Join on WhatsApp 
Join on Telegram Rabat – Morocco has been sharpening its position as a premier global tourist hub that not only attracts visitors but also major international companies and industries.
The North African country’s 12 regions offer diverse experiences and landscapes for hiking, surfing, or just wandering through ancient medinas.
A wide range of markets are now seeking to expand in Morocco, which is highly rated by investors and tourists alike for its political stability and security level.
Vincent Miccolis, the Managing Director for Middle East, Africa, and Turkey at the Ascott Limited, confirmed this popular sentiment in a recent interview with Morocco World News (MWN).
A hospitality operator with over 1,000 properties across the globe, the Ascott Limited group projects to reach 15,000 units and access the Middle East, Africa, and Turkey by 2030.
Ascott sees Morocco as the heart of the company’s “North Africa growth strategy,” Miccolis emphasized this in his interview with MWN. “The country’s dynamic economic development, strong infrastructure investments, and increasing connectivity make it an ideal market for us.”
Morocco’s tourism boom
Commenting on Ascott’s pipeline of projects in Morocco, Miccolis cited the recently opened Citadines Almaz Casablanca and the signed Citadines Bab Tangier – which will be added to a group of properties in Casablanca and Marrakech.
Miccolis cited Tangier as one of the critical hubs for Ascott’s projections, noting that the city has emerged as an important business platform thanks to the activities it is hosting in its industrial zones and its strategic location on the Strait of Gibraltar.
He also recalled the momentum Morocco is gaining in terms of the tourism and hospitality industry, with the country hosting 17.4 million tourists in 2024.
Morocco is projected to welcome 20 million visitors this year, he pointed out, stressing that this offers the country immense potential for both business and leisure hospitality.
Miccolis began his Ascott career in London. His senior positions within the company started in Brussels, Marseille, and Paris, bringing an impressive portfolio and a rich repertoire in the hospitality industry.
He holds a Bachelor’s degree in Business and Management, as well as a certificate from Cornell on Hotel Real Estate Investment and Asset Management.
Miccolis, who has been a driving force in the hospitality sector for over two decades, addressed what makes Morocco different from other key tourist hubs like the UAE and Turkiye in terms of hospitality growth potential.
“Unlike countries such as KSA or UAE, where supply pipelines are already very dense, Morocco remains a relatively underpenetrated but fast-growing market,” he said.
The hospitality expert acknowledged that while the demand is accelerating, the sector is still evolving, in serviced residences and lifestyle hotels.
Defining Ascott’s expertise as strong in this area, Miccolis emphasized the company’s interest in tapping the opportunity to shape the market early with “differentiated products.”
He cited Citadines Almaz Casablanca as a hub that blends the “flexibility of long-and short-stay accommodation.
Why different than other residential services?
Many firms belonging to the global hospitality sector are active in Morocco, including renowned hotels such as Sofitel, the Four Seasons, and other accommodation services like Airbnb, Booking.com, among others.
A report from Airbnb has identified Morocco as one of the “best locations for investing in short-term rentals,” citing popular tourist attractions like Marrakech, Rabat, and Tangier.
Marrakech tops the list of cities for Airbnb in 2025, with a 65% occupancy rate average and a revenue of MAD 206,711.
Casablanca comes second with a 50% occupancy rate average, and MAD 118,323, followed by Tangier, Agadir, and Rabat.
Asked about what makes Ascott’s presence different in Morocco, Miccolis spoke of the hotel-in-residence model, which he said “combines the space and the flexibility of a serviced apartment with the facilities, services, and consistency of a hotel.”
Guests at Citadines Almaz Casablanca can enjoy their stay in modern apartments while also benefiting from access to a gym, restaurant, and meeting rooms, he detailed, defining such stays as a “holistic live, work, and play environment, and an added value over other rental platforms.”
Still, Miccolis admitted there is still room for improvement, particularly concerning challenges for long-stays in busy markets, including Casablanca.
“Corporate travelers, expatriates, and project-based professionals are increasingly looking for accommodations that combine the flexibility of a residence with hotel-like services,” he elaborated.
Miccolis sees the Ascott with strong global expertise, able to offer extended stay leadership and help expand the choices available to Moroccan and international travelers.
Asked if Ascott faced any meaningful challenges, Miccolis cited regulatory frameworks.
“Regulatory frameworks, ensuring cultural alignment, and identifying the right local partners are tricky but always part of the journey,” he said. Yet he described such challenges as opportunities rather than being obstacles, as the company is flexible to enter new markets with adaptability and sensitivity.
“In Morocco, we’ve been fortunate to find an environment that is both welcoming and forward-looking,” Miccolis said, commending the government’s commitment to tourism and Morocco’s global reputation.
World Cup 2030 opportunities
Asked about how prestigious events Morocco is gearing up to host, including this year’s Africa Cup of Nations and the 2030 FIFA World Cup, Miccolis acknowledged these colossal projects’ contribution to shaping Ascott’s strategy and investments. These global tournaments are a major catalyst for the North African kingdom’s hospitality sector, he argued.
He further acknowledged that these tournaments will not only bring millions of football fans to Morocco but also contribute to accelerating infrastructure, tourism, and global visibility.
Ascott is committed to tapping and unlocking opportunities that the World Cup hosting rights are bringing through different projects. These include Citadines Racine Casablanca, which is opening next year, and the Unlimited Collection Marrakech that will open in 2027.
Another project the company is working on is Ascott Hivernage Marrakech, coming also in 2027, along with the Citadines Connect Belvedere in Casablanca.
Last year, a report by financial analysis firm Valoris Securities suggested that hosting the World Cup alongside Spain and Portugal could inject $1.2 billion into Morocco’s economy.
Hosting one-third of the total 104 games could add between $850 million and $1.2 billion to the country’s economy, with each match contributing an estimated $25 million to $37.5 million, the report shows.
In terms of tourism, Morocco’s industry sector is expecting the North African country to attract 26 million tourists by 2030. The number could rise even more as Morocco is already forecasted to attract more than 18 million to 20 million tourists by the end of the year.
In the first 10 months of 2025 alone, Morocco welcomed at least 16.6 million tourists, which the government describes as a “remarkable momentum” to the 2023 roadmap, the equivalent of a 14% increase compared to a year earlier.
“By the time the World Cup arrives, Ascott will have a strong and diverse portfolio in place, catering to both international visitors and the longer-term demand uplift that follows mega-events of this scale,” Miccolis concluded
