Hilton has unveiled an ambitious plan to significantly expand its footprint in Morocco, announcing the addition of 15 new hotels across the country, a move that will more than double its current portfolio and reinforce the kingdom’s growing status as a global tourism hub.
The US-based hospitality giant said it aims to increase its presence to 25 hotels in the coming years, up from its current 12 operating properties, as part of a broader strategy to capitalize on Morocco’s rising appeal among international travelers.
The announcement comes shortly after the opening of the Waldorf Astoria Rabat Salé, Hilton’s first luxury property in the country, located within the iconic Mohammed VI Tower.
The hotel features 55 rooms and suites, offering panoramic views over Rabat, Salé, the Bouregreg River, and the Atlantic Ocean, marking a significant step in Hilton’s upscale expansion strategy in Morocco.
Following a recent visit to the kingdom, Chris Nassetta, President and CEO of Hilton, described Morocco as a “strategically important market,” confirming plans to more than double the company’s presence in the country.
As part of its expansion roadmap, Hilton will introduce new brands to Morocco, including the Tapestry Collection by Hilton, which is set to debut in Casablanca with a 90-room property in the Gauthier district by 2028.
The same brand is also expected to open a 100-room hotel in Chefchaouen in partnership with Les Résidences Hôtelières du Nord, further diversifying Morocco’s accommodation offering beyond its main urban centers.
In Marrakech, Hilton is expanding its Curio Collection by Hilton portfolio with the upcoming Eden Palm Marrakech, scheduled for completion in 2029 through a partnership with Four AS Invest.
The project will feature 62 rooms and suites, alongside facilities tailored for both leisure tourism and business events, reflecting Morocco’s dual positioning as a cultural and conference destination.
Coastal regions are also a key focus of Hilton’s strategy, with new developments planned in Nador and Tetouan, two cities gaining increasing attention for their tourism potential.
The DoubleTree by Hilton Nador Marina is set to open in 2028, offering 120 rooms and suites overlooking the Gulf of Nador and the Marchica Lagoon.
Meanwhile, the Hilton Garden Inn Tetouan City Center will open in 2029 with 97 rooms, further strengthening the group’s presence in northern Morocco.
Hilton’s expansion aligns with Morocco’s broader preparations to co-host the 2030 FIFA World Cup, a landmark event expected to attract millions of football fans from around the world.
Authorities have been accelerating investments in infrastructure, hospitality, and transport networks, aiming to significantly expand the country’s capacity to accommodate the anticipated influx of visitors during the tournament.
This push comes amid a record-breaking performance by Morocco’s tourism sector. In 2025, the country generated 138 billion dirhams (approximately $13.7 billion) in foreign-currency revenues, marking a 21% increase compared to 2024, according to the Ministry of Tourism.
The results exceeded well ahead of schedule the national target of 120 billion dirhams set for 2026, reflecting what authorities described as a qualitative transformation in the sector.
Morocco also welcomed nearly 20 million tourists in 2025, a historic record driven by the country’s growing attractiveness in international markets and the diversification of its tourism offerings across regions.
Domestic tourism continued to play a significant role, with spending by Moroccan residents reaching around 48 billion dirhams, underscoring the importance of local demand in sustaining sector growth.
Tourism Minister Fatim-Zahra Ammor said the figures highlight not only an increase in visitor numbers but also higher added value generated by the sector.
She added that Morocco aims to position tourism as a driver of regional development and a sustainable engine for job creation, supported by continued investment in infrastructure, air connectivity, and destination branding.
With global hotel groups accelerating investments and tourism indicators reaching new highs, Morocco is strengthening its position as a leading travel hub in Africa and the Mediterranean ahead of 2030.
