Lugano – Nikki Beach has announced plans to open a new resort and spa in Marrakech, marking a significant expansion into North Africa’s growing luxury travel market.
Scheduled to open in 2028, the development will form part of a larger mixed-use complex, reflecting a long-term investment in Morocco’s evolving tourism landscape.
The project is set to introduce a fully integrated lifestyle destination, combining upscale accommodation with a curated selection of amenities designed to create a seamless guest experience.
The new resort will bring the brand’s signature “barefoot luxury” concept to Marrakech, a philosophy that combines upscale hospitality with a relaxed, beach-inspired atmosphere, where guests can enjoy refined experiences in a laid-back, informal setting.
The new property is expected to include a hotel, branded residences, and a range of dining, leisure, and wellness offerings.
A dedicated spa will further enhance the experience, placing a strong emphasis on relaxation and rejuvenation.
Designed to merge Nikki Beach’s globally recognized aesthetic with elements of Moroccan culture, the resort aims to create a distinctive sense of place and uniqueness that sets it apart from Nikki Beach’s other destinations.
Set to be located along the Route de l’Ourika, known for its palm groves and tranquil surroundings, the resort will offer a serene retreat while remaining within easy reach of the city’s dynamic center.
The development represents another milestone in the brand’s ongoing global expansion, as it continues to grow its footprint across key lifestyle destinations worldwide.
Founded in 1998 by Jack and Lucia Penrod, Nikki Beach began as a small seaside cafe in Miami Beach, created as a tribute to Penrod’s daughter, Nicole.
What started as an intimate concept quickly evolved into one of the world’s pioneering luxury beach club brands, built around a philosophy of “celebrating life.”
Central to the brand’s identity is its unique blend of music, dining, entertainment, fashion, film, and art, creating immersive lifestyle experiences that extend beyond traditional hospitality.
Over the years, Nikki Beach has expanded into a global presence with beach clubs, resorts, and residences in sought-after destinations such as Ibiza, Dubai, and Santorini, cultivating a strong international following.
With its planned Marrakech opening, the development is set to enhance the city’s standing as a world-class luxury destination, reinforcing its already strong appeal among global travelers.
