Morocco pursues ‘China Ready’ label to boost tourists influx
Morocco is intensifying efforts to court Chinese tourists by pursuing the prestigious “China Ready” certification, a move that would make it the first North African country to formally align with the standards of the lucrative outbound tourism market of China.
The Moroccan National Tourist Office (ONMT) confirmed, according to the Moroccan government friendly outlet Hespress on May 9th, that it has begun the certification process with Beijing-based CBISN, its strategic partner, in a bid to unlock significant growth in visitor numbers from China.
The “China Ready” label signals that a destination meets key expectations in hospitality, communication, and service for Chinese tourists.
“This label is more than a certification; it’s a passport to a market of over 150 million outbound tourists a year, known for their high spending and growing curiosity for cultural destinations,” said ONMT Director Achraf Fayda.
Chinese tourism to Morocco has steadily grown since 2016, when the country lifted visa requirements for Chinese nationals.
Visitor numbers rose to 170,000 in 2018 and reached 180,000 in 2019, before plummeting during the COVID-19 pandemic to just 28,000 in 2022.
A strong recovery followed, with 60,000 tourists from China in 2023 and a sharp 78% rise in 2024, bringing the total to 106,000, with the ONMT now aiming to triple that figure by 2027 as part of its broader strategy to boost the tourism sector in Morocco.
Securing “China Ready” status requires a comprehensive audit of Morocco’s tourism infrastructure, including the availability of Mandarin-language services, Chinese signage, mobile payment systems, and tailored digital tools.
Popular destinations such as Marrakech, Fès, and Chefchaouen are increasingly adapting their offerings to cater to Chinese visitors, with tailored menus, guides, and hospitality packages.
On May 7th, Rabat hosted a “China Ready” workshop to prepare Moroccan operators for certification.
The next stage will see Morocco host a major B2B tourism event, bringing together around 60 leading Chinese travel agencies to establish direct commercial ties with local partners.
Enhanced air connectivity is another cornerstone of the initiative, with Royal Air Maroc and other carriers planning new direct routes linking Morocco and China.
This push is part of ONMT’s wider ambition to attract 2.5 million additional tourists from all markets by 2025.
Morocco welcomed a record-breaking 15.9 million arrivals by the end of 2024, surpassing Egypt to become Africa’s leading tourist destination.
Hespress/Maghrebi
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