Morocco Targets China's Tourism Boom: ONMT Launches Strategic Promotion Campaign in Hong Kong

Morocco is intensifying its efforts to attract Chinese travelers as part of an ambitious strategy to make China one of its fastest-growing tourism markets. In a significant step toward achieving this goal, the Moroccan National Tourist Office (ONMT) recently organized a tourism promotion event in Hong Kong, bringing together around 30 travel agencies, tour operators, and tourism professionals from the Special Administrative Region.

The initiative, coordinated by the ONMT Beijing Office in partnership with the Embassy of Morocco in China and the Honorary Consulate of Morocco in Hong Kong, reflects Morocco's long-term commitment to strengthening its presence in the Chinese outbound travel market.

Morocco Aims to Welcome One Million Chinese Tourists

Morocco has set ambitious targets for the Chinese tourism market.

According to Morocco's Ambassador to China, Abdelkader El Ansari, the number of Chinese visitors to Morocco increased from approximately 107,000 in 2023 to around 200,000 in 2025, representing nearly 90% growth in just two years.

Building on this momentum, Morocco aims to increase annual Chinese arrivals to 500,000 visitors within the next few years, with a long-term objective of welcoming one million Chinese tourists annually by the beginning of the next decade.

Direct Flights Fuel Tourism Growth

Moroccan officials attribute much of this impressive growth to the expansion of direct air connections between China and Morocco.

Improved flight connectivity has significantly reduced travel barriers, making Morocco a more accessible destination for Chinese travelers seeking unique cultural experiences beyond traditional European itineraries.

As China's outbound tourism continues to recover, Morocco is positioning itself as a premium destination offering authenticity, diversity, and high-quality travel experiences.

Hong Kong: A Gateway to High-End Chinese Travelers

The Hong Kong event was more than a traditional tourism presentation.

The program included business-to-business (B2B) meetings that enabled Moroccan tourism representatives to engage directly with travel agencies already selling Morocco as a destination, as well as those considering adding the country to their travel portfolios.

A business luncheon preceded the meetings, providing an ideal environment for building long-term commercial partnerships between Moroccan tourism stakeholders and Hong Kong's travel industry.

Morocco Positions Itself as a Premium Destination

According to Otman Mazouz, representative of the Moroccan National Tourist Office, Morocco offers exactly what many affluent Asian travelers are increasingly seeking: authentic cultural experiences, rich heritage, luxury accommodations, and unique landscapes.

During the event, ONMT highlighted several premium tourism products, including:

• Luxury cultural and heritage tours

• Sahara Desert experiences

• World-class golf tourism

• Multi-destination itineraries combining Morocco with Europe and the Middle East

These travel experiences are particularly attractive to Hong Kong's high-income travelers, who increasingly favor exclusive and culturally immersive destinations over conventional tourist routes.

Part of a Nationwide China Roadshow

The Hong Kong promotion forms part of a broader ONMT roadshow across China's major outbound tourism markets, including Beijing, Shanghai, Chengdu, and Guangzhou.

Through these promotional campaigns, Morocco aims to strengthen relationships with Chinese travel agencies, airlines, tour operators, and tourism platforms while increasing brand awareness among Chinese consumers.

The strategy reflects Morocco's ambition to position itself not only as an African or Mediterranean destination but as a globally recognized premium tourism destination capable of meeting the expectations of one of the world's most dynamic travel markets.

China Becomes a Strategic Tourism Market

China represents one of the world's largest outbound tourism markets, making it a strategic priority for destinations seeking long-term visitor growth.

With stronger diplomatic relations, improved air connectivity, and increasing demand for experiential travel, Morocco is well positioned to capture a larger share of Chinese outbound tourism.

By investing in targeted marketing campaigns, developing premium tourism products, and expanding partnerships across China, Morocco is laying the foundation to become one of the preferred destinations for Chinese travelers exploring Africa, the Mediterranean, and beyond.