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Rabat – Alliance Group and Rixos Hotels signed today an agreement to introduce a new “Luxury All-Inclusive” tourism concept in Morocco.
This partnership aims to strengthen Morocco’s position as a leading destination for high-end and experiential tourism, SNRT News reported. It also aims to support the country’s preparations for hosting major international events, including the 2030 World Cup.
The project is expected to help attract more visitors from key markets such as Turkiye, Russia, the Gulf countries, and Eastern Europe.
The two groups signed the agreement in Casablanca in the presence of Tourism Minister Fatim-Zahra Ammor and Imad Barrakad, Director General of the Moroccan Agency for Tourism Engineering (SMIT).
Through this partnership, Alliance Group is bringing to Morocco, for the first time, Rixos Hotels, an internationally known brand that specializes in luxurious resort experiences.
Founded in 2000 by Turkish businessman Fettah Tamince in Antalya and now part of the Accor Group, Rixos operates 45 hotels in nine countries with more than 16,600 rooms.
Boosting Morocco’s ‘exceptional tourism momentum’
The brand is famous for offering guests immersive entertainment experiences with daily shows, concerts, family activities, and world-class dining, according to the report.
Rixos offers a concept that goes beyond traditional all-inclusive resorts, Tamince said, explaining that the brand’s driving philosophy is to create an atmosphere of entertainment and celebration every day, by combining luxury with art, culture, and family fun.
The partnership will start with three major projects, including Rixos Marrakech, built on 26 hectares and featuring more than 400 rooms and about 60 luxury villas.
It will also include Illyaa Marrakech, a 14-hectare lifestyle hotel project with 150 rooms and 50 luxury villas, and Rixos Lixus in Larache, covering 7.5 hectares, with 400 rooms, designed to strengthen the coastal resort of Lixus as a top tourist destination.
Together, these projects are expected to create around 2,500 direct jobs and over 3,000 indirect ones. Additional projects in other Moroccan regions are also being studied.
Tourism Minister Fatim-Zahra Ammor welcomed the project, saying, “Morocco is experiencing an exceptional tourism momentum. We are happy to see both Moroccan and international investors supporting this vision.”
These projects embody her ministry’s goals, including creating jobs, developing new areas like Larache, and boosting Morocco’s attractiveness at home and abroad, the minister concluded.
