Morocco Strengthens Its Openness to the Chinese Market with a Strategic Agreement with China Eastern Airlines
The Moroccan National Office of Tourism and the Chinese airline China Eastern Airlines signed a protocol agreement in Rabat on Monday aimed at enhancing the promotion of Morocco as a tourist destination in the Chinese market. This move further underscores the Kingdom’s strategic shift towards diversifying its tourism markets and engaging with Asia.
The agreement was signed during an official ceremony presided over by the Minister of Tourism, Handicrafts, Social Economy, and Solidarity, Fatima Zahra Ammor. The agreement was signed by the Director General of the Moroccan National Office of Tourism, Ashraf Faida, and the President of China Eastern Airlines, Wang Zicheng. It includes launching a comprehensive marketing strategy, organizing joint promotional activities, planning familiarization trips for journalists, and improving air connectivity between China and Morocco.
Minister Ammor emphasized the importance of this cooperation in reinforcing Morocco’s position as a distinct tourist destination, noting that it reflects a desire to boost Moroccan presence in fast-growing Asian markets. For his part, Ashraf Faida stated that the agreement reflects an ambitious vision for long-term tourism development, especially by opening up to promising markets like the Chinese market.
This agreement follows the launch of the Shanghai-Casablanca route via Marseille in January 2025, with plans for a direct route between Shanghai and Casablanca operating three times a week starting next October, in addition to the existing direct Beijing-Casablanca line operated by Royal Air Maroc.
Through this partnership, Morocco aims to attract one million Chinese tourists by 2030, offering distinguished tourist packages focusing on Moroccan culture, high hospitality standards, and authentic experiences, with the goal of positioning the Kingdom as a reference tourist hub on the African continent.
