Increasing Influx of Chinese Tourists to Morocco: Ait Benhaddou as a Key Destination for Discovering History and Nature
Regions in southern Morocco have witnessed a growing number of Chinese tourists, particularly drawn to the UNESCO-listed Ait Benhaddou, which has become one of the country’s top tourist destinations. This historical site, with its earthen architecture and winding streets, attracts visitors from China seeking a diverse cultural experience and enchanting landscapes.
Several Chinese tourists have confirmed that the richness and diversity of Moroccan culture, which blends Arab, Amazigh, African, and European influences, were significant factors in their attraction to the country. One such tourist, Shihao Qin from Shanghai, noted that this cultural multiplicity was a primary motivator for choosing Morocco as a travel destination.
The allure of the kasbah is evident in its traditional markets and shops showcasing handmade Moroccan products such as copper wares, leather bags, and small sculptures, allowing visitors to purchase souvenirs that reflect the spirit of local craftsmanship.
Researcher in tourism affairs, Zouhair Bouhout, revealed that the number of Chinese tourists before 2016 did not exceed ten thousand. However, the decision by King Mohammed VI to waive visa requirements for Chinese citizens led to a surge, with over 140,000 visitors recorded in 2019, and this upward trend continues.
He pointed out that administrative facilitation, especially the lifting of visa requirements, has made Morocco an appealing destination for Chinese tourists, alongside promotional campaigns and direct air connectivity.
Moroccan cuisine also serves as a major attraction, with Chinese tourists keen to sample local dishes like tagine, pumpkin soup, and Moroccan bread. A tourist from Shanghai named Judy Su expressed her delight in the taste of Moroccan bread, which she found to be different from what she was accustomed to.
On a bilateral level, the growth of Chinese tourism in Morocco indicates a strengthening partnership between the two countries, especially as Rabat aims to attract Asian tourists and enhance its stature as a global tourist destination.
Moroccan authorities aim to capitalize on this momentum through promotional campaigns and simplified procedures designed to increase the number of Chinese tourists, with the hope of establishing Morocco as a permanent stop on the Chinese travel map.
Observers believe that Chinese tourism to Morocco is poised for further growth, driven by the expanding middle class in China and heightened demand for culturally rich destinations, positioning Morocco favorably due to its diverse heritage and internationally recognized landmarks.
