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Tourism

China's Tourism Embrace: Morocco's Golden Opportunity Unveiled

Thursday 06 June 2024 - 11:10

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As the world emerges from the grip of the pandemic, a new era of globetrotters beckons, and Morocco finds itself poised to capitalize on a market brimming with untapped potential: the burgeoning Chinese tourism sector. Once a mere trickle, this formidable stream of visitors has swelled into a veritable torrent, offering a tantalizing glimpse into the Kingdom's alluring future as a premier destination for the discerning Chinese traveler.

According to Zoubir Bouhoute, a seasoned tourism consultant, the Chinese market's meteoric rise can be traced back to a pivotal moment in 2016 when King Mohammed VI decreed the abolition of visas for Chinese nationals. "Prior to this landmark decision, the number of Chinese visitors barely exceeded 15,000 in 2015," Bouhoute notes. "However, in the wake of the visa waiver in May 2016, the figures skyrocketed, with an astonishing 40,000 arrivals recorded that very year."

This upward trajectory continued unabated until 2019, a watershed year that saw Morocco welcome a staggering 180,000 Chinese tourists, building upon the 170,000 visitors it had hosted the previous year. Alas, the COVID-19 pandemic dealt a severe blow to this burgeoning market, with border closures precipitating a precipitous decline to a mere 27,979 arrivals in 2022. Yet, the dawn of 2023 has ushered in a resurgence of hope, with 59,719 Chinese tourists gracing Morocco's shores, according to data from the Tourism Observatory.

"This resurgence is heartening," Bouhoute affirms. "It underscores Morocco's enduring allure despite recent challenges. However, to sustain this recovery, tailored policies must be enacted, not only to augment accommodation capacities but also to enhance the overall tourist experience, catering to the unique expectations of Chinese visitors."

The strategic importance of the Chinese market cannot be overstated, for with a population exceeding 1.4 billion and a robust economy, an ever-growing segment of affluent and middle-class Chinese citizens are embracing global travel. Optimistic projections for 2030 estimate that of the 1.32 billion international tourists anticipated, a staggering 19% will hail from China.

Bolstering Aerial Capacities

To maximize the benefits of this market, a long-term vision is paramount. The Moroccan authorities must continue to promote the country as a premier destination for Chinese travelers, showcasing its rich cultural, historical, and natural treasures. "Targeted marketing campaigns, partnerships with Chinese travel agencies, and promotional initiatives on popular Chinese social media platforms are crucial measures," Bouhoute notes. "In fact, this is precisely the strategy the Moroccan National Tourism Office is employing to highlight the Kingdom's touristic allure."

Moreover, to prepare for the future, our interlocutor emphasizes the need to bolster aerial capacity and opt for larger aircraft to accommodate the anticipated influx of tourists. "By adopting targeted strategies and fortifying its infrastructure, Morocco can secure a coveted position on the global tourism chessboard. Projections for 2030 clearly indicate that China will remain a major player in international tourism, and the Kingdom must be prepared to welcome these new visitors with quality services and tailored amenities," he concludes.

As the world tentatively emerges from the shadow of the pandemic, Morocco finds itself at a crossroads, poised to embrace the boundless potential of the Chinese tourism market. With foresight, strategic planning, and a commitment to enhancing its tourism infrastructure, the Kingdom can cement its status as a premier destination for the discerning Chinese globetrotter, ushering in a new era of cultural exchange and economic prosperity.