Morocco drew significant attention at ITB China 2026 in Shanghai, using its participation at one of Asia's largest travel trade fairs to strengthen its position in the world's biggest outbound tourism market, which is expected to generate 200 million international travelers by 2028.
The Moroccan National Tourist Office (ONMT) led the Kingdom's presence under the banner "Morocco – Kingdom of Light," unveiling a 250-square-meter pavilion designed to connect Moroccan tourism operators with Chinese travel agencies, buyers, and tour operators.
The Moroccan stand highlighted the country's cultural heritage through a combination of traditional hospitality and immersive experiences. Visitors were welcomed with Moroccan mint tea while musicians performed traditional music using the guembri and darbouka. Artisans also demonstrated Arabic calligraphy and handcrafted souvenir-making, attracting large numbers of attendees.
Morocco further expanded its visibility through an immersive installation outside the exhibition center, where visitors experienced a multimedia journey through some of the Kingdom's most iconic destinations.
The audiovisual presentation took participants through the historic medina of Fez, the blue streets of Chefchaouen, the Hassan II Mosque in Casablanca, the bustling atmosphere of Marrakech's Jemaa el-Fnaa square, and the dunes of the Moroccan desert.
Beyond cultural promotion, the Moroccan participation served as a business platform where tourism professionals from both countries held meetings and explored opportunities to increase Chinese visitor flows to Morocco.
The event comes as Morocco seeks to diversify its tourism markets and capitalize on the recovery and expansion of Chinese outbound travel following years of disruption to international mobility.
According to projections by the China Tourism Academy and UN Tourism, Chinese outbound travel is expected to reach 200 million travelers by 2028, reinforcing China's status as the world's largest tourism market in terms of both traveler numbers and spending power.
Representing roughly one in every ten international tourists worldwide, Chinese travelers have become a strategic target for destinations seeking to expand their share of the global tourism market.
Morocco's prominent presence at ITB China reflects the Kingdom's efforts to position itself among the destinations best placed to benefit from the anticipated surge in Chinese international travel over the coming years.
