More hotels for Morocco on the back of a tourism boom
International hotel group Hilton plans to double its portfolio in Morocco.
By Leon Louw
Hotel groups are expanding their portfolios in Morocco as more and more tourists and investors arrive in the North African country.
Morocco identified several key focus areas to improve its appeal as a tourism destination a few years ago.
The most important step was for the government and local stakeholders to focus on infrastructure development, safety and creating a welcoming atmosphere for international visitors.
The country invested in modernising its transportation network, including the construction of high-speed rail lines (the Al Boraq line between Tangier and Casablanca) and improvements to airports and highways. This makes it easier and faster for tourists to travel around the country.
In addition, major cities like Marrakesh, Fez, and Casablanca have seen substantial upgrades in urban infrastructure, including the development of new hotels, restaurants, and shopping centres, offering a higher level of convenience for tourists.
A sought-after tourist destination
More than 13.1 million tourists arrived in Morocco during the first nine months of 2024 which is an increase of more than two million compared to the same period in 2023.
According to Carlos Khneisser, vice president, Development, Middle East and Africa, of the Hilton Hotel Group, Marocco is experiencing significant momentum as a sought-after tourist destination.
Khneisser says that Hilton is accelerating plans to more than double its portfolio in Morocco with the signing of nine hotels across seven of its global brands, including the debut of its iconic Waldorf Astoria Hotels & Resorts brand in the capital city of Rabat, as well as the introduction of its luxury LXR Hotels & Resorts, lifestyle Curio Collection by Hilton, and value-driven Hampton by Hilton brands to the country.
“These nine new signings will add more than 1,300 rooms and around 1,500 Team Members to Hilton’s growing portfolio in Morocco, where we plan to expand our footprint to over 20 hotels in the coming years.
“The introduction of new brands – and expansion of existing ones – demonstrates our commitment to catering to the different needs of guests visiting the country where we’ve enjoyed a strong legacy dating back almost six decades,” says Khneisser.
Leon Louw is the founder of WhyAfrica and Endorphin Expeditions, a tour operator that specialise in Africa. He is also the editor of the WhyAfrica magazine.
More hotels for Morocco on the back of a tourism boom
