The Moroccan tourism industry will welcome the “China moment” as they enter into an annual marketing partnership with the Trip.com Group
The website of Moroccan 2M TV recently published an article entitled “Moroccan Tourism Prepares for the ‘China Moment'”, saying that Chinese tourists will create huge opportunities for Moroccan tourism. With the increase of routes between Morocco and China, more Chinese tourists will visit Morocco in the future, and Morocco’s tourism industry will usher in a “China moment”.
The article states that in recent years, China has become one of the leading players in the global tourism industry. Tourism is a vital sector for Morocco’s economy, and the country aims to capitalise on the significant business opportunities presented by Chinese tourists. Since Morocco introduced visa-free entry for Chinese travelers in 2016, the ease of travel has greatly boosted interest among Chinese tourists. According to Morocco’s tourism department, the number of Chinese visitors to the country is expected to rise sharply in 2024. In 2023, approximately 60,000 Chinese tourists visited Morocco and this figure is projected to exceed 100,000 in 2024, an increase of around 78%.
According to the latest data released by the Moroccan Ministry of Tourism, Morocco welcomed 14.5 million tourists in 2023, marking a 34% increase compared to the previous year and a 12% rise compared to 2019. Data from Ctrip indicates that in the first half of 2024, tourist numbers to Morocco recovered to 70% of 2019 levels. Group tours to Morocco have been even more popular, with participant numbers rebounding to nearly 80% of 2019 figures, while tourism revenue has remained stable. Official Moroccan data also shows that the number of Chinese tourists visiting Morocco is set to rise significantly in 2024. In 2023, approximately 60,000 Chinese tourists visited the country, and this figure is expected to exceed 100,000 in 2024, an increase of around 78%.
Officials are Actively Working to Expand Their Reach in the Chinese Market
By sending delegations to China and organising promotional activities, the Moroccan National Tourism Agency aims to engage directly with Chinese travel agencies and establish partnerships to enhance Morocco’s appeal to Chinese tourists.
In 2024, the Moroccan Tourism Board will once again collaborate with Trip.com Group, using the official Moroccan Planet platform to integrate three key sectors—traffic, content, and products—allowing for a more targeted advertising strategy. Additionally, a range of innovative and effective marketing campaigns will be launched, including live broadcasts, major promotions, on-site and off-site advertisements, and social media content, all designed to further ignite Chinese tourists’ interest in travelling to Morocco.
At the same time, Ctrip will offer Chinese tourists a variety of services, including flights, hotels, travel products, and a limited number of ¥1,000 travel subsidies. By aligning with the preferences of Chinese travellers, these efforts will provide more convenient and tailored discounts, effectively boosting Morocco’s visibility, attracting potential tourists, supporting the country’s economic recovery, and strengthening China-Morocco tourism cooperation.
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