The Moroccan National Tourism Office (ONMT) is making a bold move to attract Chinese travelers with a large-scale roadshow from February 17 to 22, set to take place in Beijing and Shanghai. This initiative aims to capitalize on the revival of air connections between Morocco and China, particularly following the reopening of Royal Air Maroc’s Casablanca-Beijing route and the launch of China Eastern’s Shanghai-Casablanca flight in January.
This ambitious program brings together key players in Moroccan tourism, including destination management companies (DMCs), hoteliers, and travel experts, alongside the National Tourism Council (CNT). The objective is clear: increase Morocco’s presence in the Chinese market and forge strategic partnerships with major platforms like Ctrip and TikTok, which play a crucial role in shaping Chinese travel trends.
The roadshow is part of a broader effort to reconnect Moroccan professionals with the evolving expectations of Chinese travelers. In 2019, China was the world’s largest outbound tourism market, with 155 million international trips. As Chinese tourism rebounds, Morocco is positioning itself to attract a substantial share of this market by focusing on high-value segments such as luxury travel, bespoke experiences, and exclusive small-group tours.
Throughout 2024, the Moroccan delegation in Beijing has ramped up its promotional efforts, working with specialized trade and marketing agencies. This strategy has helped rekindle collaborations with leading tour operators, promote Morocco’s new tourism brand, and enhance its visibility across Chinese media platforms. Participation in major international events such as ITB China 2024 and the organization of familiarization trips have further solidified Morocco’s presence in the Chinese market.
With over 4.15 million millionaire households in China as of 2023 and the resumption of direct flights, the potential for Morocco in this market is immense. This roadshow represents a pivotal step in Morocco’s strategy to diversify and elevate its tourism sector. By strengthening its visibility among Chinese travelers, the ONMT is positioning Morocco as a top destination for visitors seeking exclusive and authentic experiences.
