Hilton says it will more than double its presence in Morocco by opening 15 new hotels across ten brands, as the country prepares for a tourism surge linked to the 2030 FIFA World Cup.
The announcement follows the opening of the Waldorf Astoria Rabat Salé, the group’s first property under the luxury brand in Morocco. Chief executive Chris Nassetta said the company expects to grow its portfolio to 25 hotels in the coming years, creating more than 2,000 jobs.
Luxury launch in Rabat-Salé
The new Waldorf Astoria is located in the Mohammed VI Tower, Morocco’s tallest building. The hotel has 55 rooms and suites overlooking the Bouregreg River and the Atlantic Ocean. It includes restaurants led by Michelin-starred chef Alain Ducasse and features one of the region’s largest private art collections.
New brands and cities
Hilton is expanding across several segments and destinations.
The Tapestry Collection by Hilton will debut in Morocco with two hotels planned for 2028: a 90-room property in Casablanca’s Gauthier district and a 100-room hotel in Chefchaouen.
The Curio Collection by Hilton will grow in Marrakech with the 62-room Eden Palm Marrakech, expected to open in 2029.
The group is also targeting coastal destinations. DoubleTree by Hilton Nador Marina is planned for 2028, while Hilton Garden Inn Tetouan City Center is set to open in 2029.
Tourism strategy and World Cup boost
The expansion aligns with Morocco’s Tourism Roadmap 2023–2026. The government aims to attract 17.5 million visitors by 2026 and 26 million by 2030.
Morocco will co-host the 2030 FIFA World Cup with Spain and Portugal, prompting large-scale investment in infrastructure. Plans include adding 25,000 hotel rooms nationwide and increasing airport capacity from 38 million to 80 million passengers by 2030, backed by a €270m African Development Bank loan.
The Mohammed VI Tower, home to the new Waldorf Astoria, forms part of the “Rabat, City of Light” project to position the capital as a global cultural and business hub.
Market growth and industry competition
The Moroccan hospitality market is forecast to grow by $1.84bn between 2024 and 2029. Hilton says demand is shifting towards experience-focused stays, which it aims to meet through lifestyle brands such as Tapestry and Curio.
The company is also rolling out global technology upgrades in Morocco, including Digital Key Share for smartphone room access and the Diamond Reserve tier for Hilton Honors members. The loyalty programme now has more than 243 million members.
Other hotel groups are expanding in parallel. Marriott is bringing its luxury Edition brand to Africa, while Spanish chains Iberostar and Meliá are strengthening their Moroccan presence ahead of the World Cup.
The International Monetary Fund expects Morocco’s economy to grow by 4.4% this year. High hotel occupancy rates, above 87% in some segments, are helping position the country as a priority market for international investors.
