Rabat and Tetouan: New Centers of Luxurious Travel in Morocco
As Marrakech continues to dominate the international tourism landscape, a new wave of travelers is gravitating towards lesser-known yet culturally rich and serene destinations. The recent Ticket to Travel 2026 study by Marriott Bonvoy highlights a growing trend known as lux-scaping, which emphasizes incorporating luxurious experiences into travel. In this context, Rabat and the Tetouan region are emerging as the new hubs of a quieter, more authentic Morocco, celebrated for its lifestyle and elegance, anchored by two iconic establishments: The Ritz-Carlton Rabat, Dar Es Salam, and The St. Regis La Bahia Blanca Resort in Tamuda Bay.
Long insulated from mass tourism, Rabat offers an alluring blend of imperial heritage and modern sophistication. Designated as a UNESCO World Heritage Site, the city boasts remarkable cultural treasures, including the illustrious Hassan Tower, the majestic Mohammed V Mausoleum, and the enchanting Kasbah of the Udayas, accompanied by a vibrant contemporary art scene that captivates visitors.
Luxurious Escapes and Unique Experiences
Situated on the outskirts of the city, The Ritz-Carlton Rabat, Dar Es Salam epitomizes a new standard of luxury: a refined retreat set within a century-old forest and adjacent to the prestigious Royal Golf Dar Es Salam. Drawing inspiration from traditional Moroccan palaces and designed by Pierre-Yves Rochon, the hotel provides an atmosphere where time appears to stand still. Guests can indulge in breathtaking gardens, a signature spa inspired by Moroccan hammam traditions, exquisite dining options, and privileged access to one of Africa's most stunning golf courses. The Ritz-Carlton Rabat, Dar Es Salam thus becomes a destination in its own right, perfect for a lux-scaping getaway that marries culture, wellness, and the art of living.
Nestled in the northern region of Morocco, between the shimmering Mediterranean Sea and the majestic Rif Mountains, Tetouan reveals a different facet of Moroccan beauty: wild, artistic, and heavily influenced by Andalusian and Mediterranean cultures. Along the pristine shores of Tamuda Bay, where golden sands whisper tales of the Mediterranean, stands The St. Regis La Bahia Blanca Resort, representing a modern Moroccan Riviera. Surrounded by lush gardens and caressed by sea breezes, this exquisite resort invites guests into a sensory journey where reimagined Moorish architecture harmoniously blends with contemporary design.
The St. Regis La Bahia Blanca is a celebration of refined living, where culinary experiences intertwine French and Moroccan flavors, and a spa inspired by ancient Amazigh traditions offers revitalizing treatments. Guests are treated to the signature St. Regis traditions, ranging from champagne sabering to uniquely crafted Bloody Marys, ensuring that every moment is enveloped in elegance, wellness, and the poetic charm of the seaside.
Just a short distance from the resort, Tetouan—often referred to as “the daughter of Granada”—boasts a UNESCO-listed medina, a lively art scene, and authentic cultural experiences. Nearby, Chefchaouen emerges like a serene oasis, its blue-washed streets inviting leisurely exploration among ancient doors, blooming terraces, and breathtaking mountain vistas. This city, known for its tranquility and beauty, provides a poetic escape that seems to slow time and soothe the senses.
Rabat and Tetouan are increasingly accessible from Europe, thanks to enhanced air connectivity, including direct flights from major European cities. Royal Air Maroc is expanding its network, simplifying travel connections between Morocco and countries such as France, Spain, Belgium, Germany, and Italy. The recent establishment of a Royal Air Maroc base at Tetouan–Sania R’mel Airport marks a significant milestone, with direct flights launched from Paris Charles de Gaulle, Brussels, Madrid, Barcelona, Malaga, and London Gatwick, drastically reducing travel times and eliminating the need for domestic connections.
This expansion positions Tetouan as a favored entry point to northern Morocco for European travelers, particularly from the French, Spanish, and Benelux regions, while providing seamless access to other parts of Morocco via Casablanca. With its location along Morocco's northern coast facing the Mediterranean, The St. Regis La Bahia Blanca Resort in Tamuda Bay signifies the debut of the St. Regis brand in the Kingdom, showcasing a contemporary riad that honors Andalusian heritage and Moroccan craftsmanship through its elegant architecture, lush gardens, and traditional materials.
The resort features 83 rooms and 17 suites, all equipped with private sea-view balconies, complemented by the exceptional St. Regis Butler Service. Guests can savor a variety of dining experiences, enjoy spa treatments inspired by Berber traditions, and access dedicated event spaces, all within a glamorous and refined setting.
Meanwhile, The Ritz-Carlton Rabat, Dar Es Salam marks the introduction of The Ritz-Carlton brand to Morocco, providing a luxurious sanctuary nestled within the tranquil landscape of the Royal Golf Course Dar Es Salam in Rabat. Drawing inspiration from royal palaces and the Moorish style, the hotel pays homage to traditional Moroccan craftsmanship. Its 117 opulently adorned rooms and suites seamlessly blend Art Deco aesthetics with exquisite Moroccan artistry, set against a backdrop of 440 acres of oak forest and verdant gardens. Guests can partake in various recreational activities and enjoy exclusive access to the Royal Golf Course, featuring two 18-hole courses and one 9-hole course, as well as the Royal Equestrian Club.
Culinary enthusiasts will delight in five distinct dining options, including a signature restaurant that serves a refined fusion of Moroccan and Asian flavors, alongside an all-day dining venue offering Mediterranean cuisine. The Ritz-Carlton Spa features eight treatment rooms and therapies inspired by ancestral traditions, including a traditional hammam that beautifully reflects the hotel’s Moroccan roots.
As reported by travelmole.com.
