“Welcome Chinese”: Morocco strengthens its appeal to Chinese tourists

Friday 09 January 2026 - 12:30

By: Sahili Aya

“Welcome Chinese”: Morocco strengthens its appeal to Chinese tourists

Morocco is intensifying its efforts to attract Chinese tourists by adopting the “Welcome Chinese” certification, an international label designed to align local services with the expectations of travelers from China.

This strategic initiative aims to enhance Morocco’s position as a top destination for Chinese visitors, one of the world’s fastest-growing tourist markets. The certification, officially recognized by the Chinese government, ensures that accommodations, restaurants, and tourist services meet cultural and practical expectations, including language support, payment methods such as China UnionPay, and hospitality standards.

A key figure in this effort is Chinese entrepreneur Yangjin (Yummy) He. With a background in tourism management from Southwest Jiaotong University and an MBA from Thailand, Ms. He initially worked as a journalist and later in marketing for luxury hotels. Residing in Morocco for over a decade, she has developed a strong network through travel agencies, hotels, Chinese restaurants, import-export ventures, and service companies.

“This certification builds a bridge between cultures,” Ms. He explained. “It helps make Morocco a familiar, welcoming destination tailored to the expectations of Chinese travelers.”

Businesses adopting the label benefit from extensive visibility and promotional support through the Chinese Tourism Academy (CTA) and official media partners, including China Central Television (CCTV). Globally recognized institutions such as Paris Airports, Rome Fiumicino Airport, Accor Hotels, and the Ferrari Museum have already implemented the standard.

The deployment of Welcome Chinese in Morocco opens new opportunities for hotels, restaurants, cultural sites, museums, shopping centers, and transport hubs. For Ms. He, the initiative is more than a label: it is a gateway for Moroccan tourism operators to connect directly with Chinese distribution networks and gain long-term visibility in a key international market.