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Agadir – Morocco’s National Tourism Office (ONMT) has expanded its promotional campaign in Hong Kong as part of a broader strategy to attract more Chinese visitors, highlighting the country’s cultural heritage, premium travel experiences, and growing air connectivity with China.
The initiative brought together around 30 Hong Kong tour operators and travel agencies during a business luncheon and B2B networking event organized by ONMT’s Beijing office in partnership with the Moroccan Embassy in China and Morocco’s Honorary Consulate in Hong Kong.
Morocco eyes one million Chinese visitors
The event showcased Morocco’s diverse tourism offering, with ONMT emphasizing the country’s historical landmarks, cultural richness, luxury experiences, and expanding flight connections as key drivers for future tourism growth.
Morocco’s Ambassador to China Abdelkader El Ansari said Chinese tourist arrivals to Morocco nearly doubled over two years, rising from approximately 107,000 visitors in 2023 to around 200,000 in 2025.
He said Morocco aims to welcome 500,000 Chinese visitors in the coming years and reach one million by the beginning of the next decade.
According to El Ansari, the country’s political stability, security, expanding direct air routes, diversified tourism products, and sustained promotional efforts position Morocco as an increasingly attractive destination for Chinese travelers.
Building long-term partnerships in China
ONMT representative Otman Mazouz said the Hong Kong event is part of a wider strategy to strengthen Morocco’s visibility among Chinese travel professionals and establish long-term partnerships with leading tour operators.
He noted that Morocco’s blend of authenticity, cultural heritage, and premium tourism experiences aligns with growing demand among Asian travelers for distinctive destinations and niche travel experiences.
Participants also highlighted the strong potential of the Hong Kong outbound travel market, where affluent tourists are increasingly seeking cultural, luxury, and experiential holidays, including golf tourism and desert adventures.
Morocco is also positioning itself as a destination that can be combined with multi-country itineraries spanning Europe and the Middle East, offering travelers a broader regional experience.
The Hong Kong event forms part of ONMT’s broader roadshow across China’s major outbound tourism hubs, including Beijing, Shanghai, Chengdu, and Guangzhou, as Morocco seeks to strengthen its presence in the Chinese market and sustain growth in visitor arrivals.
