Morocco is taking a bold step toward securing its place in the booming Chinese travel market. The country’s national tourism authority has officially begun the process to obtain the prestigious “China Ready” certification, making it the first nation in North Africa to pursue this designation. Issued by CBISN, a Beijing-based agency, the label confirms that a destination meets the cultural and practical expectations of Chinese tourists.
This move is part of a larger strategy by the Moroccan National Tourist Office (ONMT) to position the country as a top-tier destination for Chinese travelers—a group that now numbers over 150 million annually, with high disposable incomes and a growing appetite for immersive cultural experiences. “This certification is more than a stamp of approval; it’s a gateway to one of the world’s largest tourism markets,” said Achraf Fayda, head of the ONMT.
Before Morocco can claim this status, it will undergo a comprehensive review of its tourism infrastructure. The audit will assess everything from hotel amenities and transport networks to customer service and how well offerings align with Chinese travelers’ expectations. Planned upgrades include translating all promotional materials into Mandarin, incorporating Chinese mobile payment systems, and ensuring Mandarin-speaking staff are available at key tourist touchpoints.
The first step in this transformation took place on May 7 in Rabat, where a workshop led by a CBISN expert introduced Moroccan tourism professionals to the nuances of catering to the Chinese market. This training session marked the launch of a year-long support program designed to prepare Morocco’s tourism ecosystem for full engagement with Chinese visitors.
Looking ahead, a major business-to-business event is being organized in Morocco, expected to draw around 60 of the most influential travel agencies from China. The goal is to facilitate direct meetings with Moroccan operators and lay the foundation for long-term commercial partnerships.
The ONMT has set an ambitious goal: to triple the number of Chinese tourists visiting Morocco by 2027. The roadmap includes tailored experiences, stronger ties with tour operators and airlines, and deeper integration with Chinese online travel platforms. It’s a strategy that blends cultural sensitivity with business pragmatism—positioning Morocco as a serious player in the global tourism arena.
