Morocco is quickly cementing its position as a global tourism powerhouse. From January to October 2025, the country welcomed 16.6 million visitors, marking a 14% increase compared to the same period last year. This impressive surge, announced in Casablanca by Tourism Minister Fatim-Zahra Ammor, reflects the momentum generated since the launch of the country’s 2023 tourism roadmap.
That growth has catapulted Morocco into the top 20 most successful travel destinations worldwide. According to a recent UN Tourism ranking, the country now sits at 13th globally—clear recognition of the sweeping reforms implemented in recent years and a renewed sense of investor confidence, both local and international.
A key driver behind this upward trend has been the steady expansion of hotel infrastructure. Since 2023, Morocco has added 43,000 new hotel beds across the country, dramatically boosting its capacity to host visitors and enhancing the overall tourism experience.
It’s against this backdrop that a major partnership has been announced between the Moroccan real estate group Alliances and the luxury hotel chain Rixos Hotels. The deal, signed in the presence of Imad Barrakad, Director General of Morocco’s Tourism Development Agency (SMIT), marks the debut of the “Luxury All-Inclusive” model in Morocco—a high-end concept built around immersive, experience-driven hospitality, pioneered by one of the world’s leading resort brands.
Three large-scale projects are already in the pipeline. The flagship development, Rixos Marrakech, will span 26 hectares and offer 400 rooms along with 60 private villas. Another project, named Aliée Marrakech, will occupy 14 hectares and feature 150 rooms and 50 villas. The third site, Rixos Lixus in Larache, will provide 400 rooms on a 7.5-hectare beachfront property. Altogether, these developments represent an investment of 1.5 billion dirhams and are expected to create thousands of jobs across the tourism and hospitality sectors.
This strategic expansion aligns with Morocco’s broader national plan to elevate its premium and family-friendly tourism offerings ahead of major international events—including the highly anticipated 2030 FIFA World Cup.
