Riding the wave of Morocco’s booming tourism industry, African hotel group Azalaï has unveiled ambitious plans to enter the Kingdom’s market. By 2030, the group intends to establish a portfolio of five hotels, contributing to Morocco’s growing status as Africa’s top travel destination.
The group is targeting a total capacity of 600 beds for its Moroccan operations. As West Africa’s largest hotel group, Azalaï currently operates 11 properties across eight countries. With plans to expand to 15 hotels and over 1,700 beds, the group is set to open new locations, including in Mauritania, further solidifying its position on the continent.
Morocco’s tourism industry has been making headlines, with 17.4 million visitors in 2024, making it Africa’s leading destination, surpassing Egypt’s 15.7 million tourists. This surge has not only boosted the country’s global reputation but also drawn substantial investments.
Tourism accounts for approximately 7% of Morocco’s GDP, with annual investments averaging 8 billion dirhams (about $800 million), according to official figures. Cities like Marrakech, which have reached new milestones in visitor numbers, are prime examples of this growth.
Azalaï’s decision to enter Morocco aligns with its vision of becoming a continental leader in hospitality. By tapping into Morocco’s well-established tourism infrastructure and diverse offerings—from cultural heritage sites to luxury resorts—the group aims to solidify its footprint in North Africa.
With its blend of new constructions and renovations, Azalaï’s planned Moroccan portfolio is expected to enhance the Kingdom’s capacity to welcome international travelers, further bolstering its reputation as a top-tier destination.
