Fez — The Mövenpick Mansour Eddahbi Marrakech and convention center have appointed Fahd Abdorabi as their new General Manager, launching a new growth plan known as “CAP 2028.”
In a statement, the center’s management said the appointment supports a structured strategy aimed at positioning the complex as an integrated lifestyle destination and a leading events platform in Marrakech and beyond.
Abdorabi brings years of international experience in luxury hospitality. His career includes senior roles across Europe, the Middle East, and North Africa. He previously worked at Raffles Makkah Palace and helped lead the launch of Fairmont Taghazout Bay.
He also supported the transition of a major property in Vilamoura, Portugal, into the Fairmont brand and contributed to the opening of Fairmont La Hacienda Costa del Sol. In Qatar, he was part of hotel operations during the 2022 FIFA World Cup.
A unified vision for growth
According to the press release shared with Morocco World News (MWN), the CAP 2028 roadmap is focused on building a connected ecosystem where hospitality, social life, and large-scale events reinforce each other.
The strategy includes strengthening the congress center’s position in the corporate events market, including conventions, forums, and international gatherings. At the same time, the venue plans to expand its entertainment programming with concerts, festivals, and live productions.
The statement said the approach will be “inclusive, pragmatic, and market-oriented,” with a focus on partnerships and flexibility in response to changes in the global events industry.
Expanding the lifestyle offer
Within the hotel complex, the vision centers on developing M Square as a full lifestyle space. The area is designed to combine dining concepts, select retail, wellness services, yoga, fitness, and personalized concierge support.
Management described M Square as a vibrant social destination open to both residents and visitors. The goal is to create a natural flow between events at the congress center and the hotel’s lifestyle spaces.
“The objective is simple: to establish the Congress Center as Marrakech’s reference venue and position the entire complex as a must-visit lifestyle destination,” Abdorabi said in the statement.
The project is backed by the owner AL AJIAL ASSETS SA and managed by Accor.
A portfolio of commitment to global hospitality
Mövenpick Hotels & Resorts was founded in Switzerland in 1973 and has grown to operate more than 90 hotels across 25 countries. The brand emphasizes guest comfort, sustainability, and personalized service. It is part of Accor’s global hospitality portfolio, which includes thousands of properties worldwide.
With CAP 2028 now underway, the Marrakech complex is setting a clear course. By linking business events with lifestyle experiences, management aims to strengthen the city’s appeal as both a corporate and cultural destination in the years ahead.
