Morocco's National Tourism Office (ONMT) has intensified its efforts to attract more Chinese visitors by hosting a promotional event in Hong Kong, bringing together around 30 tour operators and travel agencies to showcase the North African country as a premium travel destination.
The event, organized by ONMT's Beijing office in partnership with the Moroccan Embassy in China and Morocco's Honorary Consulate in Hong Kong, featured business-to-business meetings and a networking luncheon with travel companies already selling Morocco as well as operators exploring the destination for future travel packages.
The tourism office highlighted Morocco's rich cultural and historical heritage, diverse tourism experiences and expanding air connectivity with China, saying improved flight links are expected to play a key role in boosting visitor numbers.
Moroccan Ambassador to China Abdelkader El Ansari said the number of Chinese tourists visiting Morocco increased from around 107,000 in 2023 to approximately 200,000 in 2025, reflecting growing interest in the destination.
He said Morocco aims to welcome 500,000 Chinese visitors in the coming years and one million by the start of the next decade, citing the country's political stability, security, expanding direct air links, diversified tourism offerings and targeted marketing efforts in the Chinese market.
ONMT representative Otman Mazouz said the Hong Kong event is part of a broader strategy to strengthen Morocco's visibility among Chinese travel professionals and establish long-term partnerships with leading tour operators.
He said Morocco's blend of authenticity, cultural heritage and high-end travel experiences matches growing demand among Chinese and Asian travellers for unique destinations offering cultural, luxury and experiential tourism.
Participants also highlighted the potential of the Hong Kong outbound travel market, where affluent travellers are increasingly seeking premium cultural experiences, luxury holidays, golf tourism and desert adventures. Morocco is also promoting itself as a destination that can be combined with broader itineraries covering Europe and the Middle East.
The Hong Kong stop is part of an ONMT roadshow across China's major outbound tourism hubs, including Beijing, Shanghai, Chengdu and Guangzhou, as Morocco seeks to expand its footprint in one of the world's fastest-growing travel markets.
