morocco. This logistic upgrade is expected to significantly boost Chinese tourist arrivals by year’s end, building upon previous milestones.
Imperial Cities in the Spotlight
In this new dynamic, Fez and Marrakech—Morocco’s renowned imperial cities—stand to benefit immensely. For Chinese tourists seeking deep cultural immersion, these cities offer unmatched authenticity. Fez, home to the world’s oldest university (Al Quaraouiyine) and a UNESCO World Heritage medina, offers a time-travel experience through winding souks, ancient tanneries, and scholarly heritage. Marrakech, with its majestic palaces, bustling Jemaa El-Fnaa square, and refined riads, continues to be a symbol of Moroccan enchantment and architectural splendor.
With support from ONMT’s Chinese partnerships, including collaborations with major travel platforms like Trip.com, Fliggy, and CITS, these cities are now featured more prominently on Chinese digital travel itineraries. Tailored packages highlight guided medina tours, artisan workshops, culinary experiences, and spiritual heritage circuits, particularly appealing to Chinese travelers interested in culture, heritage, and photography.
Strategic Agreements and Vision
The Moroccan participation culminated in the signing of a strategic memorandum of understanding with Trip.com, aiming to reach 1.15 million Chinese overnight stays by 2028. Additional agreements with Fliggy, UTS, and Youpai Travel target the promotion of Morocco in metropolitan hubs such as Shanghai, Beijing, and Guangzhou, with the ambition of gaining an additional 100,000 overnight stays in the short term.
This initiative is part of a broader transformation in Morocco’s tourism policy, pivoting from a “supply-driven” to a “demand-driven” approach. This involves adapting offerings to the specific aspirations of target audiences—in this case, Chinese tourists known for valuing historical depth, safety, hospitality, and immersive storytelling.
From Vision to Legacy: Morocco’s Tourism Ambition
This strategic move toward the Chinese market reflects Morocco’s commitment to building long-term, mutually enriching partnerships. It also aligns with the country’s broader goal of geographic diversification in tourism promotion, ensuring resilience amid global volatility.
For Fez and Marrakech, this renewed focus means increased investment in visitor services, language support, and tailored experiences. Collaborations with local artisans, hoteliers, and guides are being strengthened to ensure quality, authenticity, and excellence in every aspect of the Chinese traveler’s journey.
Next Steps in Morocco’s Asian Tourism Strategy
ONMT is also expanding its efforts into digital marketing, influencer campaigns, and audiovisual content tailored for Chinese platforms such as WeChat, Xiaohongshu (RED), and Douyin. Future participation in Asian tourism fairs and educational workshops for Moroccan hospitality professionals are on the agenda to ensure holistic ecosystem engagement.
In sum, Morocco’s proactive engagement with China marks a strategic rebalancing of tourism flows and reflects the country’s vision of tourism as a vector of cultural diplomacy, economic opportunity, and international connectivity. The imperial cities of Fez and Marrakech—living testaments to Morocco’s millennia-old civilization—are poised to shine brighter on the world stage, offering Chinese visitors not just destinations, but authentic journeys into the heart of Moroccan heritage.