A group of investors led by Al Nowais Investments, the Sunrise Group and businessman Samih Sawiris plans to spend 200 million euros (about 2.1 billion dirhams) on the first phase of a large tourism project in Essaouira.
The project covers 2.5 million square metres and aims to turn part of the coastal city into a major holiday destination.
In the first stage, the developers plan to build 270 hotel rooms by 2027. A larger 350-room hotel is also planned within four years. In total, the site is expected to eventually include around 800 rooms.
The wider development will also include a 300,000 square metre area for shops and leisure, several golf courses, and around 30 small boutique hotels. Another 150 rooms are also part of the plan. A second phase is expected five years after work begins.
The project was first launched in 2004, but has been redesigned after years of slow progress. It sits on land linked to Morocco’s earlier Plan Azur tourism strategy. One hotel, the Sofitel Mogador Golf & Spa, is already operating on the site.
The funding comes from Al Nowais Investments in the United Arab Emirates, the Sunrise Group from Egypt, and Samih Sawiris, a businessman known for building large resort towns in Egypt and Switzerland.
Each brings a different role. One provides funding, another runs hotels, and Sawiris focuses on designing full destinations rather than standalone resorts.
Why Essaouira
Essaouira has long been known as a relaxed coastal city with a historic medina and a strong arts and music scene. It has also been popular with surfers and short-stay visitors.
But improved transport links, including airport upgrades and better road connections, have made it easier to reach. The aim now is to attract visitors who stay longer and spend more time in the region.
The project comes as Morocco’s tourism sector continues to grow. The country received 19.8 million visitors in 2025, up 14% compared with the previous year. Tourism makes up around 7% of the national economy.
Authorities are now aiming for 26 million visitors by 2030.
There has also been growth in early 2026, with more visitors arriving in the first months of the year compared with 2025. New flight routes from countries such as the United States and Brazil have helped boost numbers.
