Morocco Aims to Attract 750,000 Chinese Tourists Annually

The Moroccan National Tourist Office (ONMT) shares this ambition, but the supervisory ministry sees even bigger, hoping to welcome 750,000 Chinese tourists. A topic discussed during a meeting between Minister Fatima Zahra Ammor and Rao Quan, Chinese Deputy Minister of Culture and Tourism.

The abolition of visas for Chinese citizens in 2019 has already borne fruit. The number of Chinese tourists has exploded, increasing from 15,000 to 200,000 visitors per year.

But why is Morocco betting so much on the Chinese market? With 1.41 billion inhabitants, China represents a colossal pool of travelers. In addition, Chinese tourists are known for their generosity. According to the World Tourism Organization, they spent $196.5 billion in 2023, far exceeding Americans, Germans or French.

The Australian agency SiteMinder also points out that the Chinese travel throughout the year, unlike Western tourists who prefer seasonal travel. Influential on social networks, they share their experiences and contribute to the promotion of the destinations they visit.

However, attracting this clientele requires efforts. Mohamed Khalil, president of the Moroccan-Chinese Friendship and Cooperation Association, insists to Madar21 on the need to train tourist guides who master the Chinese language and culture. "They are cultural tourists par excellence," he explains.

He also emphasizes the importance of taking into account the cultural specificities of Chinese travelers, such as their preference for hot water. Hotel staff trained in their habits would contribute to their satisfaction and encourage them to return.

The ONMT has already started discussions with Moroccan and Chinese tourism professionals to establish a "fruitful and beneficial cooperation for all parties". Morocco hopes to welcome 17.5 million tourists by 2026, notably through the organization of sporting events and international conferences.