Hilton is poised to significantly enhance its presence in Morocco by announcing plans to open 15 new hotels, effectively more than doubling its current portfolio of 12 operational properties. A recent meeting in Rabat between Fatim-Zahra Ammor, the Minister of Tourism, and Christopher J. Nassetta, Hilton's President and CEO, focused on these ambitious expansion plans, which are set to introduce new hotel brands such as the Tapestry Collection by Hilton and the Curio Collection by Hilton. The targeted cities for these new projects include major urban centers like Casablanca, Marrakech, and Nador. This substantial development is expected to generate over 2,000 direct jobs and enhance Morocco's connectivity to global booking and distribution networks. This initiative aligns seamlessly with Morocco's tourism roadmap, which aims to attract 20 million visitors by 2026 and 26 million by 2030, coinciding with the country’s co-hosting of the FIFA World Cup alongside Spain and Portugal.
The expansion of Hilton forms an integral part of a broader infrastructure enhancement strategy aimed at preparing Morocco for 2030. This strategy includes a nationwide increase in airport capacity, supported by a €270 million loan from the African Development Bank, with significant upgrades scheduled for airports in Marrakech, Agadir, Tangier, and Fez. The goal is to boost passenger capacity from 38 million to 80 million by the end of the decade. In addition to airport enhancements, renovations of stadiums and improvements in transportation projects within host cities are underway, while the Cap Hospitality programme is set to finance the modernization of 25,000 hotel rooms by 2026. The government’s public-private partnership model is crucial for achieving these ambitious targets, and Minister Ammor has noted that the sector has entered a phase of "real and lasting" growth.
In a related development, Nikki Beach Hospitality Group has announced plans for a new resort and branded residential project in Marrakech, anticipated to open in 2028. Furthermore, Morocco saw an influx of 4.3 million tourists in the first quarter of 2026, reflecting a 7% increase compared to the same period in 2025, according to data from the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy. In addition, Accor and Risma have unveiled a significant expansion of their long-standing partnership during Accor Chairman and CEO Sébastien Bazin's visit to Morocco in early April.
In the wider context of African tourism, the ATTA® platform continues to provide valuable networking and marketing opportunities, representing the interests of African tourism at the highest levels in ongoing dialogues with various tourism ministries and authorities across the continent. As reported by atta.travel.
