Rabat – On Thursday, Fatim-Zahra Ammor, Morocco’s Minister of Tourism, Handicrafts and the Social Solidarity Economy, met with Quan Rao, China’s Vice-Minister of Culture and Tourism, in Rabat.
The discussions focused on strengthening tourism ties between the two countries, underscoring the importance of their strategic partnership fostered by King Mohammed VI of Morocco and President Xi Jinping of China, according to a press release from the Moroccan ministry.
The meeting highlighted Morocco’s growing popularity amongst Chinese tourists. Quan Rao suggested that establishing new air links could significantly boost travel between the two destinations.
Minister Ammor expressed a desire to attract Chinese tourist investment in Morocco, particularly in the lead-up to major sporting events.
She also emphasized the need for Chinese tour operators to include Morocco more prominently in their packages, allowing Chinese tourists to experience the country’s diverse offerings, which range from cultural excursions to desert adventures and seaside escapes.
The Ministry proposed organizing promotional missions to China, targeting potential investors and leading tour operators.
This focus on China aligns with Morocco’s impressive tourism rebound. By the end of May 2024, the country had already welcomed over 5.9 million visitors, reflecting a 15% increase compared to the same period last year.
Morocco is actively investing in its tourism sector. Last year alone, it committed $8 billion to bolster tourism infrastructure. Additionally, Minister Ammor recently highlighted a growing interest from globally recognized brands looking to invest in the country.
The government has also established Regional Development Companies specifically designed to support small and medium-sized enterprises (SMEs) within the tourism industry.
With an ambitious goal of attracting 26 million tourists by 2030, Morocco’s 2023-2026 roadmap, backed by a substantial $6.1 billion budget, seems to be paying off.
