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Soho Boutique Hotels Expands into Morocco Ahead of 2030 World Cup
In a strategic move poised to capitalize on the upcoming 2030 World Cup, the Spanish hotel group Soho Boutique Hotels has announced its entry into the Moroccan market. Javier Tor Nuevo, the group’s director for North Africa, revealed the plans, highlighting Morocco's promising potential as a host for major sporting events.
“We are excited to venture into Morocco, a country brimming with opportunities, especially with the World Cup 2030 and other significant events like the Women’s World Cup,” Tor Nuevo stated. The group plans to inaugurate three hotels across the kingdom, starting with a 59-room establishment in the picturesque city of Tetouan.
Tor Nuevo emphasized the importance of beginning with a smaller hotel to demonstrate the group’s commitment to growth in the region. Following the Tetouan opening, two additional five-star hotels are slated for development in the bustling cities of Tangier and Casablanca.
Despite the optimism surrounding this expansion, Tor Nuevo acknowledged the ongoing challenges within the global hospitality sector, particularly the shortage of qualified staff. “The industry is facing a significant talent gap. Once we train our employees, they are often recruited by competitors,” he noted, underscoring the urgent need to enhance the sector's appeal to potential workers.
Morocco is actively working to attract foreign investments in the hospitality sector as it prepares to host the Africa Cup of Nations in 2025 and the World Cup in 2030. This initiative aims to upgrade tourism and hotel facilities to meet the demands of these prestigious international events.
Notably, Morocco will co-host the 2030 World Cup alongside its northern neighbors, Spain and Portugal, marking a significant milestone in the nation’s sporting and tourism landscape. As the countdown to these events begins, the strategic investments in the hospitality sector are expected to play a crucial role in enhancing Morocco's global profile.