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Rabat – The Moroccan National Tourism (ONMT) has started the process to obtain the prestigious “China Ready” label, becoming the first destination in North Africa to do so. This move is part of Morocco’s strategy to open up to1P high-potential tourism markets and attract more Chinese visitors.
Morocco launched the certification process in partnership with CBISN, the label’s official representative in Beijing. It began with a “comprehensive audit of Morocco’s tourism infrastructure and services to assess readiness for the Chinese market,” said ONMT in a statement.
In addition, a “China Ready” workshop took place in Rabat on May 7 to raise awareness among Moroccan tour operators and help them understand the needs of the Chinese market. The workshop, led by a CBISN expert, also provided a 12-month strategic monitoring plan to support Moroccan professionals.
The next step will be a major B2B event in Morocco, with around 60 top Chinese travel agencies attending to explore partnership opportunities with Moroccan tourism businesses.
To fully meet the needs of Chinese tourists, Morocco will also need to offer services like Mandarin translations, Chinese-friendly payment methods, and Mandarin-speaking staff.
With this label, Morocco aims to become a friendly and welcoming destination for Chinese tourists, one of the largest tourist groups in the world.
The label could help increase tourist numbers from China in the coming years, which is part of the tourism office’s strategy. ONMT is looking to triple Chinese visitors by 2027.
“This label is more than just a certificate,” said ONMT General Director Achraf Fayda. “It’s a passport to a market of over 150 million travelers each year, tourists with high spending power and a growing interest in cultural destinations. Morocco now has everything it needs to attract them.”
