Morocco is stepping up its efforts to tap into China’s booming tourism market. On Monday in Rabat, the Moroccan National Tourism Office signed a strategic partnership with China Eastern Airlines, aiming to dramatically raise the country’s profile among Chinese travelers.
The deal was finalized in the presence of Tourism Minister Fatim-Zahra Ammor, with ONMT director Achraf Fayda and China Eastern Airlines president Wang Zhiqing outlining a broad joint strategy to promote Morocco across China. The partnership includes an ambitious marketing push combining co-branded campaigns, targeted digital content, curated media trips, and, crucially, a major boost in air connectivity between the two countries.
A first step comes in January 2025, when a new route connecting Shanghai to Casablanca via Marseille is set to launch. But the real breakthrough arrives in October, when China Eastern will introduce a direct Shanghai–Casablanca service operating three times a week. This new connection will complement Royal Air Maroc’s existing routes and deepen the air bridge between Morocco and China.
The agreement aligns with Morocco’s wider vision of attracting one million Chinese visitors by the end of the decade. To achieve that goal, the country is focusing on delivering premium travel experiences that highlight its rich heritage, vibrant culture, and distinct way of life. It’s part of a broader plan to redefine Morocco’s position as a leading African destination and establish a stronger foothold in the high-growth Chinese travel market.
