Fez – Turkish hotel brand Rixos and Moroccan real estate developer Alliances have signed a strategic partnership to launch three luxury tourism projects in Morocco, with a total investment of approximately MAD 3 billion ($300 million).
The landmark deal, announced by Asharq Bloomberg, is part of a broader effort to elevate Morocco’s hospitality infrastructure and support the country’s preparations to co-host the 2030 FIFA World Cup alongside Spain and Portugal. The developments are expected to significantly boost Morocco’s high-end tourism offering, particularly in Marrakech.
The centerpiece of the partnership is a flagship resort in Marrakech, spanning more than 26 hectares. The site will include over 400 hotel rooms and 60 private villa suites, designed to meet international standards of luxury and comfort. With Rixos known for its all-inclusive upscale resorts and Alliances for its large-scale real estate projects, the collaboration brings together extensive hospitality and development experience.
The projects are scheduled for completion by 2029, allowing them to be fully operational in time for the 2030 World Cup. Morocco, which has already begun massive infrastructure upgrades ahead of the event, sees luxury tourism as a key component of its long-term economic strategy.
According to statements from the companies, the investment is expected to generate significant employment: 2,500 direct jobs and more than 3,000 indirect jobs throughout the planning, construction, and operations phases.
The new developments align with Morocco’s broader tourism goals, including attracting 17.5 million tourists annually by 2026, and increasing the sector’s contribution to national GDP. Marrakech, already one of Morocco’s most visited cities, continues to draw major international hotel chains and developers eager to invest in its vibrant tourism economy.
This partnership highlights the rising confidence in Morocco’s luxury hospitality market, which has seen renewed momentum following the COVID-19 pandemic.
A subsidiary of global hospitality group Accor, Rixos has been expanding its presence in the MENA region, while Alliances has worked on landmark residential and tourism projects across the kingdom.
As Morocco prepares to host the world in 2030, strategic collaborations like this signal a robust investment climate and a clear national focus on premium tourism experiences.
