Morocco targets Chinese tourists with new ‘China Ready’ initiative

Friday 09 May 2025 - 14:30

The Moroccan National Tourism Office (ONMT) is embarking on an ambitious journey to secure the esteemed “China Ready” label, positioning itself as the inaugural destination in North Africa to achieve this distinction. This initiative is a pivotal component of Morocco’s broader strategy to tap into high-potential tourism markets, particularly aiming to draw an increased influx of Chinese visitors.

The certification process commenced in collaboration with CBISN, the official representative of the label in Beijing. According to ONMT, it began with a thorough audit of Morocco’s tourism infrastructure and services to evaluate the country’s preparedness for the Chinese market.

To foster understanding among local operators regarding the unique preferences of Chinese tourists, a workshop named “China Ready” took place in Rabat on May 7. Led by an expert from CBISN, the workshop aimed to enlighten Moroccan tour operators about the specific needs of this lucrative market. It also introduced a strategic monitoring plan for the next 12 months to support Moroccan professionals in adapting to these requirements.

The next phase of this initiative includes a significant business-to-business event in Morocco, expected to attract around 60 leading Chinese travel agencies exploring potential partnerships with local tourism businesses.

To adequately cater to Chinese tourists, Morocco will need to implement various enhancements, such as providing Mandarin translations, facilitating Chinese-friendly payment methods, and employing Mandarin-speaking staff.

With the acquisition of the “China Ready” label, Morocco aspires to present itself as a hospitable and accessible destination for Chinese travelers, one of the largest tourist demographics globally. This label is anticipated to substantially boost the number of Chinese tourists in the forthcoming years, aligning with the tourism office’s strategic objective of tripling the count of Chinese visitors by 2027.

“This label is more than just a certificate,” remarked Achraf Fayda, General Director of ONMT. “It’s a passport to a market of over 150 million travelers each year, tourists with high spending power and a growing interest in cultural destinations. Morocco now possesses everything necessary to attract them.”